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iD Fresh-An Entrepreneurial Success Story |
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In December 2005, the startup, iD Fresh, was launched by Musthafa and his cousins, and it started operating from a 550 square feet kitchen in Tippasandra, Bengaluru, with two grinders, a mixer, and a sealing machine. They supplied 100 packets of batter to 20 stores in Bengaluru under the brand name ‘iD’ – for Idly, Dosa. Highlighting the purpose of launching this business, Musthafa stated, “We wanted to ensure that busy working women had access to healthy and good quality idli-dosa batter.”.. |
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PayPal (7 USD)
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| A key challenge for iD Fresh was wastage. In the early days, wastage was as high as 25%. In order to bring down wastage, the founders created a zero-inventory business model, in which they captured store-wise, day-wise and location-wise data with the help of technology. That highlighted the number of units supplied, sold, and left unsold. The use of a predictive algorithm enabled the company to find out the exact number of units to be supplied to each retail store every day. And it ensured that it didn’t keep any stock throughout the supply chain. That resulted in zero finished products in the factory... |
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| By 2009 and 2010, the founders thought of expanding their business across the country. Accordingly, in 2010, the company launched its products in Chennai. But it couldn’t sustain itself there because of the poor quality of refrigeration and air-conditioning facilities. . |
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| By November 2016, iD Fresh was manufacturing 50,000 kg of batter daily at its units across India and Dubai. While 50 % of iD Fresh’s business came from idli/dosa batter, 35 % came from parotas and the rest from chapatis, curd, and paneer. .. |
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| As of 2017, the ready-to-cook market was valued at Rs. 2.75 billion. This market was divided into two sub segments: Non Frozen Ready-to-Cook and Frozen Ready-to-Cook. The Non Frozen segment had Curries/Meals, Batter and Paste, Indian Pasta, and Desserts. And the Frozen section included Snacks and Meat Snacks... |
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| After establishing a larger presence in the Middle East market (Dubai, Sharjah, Abu Dhabi, and other cities in the UAE) by targeting NRIs, the company generated 25% of its revenues from the Middle East (Refer to Figure XI for iD Fresh’s Revenue By Geography). .. |
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