Innovation is the only way to stay ahead of the competition, CEO, iD Fresh Food

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

e4m by Neethu Mohan
Updated: Jun 11, 2018 8:49 AM
PC Musthafa iD Fresh Foods

Started in 2006, as a little establishment in the bustling streets of Bangalore, iD Fresh Food has come a long way and set several milestones along the way. What started as a 1 city, 1 product, 4 employee company, is a 1000 crore business now with 12 SKUs and its footprint in 16 cities (national & international), with 1500 plus employees and presence across 18000 plus stores.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

“The journey has been enthralling. iD has come a long way over the last 13 years. When we started the journey, little did we know that iD would be a trusted household name and would be serving millions of people healthy food every day,” said PC Musthafa.

On Challenges iD Fresh faced in the initial days:

One issue we still face is the general perception about packed food items. It’s perceived to be unhealthy and full of preservatives and chemicals. It is a mammoth task to persuade customers and get them to believe that our products are natural, fresh and free of any additives or chemicals.

Another issue which we faced was establishing a well-knit distribution system. After running through many business ideas on distribution, the founders of iD decided to create an internal distribution and supply chain team rather than appointing a third party. This way we have a cohesive and seamless distribution network in the cities we operate in.

“ iD's DNA is made of the following- product, people, branding & packaging, technology and distribution. Having the right product at the right time, at the right place and hiring the right kind of people has helped iD grow as a brand,” said Musthafa.

Dealing with competition:

iD is known for its disruptive marketing strategies. May it be product innovation like iD-Squeeze-and-Fry Vada Batter or larger than life campaigns like iD Trust Shop. Innovation is the only way to stay ahead of competition

Marketing and Advertising strategies followed:

“At iD we’ve a 360 degree marketing strategy which includes ATL, BTL, PR, Digital etc. We apportion the budgets across various marketing mix to ensure brand visibility and ROI,” said Musthafa.

On the biggest marketing plan for iD Fresh as a brand:

There have been quite a few marketing campaigns which have garnered great response like the Trust Shop, Mother’s Day, Independence Day campaign etc.
We’ve just launched another campaign called ‘Meet Your Neighbor’ which attempts at bringing world closer, starting with neighbors. iD would be the catalyst in bridging the gap between neighbors and creating new friendships.
Meet Your Neighbour.

MYN is an initiative by iD Fresh Food to bring communities together over a nice, home-made meal. The idea is about making neighbors less strangely and more neighborly. The project aims to erase walls between neighbors, open doors and hearts to create new friendships over a home-cooked meal.

This initiative of iD bridges the gap in the community we live in and there’s nothing better than a home-cooked meal and food being the treat.
iD Idly Dosa Batter packaging and Malabar Parota packaging would take up the theme of MYN initiative. The pack theme would be bridging divides and making friends happen over a meal. An interested consumer could reach out to us on and place an order which will be delivered to their doorstep.

On Game plan for 2018

Our key focus areas would be building state-of-art facilities and geographical expansion both in India & overseas.

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