Fermenting iDeas in Business: iD Brand

The case provides insights on India's Food processing industry. It discusses the emergence of the RTE and RTC category with market statistics. It discusses the factors for growth in the food processing industry in India. The case is on the brand journey of iD in the Ready to Cook category with its ldly-Dosa batter launched in Bangalore. It discusses the emergence of a brand in the commodity business of batter with its innovativeness, the growth of the market, and the competition which is followed by the rise in demand for the product/ RTC category.