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!

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.

Popular posts from this blog

Healthy Spinach Rice for Microwave Potluck Party

Is it really two years that Srivalli has been running her innovative microwave cooking event . She's prompted me to try my microwave for more than just heating several times. Just like last year, Srivalli celebrates the event anniversary with a potluck party . I took a dessert to the party last time around, but this time I was rooting for something healthier. I turned to last year's roundup, and there was this spinach rice . Valli, hope you don't mind getting the same dish on the menu again. To make spinach rice, wash and soak 1/2 cup rice. In a microwave safe dish, heat a tsp of ghee for 30 seconds. Add 5-6 peppercorns and heat for another 10 seconds. Now add a small onion, chopped finely and microwave for another 30 seconds. Add a cup of finely chopped spinach, 1/2 a tsp of garam masala and another 1/2 tsp of salt. Mix and cook for 2-3 minutes until the spinach wilts. Add rice to the bowl, and a cup of water then pop it back in the microwave for 5 minutes. Bring it

The Bread Whisperer

What do an electrical engineer, a monk and an IT trainer have in common? These are all the things Abhilash was before he turned his attention to bread baking. Not the one to pick an easy path, Abhilash started with the most temperamental of breads - the sourdough - as his baking adventure. At first, he was baking these loaves for himself. Accolades from friends and family quickly followed and much to the delight of this writer, he turned his passion into a full time career six months back. For the uninitiated, a sourdough bread is made by fermenting the dough with naturally occurring yeast, making it harder to perfect than the bread made with commercial yeast. The bread's signature tang and the open crumb, with lots of holes, is only made better with a high hydration dough that is super tricky to master. While extremely popular around the world, good sourdough is an elusive commodity in Mumbai and there are only a handful of bakers I would trust when I am looking for bread.

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