iD Fresh Food, India’s most loved fresh food brand, announced its foray into the Rs. 5,000-crore ready to heat market with the launch of instant and authentic homestyle Sambar. With this launch, the brand aims to expand its convenient breakfast portfolio and offer a complete range for modern consumers who seek both convenience and authentic home-cooked taste.
iD’s Fresh Sambar is set to transform breakfast tables, tapping into the rapidly growing ready-to-heat market, projected to reach US$1.29 billion in 2025 with a 13.41% CAGR through 2029. With more nuclear households and double-income families, demand for high-quality, hassle-free meals is surging. iD Fresh bridges this gap by blending traditional flavors with cutting-edge food innovation.
Speaking on the launch, Rajat Diwaker, CEO (India), iD Fresh Food, said, “At iD Fresh, we are constantly innovating to bring fresh, wholesome, and convenient food solutions to Indian consumers. Our Ready-to-Heat Fresh Sambar is designed to complete the breakfast experience, making it easier than ever to enjoy a delicious, homemade-style meal without the time-consuming preparation. We are confident that this launch will redefine how consumers experience Sambar at home.”
iD’s Fresh Sambar uses advanced thermisation technology for heat treatment, and is free from preservatives or additives. Made with 11 premium ingredients and whole vegetables, it offers rich, natural flavors reminiscent of homemade meals. Ready in minutes, it’s a clean, fresh, and nutritious choice for busy households. This new addition perfectly complements iD’s popular Idly & Dosa Batter, Parotas, and Chutneys, making breakfast a complete and enjoyable experience.
Enakshi Dasgupta, Head of New Product Development, iD Fresh Food, further emphasized, “Our mission has always been to create products that uphold the highest standards of freshness and quality. We have carefully sourced ingredients and perfected the recipe to bring consumers a truly homestyle Sambar that is convenient, authentic and nourishing.”
The Ready-to-Heat Fresh Sambar will be available on all e-commerce platforms in Bangalore, Chennai, Hyderabad, Mumbai, Pune, and Delhi. The general trade launch will take place mid March in Bangalore, Mumbai, Pune.
