PC Musthafa, CEO and co-founder, iD Fresh Food, said, “We choose 8 August as the perfect day to celebrate our love for vada as the date 8/8 resembles two medu vadas stacked on top of each other. Monsoons are apt for deep-fried indulgences and hence we adopted this date as the ideal day to indulge in all things vada including eating, shopping and gaming.”

The food brand collaborated with modern trade stores to provide special offers for customers. The event was publicised through social media engagements, traditional branding, and signage tools across physical stores.

The occasion was marked with the launch of an online game featuring a character called Vadasura. The online game is available for a short time. It can be scanned or directly accessed through the following link https://worldvadaday.idfreshfood.com/.

iD Fresh’s USP remains its 100% natural, home-made style of preparation, without the use of any chemicals, preservatives, synthetic stabilisers, artificial colours, or flavours.

The company is certified by the Agricultural and Processed Food Products Export Development Authority (APEDA), National Programme for Organic Production (NPOP), United States Department of Agriculture (USDA) and Jaivik Bharat, under the Food Safety and Standards Authority of India (FSSAI).

Since its inception in 2005, iD Fresh has produced and delivered a wide range of ready-to-cook, fresh Indian foods, such as idly and dosa batter, filter coffee decoction and the ‘Squeeze and Fry’ vada batter, among other products.

Currently, the company delivers 55,000 kgs of idly/dosa batter per day, along with various other products, to over 30,000 retail outlets.