India, March 30 -- On the occasion of World Idli Day and as part of its annual TransparenSee initiative, iD Fresh Food, Indias most loved fresh food brand, unveiled its new packaging, taking a bold stance on transparency with the simple yet powerful belief that The Truth should be upfront.
With this years campaign, the brand takes its commitment a step further by opening doors to its factory to credible, purpose-driven voices who advocate for clean-label food free from preservatives, chemicals, and additives- inviting them to experience its processes firsthand, ask questions, and understand its production process.
As part of the campaign, renowned voices including Chitwan Garg- Nutrition Coach; Leema Mahajan- nutritionist & hormone health coach; Dr. Manan Vora- orthopedic surgeon & health educator; Meghna Kamdar- chef, Rohan Sehgal- creator of the sugar spike show and Sonia Narang- certified nutritionist were invited to iD Freshs state-of-the-art batter facility in Anekal, Bengaluru, fondly referred to as the giant home kitchen.
The creators were taken through a guided walkthrough of the facility by PC Musthafa, Global CEO and Chairman of iD, where they were encouraged to question, debate, and experience every aspect of the production process. This was followed by a round-table discussion on clean food, clean marketing, and conscious consumption, creating an open and honest discussion around what transparency truly means in todays packaged food landscape.
Commenting on the campaign, PC Musthafa, Global CEO and Co-founder, iD Fresh Food, said, At iD, transparency has always been at the heart of everything we do. With TransparenSee 2026, we wanted to go beyond showcasing our processes and invite credible voices to experience and question them firsthand. With our new packaging, we are making a conscious choice to put honesty first, so that consumers dont have to search for what goes into their food but can see it instantly.
iD unveiled its new packaging design, where ingredients are brought to the front of the packaging. In a category where consumers often have to search through fine print to understand what goes into their food, this bold move ensures that information is visible instantly making it easier for consumers to make informed choices without ambiguity. The approach reinforces iDs core philosophy of clean, preservative-free food, while staying true to its promise of delivering fresh, authentic products.
Commenting on the new packaging, Gaurav Kwatra, CMO, iD Fresh Food, said, In a world where consumers are increasingly conscious about what they eat, transparency cannot be an afterthought. It has to be the starting point. With our new packaging, we are taking a step forward by bringing ingredients to the front of the pack, making information simpler, clearer, and instantly visible. This is both a step forward and a reaffirmation of our commitment to transparency. It helps consumers make informed choices with ease and reinforces our belief that if the food is clean, the label should be too.
The TransparenSee campaign was conceived by the brand to create awareness about eating clean, fresh, and preservative-free food while encouraging greater transparency across the packaged food industry. Over the years, the campaign has evolved from live-streaming operations to inviting grandmothers and children to experience and visit its factory. Each initiative reinforces the brands belief that trust is built by being transparent.
iDs USP is its commitment to 100 percent authentic, home-style preparation without the use of chemicals, preservatives, artificial colours, or flavours. Its products are made in its Giant Home Kitchens, not laboratories, bringing together the finest ingredients, cutting-edge technology, and traditional recipes in a world-class, hygienic environment.
Published by HT Digital Content Services with permission from FoodTechBiz.