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May The Better Batter Win In The Battle Between MTR And iD Fresh

The Bengaluru-headquartered MTR Foods has fired the first salvo in its battle with fellow Bengalurite iD Fresh through an advertisement announcing its distinctive batters for idlis, dosas and even its ‘signature dosa’. “Idli and dosa are not the same. Why is your batter alike?” the advert questions. “Shots fired! How would iD react/respond?” asked a Twitter user. Others are quick to take up cudgels on behalf of one or the other of the two and say “Those who make it at home know there’s no major difference” or, even point out that the real competition for both MTR and iD is from mothers who make batter by themselves at home. One self-proclaimed ‘Delhi-Malayali’ says the convenience and taste of iD is “good enough to keep me loyal” while another asserts that those who love idli and dosa but don’t make it at home wouldn’t be too bothered. Musthafa PC, Co-Founder & CEO of iD Fresh, is unruffled: “We had tried it (separate products). Consumers prefer the same batter for both.” Meanwhile Musthafa has announced that the company has received Rs 507 crore in a Series D round of funding, led by NewQuest Capital Partners, in one of the largest deals in the food start-up space.   Clearly, with such big funding the battle for batter could intensify in the coming days.