This document provides a case study presentation on the success story of iD Fresh Food. It summarizes the timeline of how PC Mustafa, a village boy from Kerala, started iD Fresh Food in 2006 with an investment of Rs. 25,000. It details how the company has grown from producing 10 packets per day to 50,000 packets per day, expanding across multiple cities in India and Dubai. The company has raised funding of $5.7 million in 2014 and $25 million in 2017 from investors such as Helion Venture Partners and PremjiInvest. It is focused on digital marketing and plans to expand to the US, UK, and Singapore with an investment of Rs. 150 crore from PremjiInvest
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1. The Success Story Of iD Fresh Food
A Case Study Presentation
Presented By:
Nilina Lizbeth Babu
Presented To:
Ramanujam Sridhar
and Brand-comm Team
2. Agenda
• About CEO- PC Mustafa
• Timeline-How did it all begin?
• No preservatives. No chemicals.
It's food, only food
• iD Trust Shops
• Tie-ups
• Investors
• Expected Revenue
• Then and now
• Road Ahead
3. About CEO- PC Mustafa
• A Village boy from Kerala who failed in 6th grade
• In 1995, graduated as software engineer from NIT Calicut, got placed in
Bengaluru based start-up for around Rs 6000 a month
• Later, he got a job in Motorola for Rs 15,000 a month and went Ireland,
worked for a year and a half
• Then he shifted to Citibank, Dubai and salary crossed Rs 1,00,000
• In 2003, after 7 years in Middle East he returned to Bengaluru with a savings
of Rs 15,00,000 decided to do an MBA
• In 2006, started iD Fresh Food
• In 2007, graduated from IIM Bangalore
4. Timeline-How did it all begin?
2005
2010
2015
2020
2006
PC Mustafa and
his 4 cousins
invested Rs
25,000 to start
business,
established iD
Fresh Food
2007
Mustafa
got MBA ,
officially
joined as
CEO of iD
Fresh Food
2008
Demand
Increased so
Invested 40
lakhs in 2008
and bought a
2500 square
feet shed
2009
Sold
property and
invested
Rs 30 Lakhs
2013
Started
operations in
Dubai
2014
Raised Rs 35
crore in the
first round of
funding from
Hellion
Venture
Partners
2017
Premji Invest
acquired a
25% stake
in the
company
5. Vision
• To become a fresh
food brand, admired
and trusted the world
over
• To grow into a 1000
crore market leader
• To become one of the
best and most sought-
after companies to
work for
Mission
• To make the
preparation of home-
made meals a pleasure
Values
• Speed
• Simplicity
• Authenticity
iD Fresh Food-Overview
6. No preservatives. No chemicals.
It's food, only food
• Their products are 100 percent natural without any
preservatives or additives
• Idly/ Dosa batter
• Ready to heat Parotas
• Chapattis
• Natural curd
• Paneer
• Vadas –Pouch comes with a spout that squeezes out the
batter in a vada shape
50%
35%
15%
Sales
Idly, Dosa
Chappatis
Others
7. Campaigns-OOH
• iD Fresh Foods set up 17 outlets of its Trust Shop across Bengaluru
• There are no salesmen or cash machines at the store
• It has only a piggy bank of sorts, where residents can drop off the cost of
the product they wish to buy
• Stall runs solely on trust
• 24*7 access to fresh food
iD Trust Shop
8. Tie-ups
• In 2016, iD Fresh Foods partnered with Nilgiri Dairy Farm to produce dairy
products such as paneer and curd. This is the first dairy-based product line by
iD, which is known for its packaged idli and dosa batter
• 2017-Paytm has come up in association with “iD Fresh Food” and offering
Rs 20 Paytm cash on purchase of iD Food pack
10. 2005-2006
• Family-run business with 5 people
• Invested Rs 25,000 with 2 grinders , a mixer
and a sealing machine
• Operated from a 550 square feet space
• Made 10 packets of 1 kg batter a day
• Products- Idly & dosa batter
• Supplied to 20 stores in Bengaluru
2016-2017
• Professionally-run organization with 1300
employees
• iD Fresh food runs on IT
• Operations are totally automated
• Today manufactures 50,000 packets a day
• Idly/Dosa batter, Chapattis ,Natural curd,
Paneer, Vadas
• Operating in Bengaluru, Chennai, Pune,
Mumbai, Hyderabad and Dubai
11. $5.7M $25M Total Funding
$30.7M
2014 2017
• In 2014, Helion Venture Partners -Infused 35 crores
Helion Venture Partners is a $140 million multi-stage, India-
focused venture fund
• In 2017, PremjiInvest- Infused 170 Crores
PremjiInvest is a private equity firm that invests in both
private and public equity of companies operating in India
12. Road Ahead…..
• Langoor, a digital first agency, handles the digital marketing for iD Fresh Food
• Focus is on digital and social media to drive consumption habits
• iD Fresh Food to enter US, UK and Singapore with Rs 150 crore from
PremjiInvest
13. “If you have the passion to start something, do it
immediately. Don’t wait for tomorrow”
– PC Mustafa, CEO iD Fresh Food
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