BigBasket & iD Fresh Food joins hands, To launch the brand ‘iD Fresho’

Mumbai : Packaged foods company iD Fresh Food and online grocery retailer BigBasket have joined hands and now, it will soon launch ‘iD Fresho’, which will sell iD’s idli-dosa batter and ready-to-cook parottas. The move will help iD expand its direct-to-consumer business and reach one million homes in India.

Fresho is BigBasket’s private label; The retailer sells snacks, cakes and breads under the label.

As a result of this partnership, consumers will get access to a wide range of products, many of which will be launched under the  iD-Fresho range in the coming months. The partnership will also enable wider availability of the iD-Fresho range, the two companies said.

The lockdown has increased the need for convenience-based cooking in Indian households. As a result, many companies are expanding their reach to ensure better access to consumers. iD, which is yet to make significant inroads into Indian retail stores, could benefit from a tie-up with Bigbasket to enable availability.

“Given the wide reach of BigBasket, this partnership will enable us to broaden our portfolio across India. Our target is to reach 10 lakh households by March 2022. And three years from now, we expect ₹100 crore annual revenue from this initiative,” said PC Mustafa, Co-Founder and Chief Executive Officer (CEO), iD Fresh Food.

Hari Menon, Co-Founder and CEO, BigBasket said that the Fresho range of products from BigBasket has seen huge demand.