Taste of Home, Made Fresh: iD adds Puran Poli and Thepla to its family

iD Fresh Food, India’s most loved fresh food brand, has announced the launch of two exciting additions to its flatbread category—iD Thepla and iD Puran Poli. With these new offerings, iD continues its journey of innovation by reimagining regional favourites through a modern, trustworthy lens, while staying rooted in India’s rich culinary heritage.

Soft, spiced, and preservative-free, iD Thepla offers a ready-to-eat flatbread perfect for tiffins, travel, or quick meals. Alongside it, iD Puran Poli brings the authentic sweetness of tradition in a clean-label format, backed by modern food safety. Free from preservatives and additives, both products reflect iD’s commitment to purity, consistency, and flavour in a category often dominated by unorganised options.

Commenting on the launch, Rajat Diwaker, CEO – India, iD Fresh Food, said, “Thepla and Puran Poli are more than just flatbreads—they’re comfort foods for millions. But until now, consumers had to choose between freshness and convenience. With these launches, we’re offering consistent, safe, and delicious options in a segment that has seen little organised innovation. This reflects our continued commitment to serve India’s diverse culinary needs with products that are both rooted and ready.”

iD’s Puran Poli and Thepla are crafted to bring consumers the authentic taste of tradition without the effort of hours in the kitchen. Made with zero preservatives, zero additives, and clean-label ingredients, they reflect the brand’s commitment to purity, quality, and hygienic production. Thoughtfully designed for today’s fast-paced lifestyles, the products are also travel-friendly — easy to carry, hassle-free to store, and perfect for a quick bite anytime, anywhere. Backed by extensive R&D, they deliver consistent taste and quality in a category long dominated by unorganised players. With clear cues like “Nothing artificial, just real authentic taste,” iD caters to consumers seeking convenience without compromise on wholesomeness.

Enakshi Dasgupta, Head of New Product Development, iD Fresh Food, added “Our vision at iD has always been to bring authenticity and innovation together. With iD Thepla and Puran Poli, we’re not just introducing new products—we’re honouring the culinary heritage of Gujarat and Maharashtra while making them accessible to consumers everywhere. It’s another step towards simplifying mealtimes without compromising on purity, flavour, or trust.”

The products are currently available in Bengaluru & Maharashtra via quick commerce platform and will also be available across modern trade outlets and other key retail chains shortly. The phased strategy is aimed at leveraging iD’s strong retail presence in core markets, ensuring seamless availability and visibility. With this launch the ambition is clear—to establish iD as the go-to brand for clean-label Indian flatbreads and set a new standard in the ready-to-cook traditional foods segment.

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