From 2005 to now, here’s our story of how we grew. Thanks to all the love we received.
In 2005, PC Musthafa and his four cousins Abdul Nazer, Shamsudeen TK, Jafar TK and Noushad TA set up iD in a small kitchen in Bangalore. Initial trials were done, with batches of batter being made in this 50 sq ft kitchen, from Tippasandra.
Our team was excited by the first ever sale that happened in 2006. And from then on, there’s been no stopping us! Our brand promise of fresh and good food has gotten us enough love to help us grow exponentially.
The pride of our Idli Dosa batter production, the Hoskote plant, was set up in Bangalore. With ultra-clean premises, protective gear and sanitizing facilities at every doorway, we’re obsessed with bringing you the freshest food.
Our founder, PC Musthafa, officially moved over to the CEO position. From then on, his efforts have all gone into ensuring that iD maintains the quality of the products being sent out to millions of households every day.
We began production of our Malabar Parotas, a favourite across the country. These parotas are hand rolled, machine pressed and lightly cooked to keep fresh till they reach you. Every parota and packet goes through quality checks at every step, making the parota a success year after year.
Handcrafted for perfection and freshness, the Mumbai and Hyderabad operations were set up. The iD products that hit the shelves became instant favourites.
We took Kerala to Dubai, by launching our Malabar Parotas there. Our first operations set up in Dubai, the products were well received and well loved. A truly heartwarming welcome.
We raised 35 crores from the first round of funding that we received from Helion Venture Partners. This was possible because of all the love we received from the people who truly enjoy fresh, authentic and Indian home-made food.
We took the first steps to tell everyone about our entrepreneurial journey and the small business that had gotten a lot bigger. Our mainstream media campaigns kicked off with print, OOH and radio advertisements. Now we’ve even gone digital!
The year we introduced ourselves to Cochin and Coimbatore was also the year we brought you Udupi-style Idli Batter, curd and paneer. All our products carry the same promise of freshness and goodness.
We gave the year a health kick with our Ragi Idly & Dosa batter - officially launching our Superfood range. And now with the Premji investment, we’ve raised $25 million! Our focus has been constant as the love we received which made this possible.
Back in 2005, we were a small store selling idly and dosa batter. Today we’re helping put home-made meals on dining tables across Bangalore, Mysore, Mangalore, Mumbai, Pune, Hyderabad, Vijaywada, Vizag, Rajahmundry, Chennai, Ernakulam, Coimbatore, Cochin, Sharjah, Abu Dhabi and Dubai. It’s the love and support of lakhs of people who’ve brought us this far. People who share our love for authentic, traditional home-made food.
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.
To make the preparation of home-made meals a pleasure
We produce and deliver fresh food to our customers every single day.
We are a lean, efficient organisation that makes quick decisions and are easy to do business with.
We take great pride in our home-made style of preparation in ultra-hygienic, HACCP compliant factories. We will never add preservatives, chemicals and artificial flavours to our 100% natural food.
We believe in complete transparency and fairness in all our interactions and transactions with our customers, employees, stakeholders, partners and associates. We always stay true to the law.
From a school dropout to an IIM graduate, Musthafa's temerity and focus has always been the backbone of iD. Nazer's idea for home-made batter was just the spark he needed to embark on the ambitious entrepreneurial journey that is iD. Stints in various MNCs and a strong social consciousness have aided him in building iD into the brand and company that it is today.
Shamsudeen works his magic so an iD meal tastes and feels consistent wherever you cook one. He oversees production operations across geographies and ensures that all our products meet our stringent norms and our consumer's expectations.
Nazer has a keen sense of our consumer's palette. This insightful approach to the business helped us in developing iD batter, our flagship product. Coupled with a foresight about market trends, Nazar oversees product development with the sole aim of helping you deliver a home-made meal with help from iD.
Our man with the sales plan, Jafar has meticulously designed and created iD's unique distribution model. So critical to a fresh food brand that refuses to rely on preservatives or chemicals to increase shelf life. From a few hundred stores, iD is today available in several thousands and counting.
Noushad understood early on that iD's vision of home-made food for all would not be possible without the right people to drive that vision. Building iD from a Human Resources perspective has been his priority from the get-go. So if you'd like to be part of the iD journey, you know who to call.
Impeccable Innovations awarded the best food marketing idea for the iD TrustShop concept.
The president and the members of Rotary Club Vijaynagar, Bangalore awarded the Vocational Excellence Award 2016 to Mr. Musthafa PC and his team for excellence in Food Processing Industry.
India SME forum in association with Micro, Small & Medium Enterprises (MSME) Government of India, awarded iD Fresh Food as one of the top 100 SME companies in the overall evaluation of financial and non-financial parameters amongst 49023 nominations.
Indian Institute of Packaging (IIP) presented the Indiastar 2015 award to iD Fresh Food for its innovative packaging of it's iD Idly and Dosa 1 kg Batter
This award is the 5th edition of Entrepreneur India Awards 2015, organized by US-based, Entrepreneur Magazine in media partnership with Times Now.
In a market segment identified by the commodity itself more than the brands, iD's patented batter package design clearly stood out for its ergonomy, convenience and attention to aesthetic balance. Noticed & appreciated by consumers across India, the design has spawned several imitations. And indeed, we are thankful for the flattery.
This award was presented by Indian Economic Development and Research Association (IEDRA) on the occasion of national seminar on ‘National Economic Development & Social Responsibility’ held on 9th August 2012 at New Delhi.
Thank god for the iD chapatis. Ever since we started getting the chapatis, we've started making more food at home and reduced our junk intake drastically! Feeling much healthier. Very grateful. Always #EatHomeMade
Ratna BhatnagarBusiness Analyst
Being a North Indian I never craved idlis and dosas. But when I shifted to Bangalore first thing I heard regarding food was iD's ready to cook batter. I tried it once and believe me, my whole family is a fan of iD products. Really hygienic and tasty. Keep up the good taste :)
Sonia BediHome Maker
What makes the south Indian dishes coming out my kitchen taste authentic? iD’s products. Perfect accompaniment to my cooking - Fresh & nutritious food to help me juggle with my many roles as a working woman and a home maker, without any compromise or guilt. I’ve even sent the parothas abroad to Indian family pinning for rotis in foreign land.
Anju Maudgal KadamFilm Maker
I just love your products. I am greatly satisfied with all of them. Malabar Parota is my favourite and the Chettinad Chutneys are to die for. I really appreciate your effort of serving us the best ready to eat food. iD is doing a huge favour for us working women, who have to work outside and at the kitchen everyday. I really love the packaging, the website design and the Facebook page.
I have been a huge huge fan of iD products since their inception into the market. For someone who is single yet a healthy eater, their products have had a trust winning appeal - From their neat packing, quality ingredients to how tasty they really are. My relentless enthusiasm for making curries have always found a soul-mate in their Wheat Parotta and Idly/Dosa batter. So when i have date night at home, I always count on their food to be my wing-man !
Abhinand NairSenior Financial Advisor