Skip to main content

In praise of ID



You will rarely hear me talking about specific food brands on this page. But this one brand in particular needs to be talked about. Because unlike Zomato or Tiny Owl, ID hasn't pulled in zillions of dollars in investment funds. Nor do you see them roping in Shahrukh Khans of the world and advertising on TV.

Quietly, simply, one day the packs of ID idli-dosa batter showed up on the racks of my neighbourhood supermarket. Bombay's used to buying packs of dosa batter already so let me tell you what ID does better. The batter is sealed in a thick, ziplock bag that you can pop in the fridge. It's also already salted, so you can pour ladlefuls of batter out directly onto idli moulds or the dosa tavaa. The batter is also perfectly fermented every single time.

ID batter works equally well for idlis and dosas. Also, on the days you are feeling fanciful or have sudden guests, you can drop spoonfuls of batter into hot oil and deep fry into the vadas you see above. Then a few months back, ID added another product range that has made many a weekend for me. It's their malabar parotha, packaged half cooked, so you can pop it on a pan and get a crispy, flaky parantha in 2-3 minutes. I've had fresh malabar paranthas at restaurants and believe it or not, this packaged version is better than most. Since the parantha launch, ID has also launched things like whole wheat parantha and rotis but I can't say I love those.

For me, the perfect dosa batter and the malabar parantha I eat with pickle or chutney on weekend afternoons are the new constants in life. And that's what good brands do - they become part of who you are.

PS: Contrary to the food blogging trends nowadays, this post is not sponsored by ID. I don't even know who those guys are. I simply love their product!
Labels:

Comments

Kshitij Shah said…
I loved ID Foods Batter and Parothas as well Simmi!

Shameless plug, but you can read about my thoughts here: http://www.bambaiyaveggie.com/2015/06/24/freshness-in-a-pack-from-id-foods-idli-dosa-mix-and-parathas/

Looking forward to #BombayChristmas as well. The hunt for the nicest Christmas tree is on.
December 1, 2015 at 9:04 AM
Post a Comment

Popular posts from this blog

Mystery Fruit

This only happened a few times every year, just when the rainy season kicked in. A street hawker will come by, straw basket on head. He will yell "kaul chapni" and I will run out to buy a bundle of these. Stuck together like flowers, they looked like a bouquet. Every hole contains a little fruit. You break out the package, peel the tiny fruit that pops out and eat it. Done slowly, it can take you an hour to eat an head. Or did, when I was about 12 years old. That was the last time I saw this fruit. I've never seen it again, didn't even know what it was called or where it came from. Three weeks back, Vikram Doctor wrote about a store in Khar that sells Sindhi foods. He described this fruit and I knew it came from my vivid childhood memories. And finally, I knew we were talking about lotus fruit. Now talk about coincidences. Last weekend, I was passing by a lane in Bandra and for the first time in many, many years I saw the straw basket filled with my mytery fru
14 comments
Read more

Of Brun and Bun Maska

There is more to Bombay's breads than the pao that goes into pao bhaji and vada pao. There's Brun. and there's bun. We will get there. First, you have to get to know the city's Parsis. And Iranis, who are also Zoroastrians, but came to city a little later, in the late 19th or early 20th century. And when they came, they brought with them these little cafes that dot the city. I am no expert on Irani chai cafes. And I can't tell you whether Yazdani Bakery will provide you the best experience or Kyani's. But I can tell you a few things you need to ignore when you get there. Appearances don't matter; so ignore the fact that the marble/glass top tables and the wooden chairs look a bit dilapidated. Also ignore the rundown look the place sports. Instead, get yourself settled. And order a bun muska. This one's familiar to you as a first cousin of the soft hamburger bun. It's similar, but just a tad bit sweeter. Maska, of course, is the generous dollop o
13 comments
Read more

Announcing AWED : Britain

Before I ate my first Italian wood fired pizza, before I went to that swanky Japanese sushi bar for the first time, or the neighborhood Chinese joint, the first non-Indian cuisine I encountered was British. Not real food, mind you, but the tempting, oh so delicious descriptions in my favorite novels. From Enid Blyton to Jane Austen to P.G. Wodehouse, every favorite character in every favorite novel seems to have food on their mind. Yes, British food gets ridiculed a lot. But forget their main course dishes for now, and think of the full English breakfast and the elegant afternoon teas. Then try imagining the world without cucumber sandwiches or potato chips and you will realize you can't do without British food. Which is why when I saw that DK was looking for hosts for her monthly event AWED (A Worldly Epicurean's Delight) and there has never been a British AWED, I promptly signed up. The rules are simple really: Make any vegetarian or vegan British dish (eggs are
25 comments
Read more