About iD Fresh Food

iD was founded in 2005, to ensure that people around the world gets access to fresh, nutritious & delicious Indian food. With an unwavering vision to preserve traditional, home-made cuisine & a focus on making the process of cooking fun & effortless, iD today serves homes across India, Middle East, US and UK and soon to make entry into high-potential markets such as North America, Europe, Africa, Central & East Asia.

At iD, we're not just about food, we're about nourishing lives and fostering a culture where every individual thrives. Guided by our DNA, "Pure Food. Proud Lives," we believe in offering an environment where employees are empowered to solve novel challenges every day, and every voice and opinion is valued.

Funded by APAX Partners, Premji Invest- Azim Premji's Investment arm and NewQuest, iD Fresh manufactures 1,00,000+ kg of idly/dosa batter every day and delivers it to over 50,000+ retail outlets. iD's extensive natural and healthy product range includes Idly and Dosa Batter, Rice Rava Idly Batter, Malabar Parota, Wheat Lachha Paratha, Homestyle Paratha, Wheat Chapati, Spices, variants of chutneys, Soft & Creamy Paneer, Creamy Thick Curd, 'Squeeze and Fry' Vada Batter, and customized blends of Instant Filter Coffee Liquid and Coffee Powder. 'Squeeze and Fry' Vada Batter, South Indian Filter Coffee decoction, Ragi Idly/Dosa batter, Natural Paneer and Malabar Parota among others. The company has also launched an organic product line and will soon be converting its entire operations to organic.

Company size-2500+

Website - https://www.idfreshfood.com/

Founder - PC Musthafa [IIM Bangalore, NIT Alumnus, is hailed as the 'Breakfast King' of India for offering a wide array of fresh, home-made & ready to cook food items]

Headquarters - Bengaluru, Karnataka (Whitefield)

Job Overview:

We are looking for a Category Head who will lead the Indian Bread & Dairy portfolio, owning the category P&L and driving growth through strong brand, innovation, and market expansion strategies. The role will partner cross functionally with sales, media, and insights teams to deliver impactful product launches, marketing initiatives, and consumer-led category growth.

This role directly reports to Chief Marketing Officer (CMO).

Key Responsibilities:

- Responsible for managing the category P&L, thereby enabling achievement of revenue and profitability plans for the category.

- Execute annual strategic plans to increase market share, achieve targeted growth, and maintain the long-term health of the brand within the category.

- Collaborate closely with sales, creative, and media teams to build and implement effective media strategies and demand generation initiatives.

- Work in partnership with both internal and external research teams to identify consumer trends, gather insights, and develop relevant concepts. Use these insights to guide packaging, communication, media mix, and brand strategies.

- Execute product launches and spearhead new product development in the category through a holistic understanding of the industry, competition, consumer preferences and by developing communication, pricing, consumer engagement and brand building strategies for the category.

- Develop ATL & BTL marketing strategies and communication plans for the category.

- Execution of quarterly cycle plans, overseeing category-related projects such as product enhancements, packaging changes, marketing activations, pricing strategies, and budget management.

Qualifications:

- 8-10 years of core experience in FMCG sales and marketing with a balanced mix of product, brand and digital marketing expertise. Experience in the dairy industry preferred.

- 1-2 years' prior experience in Sales is preferred to bring strong market and customer understanding.

- Master's degree in Marketing, Business Administration, or related field, preferably from a Tier-1/Tier-2 campus