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iD Fresh Food, the fresh food brand, celebrated World Idli Day with a live streaming campaign – TransparenSee.

The hour-long, real-time, no-filters dekko into the batter factory on Thursday aimed to bring together thousands of viewers from across the globe on a common virtual platform.

Launched last year on World Idli Day, TransparenSee had marked the first anniversary celebration of iD Fresh’s fully-automated, factory, fondly referred to as Giant Home Kitchen, spread across 80,000 sq.ft. at Anekal, Karnataka.

CEO and Co-founder, PC Musthafa, along with the Chief Manufacturing Officer, GLN Murthy, conducted the live session from 12 – 1 pm. Viewers had the opportunity to witness the making of the idli and dosa batter – right from raw material feeding section, to soaking and grinding area, packaging segment, and then followed by the fermentation/chilling area to the cold room.

The duo answered questions posed by online viewers about the origins of the factory, the machinery used, supply chain challenges, hygiene standards, and sustainability initiatives, to name some. iD Fresh has also initiated factory visits since last month for schools and colleges and going forward this is going to be a fortnightly tour.

Musthafa said, “Given last year’s awe-inspiring response, we were keen to make TransparenSee an annual campaign to commemorate World Idli Day. It was not just about 25 crore views – though it’s a huge number – that the campaign garnered over a period of five days last year, but also about the enthusiasm, excitement, and engagement that it inspired. This year too, we celebrated the love of food – traditional Indian food, made with love.”

Murthy stated, “At iD Fresh, our love for traditional Indian foods is powered by innovation. Premium ingredients are soaked, ground, and mixed with our state-of-the-art machinery to create the healthiest idli and dosa batter. TransparenSee is a great initiative that gives our consumers a virtual tour of the entire batter-making process at our Grand Home Kitchen.” 

Rahul Gandhi, CMO, iD Fresh Food, asserted, “From creating a new product category – idli and dosa batter – in a 50-sq ft kitchen in Bengaluru to revolutionising the fresh food industry in India, iD Fresh has always made sincere efforts to be responsive to consumer needs. Our marketing campaigns are a reflection of the values that drive the organisation. Without 100% transparency and honesty, how can there be trust and loyalty?”