| In June 2019, iD Fresh Food India Pvt. Ltd. (iD Fresh), India-based ready-to-cook food company launched a brand called iD Daileez for its traditionally price sensitive markets. These included Chennai, Kochi, Coimbatore, Kozhikode, Mysuru, Mangaluru, Vishakapatnam, Godavari, Salem, Guntur, and Rajahmundry (Refer to Figure I for Image of iD Fresh’s Daileez brand). Under this brand, the company launched a 1 kg pack of idly (a south Indian steamed cake of rice) and dosa (a pancake made from rice flour and ground pulses) batter at a price of Rs.49 whereas iD Fresh’s regular idly and dosa batter was available at Rs. 70 and its organic variant at Rs. 80. The company offered 20% extra batter in its Daileez products – as a special inaugural offer. Speaking about the objective of launching iD Daileez, PC Musthafa (Musthafa), Chief Executive Officer (CEO) and Co-founder, iD Fresh Food,...
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PayPal (7 USD)
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