This move comes as Azim Premji-backed iD fresh, known for its preservative-free instant foods, looks to widen its D2C market through Bigbasket’s large customer base. The alliance, timed amid the growing consumption of hygienic, fresh and nutritious food in the wake of the pandemic, will also allow Bigbasket’s customers to access iD’s RTC range.
“Our Fresho range of products has witnessed a huge traction and demand since it was launched. We are happy to have collaborated with iD for this co-branded category called iD Fresho which will further diversify our offerings. We will be adding more ‘First to Market’ product innovations in the months to come,” Hari Menon, co-founder of Bigbasket, said, in a press statement.
The first phase will focus on building familiarity for the new brand, while building volumes around idly dosa batter. The products will be sold in tier 1 cities and select cities in South India in the initial roll out.
“We see this partnership as a fresh food revolution happening online. As health and hygiene become a priority for many – with more people working from home and restricted movements – we have a social responsibility towards our customers,” said PC Musthafa, co-founder of iD Fresh Food.
iD Fresh aims to reach one million households by March 2022. “Three years from now, we expect Rs 100 crore annual revenue from this initiative,” Musthafa added.
Bigbasket is a leading player in the online grocery market and recently re-hauled its supply chains to fulfill a majority of customer orders. The company’s operations have expanded to 30 cities in India, recording about 15 million customer orders per month. In 2020, the online grocer reached the milestone of USD 1 billion in annual revenues.
Bengaluru-based iD Fresh delivers its flagship idly dosa and vada batter, along with parota, paneer and filter coffee across 30,000 outlets in the country, and US and UAE.