iD Fresh Launches first ever batter shop to bring fresh, preservative free batter to Vizag’s Tier 2 & 3 Markets
iD Fresh Food, India’s most loved fresh food brand, is set to transform the way Vizag enjoys its favourite idlies and dosas with the launch of its first-ever batter shop in the region. This strategic initiative is aimed at catering to Tier 2 and 3 markets, offering consumers an unmatched combination of freshness, hygiene, and convenience.
For years, Vizag’s bustling local batter market has been dominated by unbranded, makeshift shops, and pushcarts selling batter twice a day. While widely popular, much of this batter is inconsistent in quality, contains soda or preservatives, and is prepared in conditions that fall short of hygiene standards.
“Vizag has a thriving breakfast culture, but we saw a gap between consumer expectations for quality and what’s available in the unbranded market,” said Rajat Diwakar, CEO India at iD Fresh Food. “Our batter shop is designed to build trust, spark curiosity, and offer a healthier, tastier alternative—while staying true to our commitment of delivering fresh, natural food without preservatives.”
iD’s batter shop aims to change the game—bringing the brand’s promise of “fresh, hygienic and preservative-free” batter directly to neighbourhoods. Consumers can now enjoy batter prepared with high-quality ingredients and delivered daily, made and packed in state-of-the-art facilities with zero human touch. These easily accessible shops are strategically placed in high-footfall areas, offering competitive pricing to encourage trials and repeat purchases.
“The fresh batter market in India is still largely unorganised, and that’s where we see an opportunity,” said Rajesh Ayitham, Director & Partner at iD Fresh Food. “With the iD Batter Shop, we’re not just offering a product—we’re working to create and define a whole new category built on trust, quality, and freshness. It’s about setting a benchmark in a space that has, until now, lacked consistency and reliability.”
The shop will also offer other popular iD’s products, making it a one-stop shop for quick, healthy meal solutions. With this move, iD hopes to win over the hearts (and taste buds) of Vizag’s residents and establish a strong foothold in the city’s vibrant culinary landscape.
About iD Fresh Food
Founded in 2005, iD Fresh Food is a pioneer in bringing traditional Indian foods to modern retail shelves—fresh, natural, and without preservatives. From idly and dosa batter to parotas and chutneys, iD Fresh continues to innovate to meet the evolving needs of urban and semi-urban consumers across India and beyond.
