In a one-of-its-kind partnership, bigbasket, India's largest online supermarket, and iD Fresh Food, one of the country's largest fresh food brands, have come together to provide the freshest and healthiest products to the consumer's doorstep, under their new co-branded label, 'iD Fresho'.

Known for serving preservative-free homemade instant foods across India and the UAE, with this collaboration, iD is expected to expand its D2C market through bigbasket's enormous customer base. The association will also allow bigbasket customers easy access to iD's high-quality, preservative-free ready-to-cook foods. Considering the importance of hygienic, fresh, and nutritious food in the wake of the pandemic, this is a well-timed alliance between the two brands.  

In this association with bigbasket, customers will now get Idly Dosa batter and ready-to-cook parotas under the co-branded label, 'iD Fresho'. The brand plans to launch a wide variety of ready-to-cook fresh food products, that are healthy, wholesome, and devoid of any chemicals or preservatives.

Speaking about the collaboration, Hari Menon, Co-Founder and CEO, bigbasket, said, "bigbasket has constantly endeavored to make fresh and high-quality food products available to its customers. Our Fresho range of products has witnessed huge traction and demand among bigbasketeers since it was launched. We are happy to have collaborated with a leading player like 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."

PC Musthafa, Co-Founder and CEO, iD Fresh Food, stated, "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. Our mission has been to reach our customers and provide them with nutritious food without any disruptions. I'm extremely pleased to partner with a brand like bigbasket to bring our existing and new fresh products to the customers through our co-branded initiative, 'iD Fresho'. Given bigbasket's wide reach, this partnership will enable us to broaden our portfolio across India. We aim to reach 1 million households by March 2022. And after three years from now, we expect Rs 100 crores annual revenue from this initiative."

The first phase will focus on building familiarity for 'iD Fresho' while building volumes around Idly Dosa batter, a highly under-penetrated category. The products will be available in all Tier 1 cities and some select cities in South India.