What began as a modest effort by a few cousins in a tiny Bengaluru kitchen has today become one of India’s most inspiring entrepreneurial success stories. iD Fresh Food, a pioneer in the ready-to-cook segment, was founded in 2005 by brothers PC Musthafa, PC Faisal, and their cousin PC Rishan. With just ₹50,000 in seed capital and a 50-square-foot kitchen, the founders transformed a small experiment into a ₹500-crore brand known for bringing authentic South Indian breakfast to homes with convenience and quality.
A Problem That Sparked an Idea
The idea for iD Fresh Food was born out of a simple frustration. Living in Bengaluru, the cousins noticed that ready-made idli and dosa batter sold in the local market often lacked hygiene and consistency. As South Indian breakfast staples, these dishes required time and skill to prepare from scratch, and urban consumers were increasingly looking for quick yet authentic options.
Seeing an unmet need, Musthafa — who had left behind a secure corporate career — joined forces with his cousins to create a product that would combine tradition with modern convenience. They were determined to retain the authenticity of home-ground batter while ensuring that hygiene and freshness were never compromised.
The Early Days: Innovation and Grit
In the beginning, the team operated out of a cramped kitchen in Bengaluru, grinding batter using traditional stone grinders and packaging it by hand. They delivered their first few packets to nearby apartments on foot, personally collecting customer feedback. Word spread quickly through friends, neighbours, and small grocery stores impressed by the product’s quality and consistency.
Despite limited resources, the founders remained committed to quality. They refused to add preservatives, choosing instead to innovate with cold-chain storage to extend shelf life naturally. This emphasis on freshness became a defining feature of the brand.
Growth Through Trust and Consistency
By 2010, iD Fresh Food had reached ₹10 crore in revenue — a significant milestone for a bootstrapped venture. The company expanded its reach beyond Bengaluru, setting up operations in cities like Chennai, Hyderabad, and Mumbai. Strategic tie-ups with retail chains such as Big Bazaar, Reliance Fresh, and later with online grocery platforms, helped bring their products to a wider audience.
The brand also diversified its offerings. What began with idli-dosa batter expanded to include parotas, chapatis, vada batter, paneer, and even instant filter coffee decoction. Yet, at the core of every product was a simple philosophy — to make food that is fresh, natural, and free from chemicals or preservatives.
A Sustainable and Scalable Model
Over the years, iD Fresh Food has built a robust supply chain, investing heavily in technology and automation while staying true to its traditional roots. The company’s factory in Bengaluru now produces thousands of kilograms of batter every day under strict quality control.
Sustainability has been another focus area. iD has introduced eco-friendly packaging and works closely with local farmers to source ingredients. It also maintains transparency in its production process — even offering factory tours to consumers to demonstrate how their food is made.
Recognition and Global Footprint
Today, iD Fresh Food products are available not only across India but also in international markets such as the UAE, Oman, and the US. The company has received several accolades for innovation and entrepreneurship, and Musthafa, the CEO, has often spoken about iD’s mission to create a “fresh food revolution.”
Despite its rapid growth, iD Fresh Food remains privately held and proudly bootstrapped. Its journey from a 50 sq ft kitchen to a ₹500-crore enterprise is often cited as an example of how innovation rooted in tradition can create scalable, ethical businesses.
A Story of Family, Values, and Vision
At its heart, iD Fresh Food’s success is a story of family collaboration, resilience, and staying true to core values. By addressing a simple everyday problem with integrity and innovation, the founders have built not just a business, but a brand that resonates with millions of households.
About The Author
