iD Fresh Forays into Spices Segment

Time for fresh spices!

• iD Fresh Food, India’s largest and most loved fresh food brand, announced its foray into the Rs 25,000-crore branded spices market with the launch of three distinctive spice variants, Pure Spice - Red Chilli Powder, Blended Spice - Garam Masala, and Sambar Powder. With the new venture, iD Fresh aims to achieve a significant share of the market.
• With a commitment to delivering clean and preservative-free food, iD Fresh Food new spices are crafted without synthetic additives or chemicals. Adhering to rigorous FSSAI standards, each batch is tested for high-risk pesticide residues and undergoes 20 quality checks from farm to final product. iD Fresh Food guarantees that its spices are free from chemical treatments and adulterants, thus ensuring exceptional quality.
• The new iD Fresh Food spices will initially be available in Bangalore retail stores starting this month, with plans for a gradual rollout to other major markets.
• Each spice variant is packaged in a way that extends its shelf life to 12 months without chemical treatments.
• Given the volatile nature of spices, each iD spice pack includes pouches to preserve freshness, flavor, and aroma.
• For transparency, every packet features a QR code providing access to pesticide test and quality reports, ensuring consumers can trust the product's integrity.
• The 100g packets are designed with five individual 20g pouches, ensuring prolonged freshness and flavour. The price points are as follows: Red Chilli Powder at INR 78, Sambar Powder at INR 100, and Garam Masala at INR 135.

What did the management announce?

• Rajat Diwaker - CEO (India) of iD Fresh Food, shared, “Innovation has always been at the core of iD Fresh Food's products. Our packaging for these spices preserves their freshness, flavour, and aroma for up to 12 months without the need for chemical treatment. To maintain our commitment to transparency and clean labelling, each spice packet includes a QR code that provides access to pesticide test and quality check reports, giving consumers easy access to detailed information about the product's quality. After dedicating many months to the development of these spices, we are thrilled to enter this new category. Our goal is to capture a significant market share and set a new standard with our clean and natural ingredients.”
• Enakshi, Head of New Product Development of iD Fresh Food, emphasized the company’s values, stating, “Our new range of clean label spices embodies the same principles that our customers trust us for—no preservatives, no chemicals, and only natural ingredients. To ensure top quality and taste, we spent months crafting these spices, collaborating with experts and consumers. We maintain purity through strict control over sourcing, processing, quality checks, and packaging. We are confident that by upholding these standards, we will make a notable impact in the spices market and meet the needs of every Indian kitchen sustainably.”

Changing pattern of Indian Spice Market

• The surge in demand for blended spices propels the Indian Spice market. Blended spice mixes appeal to consumers with comfort, consistency, and the ability to enhance dish effects. These blends combine herbs, spices, and seasonings to create a balanced taste profile, elevating culinary creations. For instance, Tata Sampann added its Blended Spice range, which covered Puliyogare, Malabar chicken, Sambar masala, and Masala rice blend in Karnataka in 2023. This trend caters to trendy purchasers' busy lifestyles, driving market boom and prompting manufacturers to innovate product offerings to satisfy evolving preferences.
• The growing preference of purchasers for natural spices over artificial ones because of fitness awareness is a crucial boom driver in the India spice market. According to a survey by ASSOCHAM, there is 95% growth in organic produce purchases in cities, with 62% of metropolitans buying organic.
• The surge in e-commerce sales of consumer products in India substantially drives the spice market's growth. The comfort of online buying platforms fuels this growth. FMCG Gurus' record predicts online FMCG sales will hit USD 1 Trillion by 2023, amplifying the market's accessibility. Nielsen forecasts e-trade to represent 11% of FMCG sales by 2030, eightfold from the present stages, mandating robust systems. PwC reveals that almost 75% of customers purchase FMCG online, especially millennials and Gen Z. E-commerce no longer broadens entry to Indian spices but satisfies global demand.

Editor’s Note