Abstract

The case “iD Fresh – An Entrepreneurial Success Story” talks about the journey of iD Fresh (founded by PC Musthafa) from a startup to becoming a niche player in the ready-to-cook breakfast market in India. The case starts with a brief history of Musthafa. It then describes the creation of the iD brand, launching of new products, and expansion of iD Fresh to different locations across India and the Middle East. The case also touches upon the launch of different marketing campaigns by iD Fresh, and its use of innovative packaging. Besides, it highlights the challenges faced by iD Fresh and its future plans.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the factors that motivate a person to become an entrepreneur.
• Understand the different entrepreneurial styles and their outcomes.
• Understand the role of creativity in the success of an entrepreneur.
• Understand the phases of idea cycle for an entrepreneur.
• Identify the challenges faced by an entrepreneur.

Keywords

iD Fresh; Entrepreneur; Entrepreneurship; Leadership; Musthafa; Ready-to-Cook Market; Breakfast; Idly; Dosa; iD Daileez; Startup; Kirana; Zero Inventory; Market Expansion; Marketing Mix; Packaging