Dubai, April 23, 2025: iD Fresh Food, India’s most loved fresh food brand, today announced the appointment of Shobhit Malhotra as Chief Executive Officer – International Business, effective immediately. The strategic move aligns with the company’s broader ambition of taking its brand global, starting with visionary leadership and focused investments in growth and market expansion.

In his new role, Shobhit will spearhead iD Fresh’s international journey, overseeing established operations in the GCC region and leading the brand's entry into high-potential markets. His focus will be on product innovation tailored to local consumer preferences in each market, building strategic partnerships, and enhancing distribution networks to establish iD Fresh as a trusted, premium and global fresh food brand.

Talking about the appointment, PC Musthafa, Chairman and Global CEO of iD Fresh Food, said, 'Shobhit’s proven track record in leading business transformations across complex markets makes him a great fit for iD Fresh’s global ambitions. His passion for building purpose-led brands and his deep understanding of diverse consumer cultures aligns perfectly with our mission of bringing fresh and healthy food to the world. We are thrilled to welcome him to the iD family to lead the war against preservatives and chemicals.'

On his new role, Shobhit said, 'iD Fresh is not just a brand—it’s a movement towards healthier, more authentic food choices. I’m incredibly excited to be part of this journey and to contribute to building a globally trusted fresh food brand. The opportunity to scale a homegrown success story across new international frontiers is both humbling and energizing.'

Shobhit brings over two decades of leadership experience in the global consumer goods industry, having held senior positions at Colgate-Palmolive, Unilever, and PepsiCo. His expertise in strategic insights, analytics excellence, operational acumen, and people-first leadership has consistently driven strong commercial results and fostered growth across complex and diverse market.