The Success Story Of iD Fresh Food

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
 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
 Timeline-How did it all begin?

2008 2014

Demand Raised Rs 35
2007 Increased so 2013 crore in the
2006 Invested 40 first round of
lakhs in 2008 funding from
Mustafa Started 2017
PC Mustafa and got MBA ,
and bought a 2009 operations in
Hellion
2500 square Venture
his 4 cousins officially feet shed Dubai Partners
invested Rs joined as
Sold Premji Invest
25,000 to start CEO of iD
property and acquired a
business, Fresh Food
invested 25% stake
established iD
Rs 30 Lakhs in the
Fresh Food
company

2020
2010
2005

2015
 iD Fresh Food-Overview
Vision Mission Values

• To become a fresh • To make the • Speed

food brand, admired preparation of home- • Simplicity
and trusted the world made meals a pleasure • Authenticity
over
• To grow into a 1000
crore market leader
• To become one of the
best and most sought-
after companies to
work for
 No preservatives. No chemicals.
It's food, only food

• Their products are 100 percent natural without any Sales

preservatives or additives
• Idly/ Dosa batter
15%
• Ready to heat Parotas Idly, Dosa
• Chapattis 50% Chappatis
• Natural curd 35%
Others
• Paneer
• Vadas –Pouch comes with a spout that squeezes out the
batter in a vada shape
 Campaigns-OOH
iD Trust Shop

• 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
 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
 Financials-Expected Revenue
1000
Revenue( In Crores )

250

150
100

2015-2016 2016-2017 2017-2018 2018-2020

Year
 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
 • 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

$25M Total Funding

$5.7M
$30.7M

2014 2017
 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
“If you have the passion to start something, do it
immediately. Don’t wait for tomorrow”
– PC Mustafa, CEO iD Fresh Food
Thank you!