We are targeting a net revenue of Rs 350 cr in FY20: PC Musthafa, iD Fresh Food

PC Musthafa, CEO & Co-Founder iD Fresh Food tells us about the company's new vertical, marketing mix, upcoming campaigns and expansion plans

by Neethu Mohan
Published - Mar 29, 2019 8:31 AM Updated: Mar 29, 2019 8:31 AM
PC Musthafa iD Fresh

After over a decade of successfully providing nutritious South Indian breakfasts to millions of people, iD Fresh Food has entered the fast-evolving organic food market, with a sharp focus on accessibility and affordability, that aims to address the modern-day challenges of food sustainability in India. 

In a quick chat with exchange4media during the launch, PC Musthafa, CEO & Co-Founder iD Fresh Food spoke about the new vertical, marketing mix, upcoming campaigns, and, expansion plans.

Speaking about 2.0 version of iD Fresh Food, PC Musthafa, CEO and Co-founder said, “The second version of our enterprise carries forward the company's mission of bringing together the best of tradition and innovation. Most of us have forgotten that India was traditionally organic in its farming. The fertilisers and pesticides came in later, courtesy global influences. At iD Fresh, we are making earnest efforts to go back to our organic roots and embrace the goodness of nutritious food, while cutting down on our carbon footprint. We are constantly in the process of bettering ourselves. A dedicated team has been working on the organic product category for the last two years and we are excited to see how our customers respond to iD 2.0.”

“All our ingredients and processes are compliant to organic certification norms – from reputed suppliers to storage facilities and manufacturing units. We plan to take a systematic approach in transitioning over from conventional to organic,” added Musthafa. Speaking about the brand’s campaigns Musthafa said, “If you take a look at our campaigns like Meet Your Neighbour, they speak about strong emotional connectivity. We are trying to bring goodness in people and society. We will be coming up with new campaigns for iD 2.0 during the June-August period.”

Telling us more about the marketing mix of the brand, Musthafa said, “Most of our investments goes into product and packaging. We don’t have a celebrity brand ambassador; our products are our heroes. We do ATL, a bit of BTL, a bit more of sampling and a decent share in Digital.” Commenting on the fake products similar to iD products he said, “It all depends on how we perceive it, a city like Bangalore needs batter for 2 crore idlis every day and I am providing batter for around 5 lakh idlis per day. My market size is 2.5%. The issue of fake products is going to be there, and I don’t think I will be able to tackle it.”

Speaking on the company's expansion plans Musthafa said, “Our net revenue for last financial year was Rs 210 crores and we are targeting a growth of Rs 350 crores in FY20. We are planning to achieve it through the organic food segment, through new stores which will be expanded to new regions. We have launched our operations in Ahmedabad and Delhi. We will be launching in Kolkata during the April-May period. iD will also be launched in Muscat in the first week of April.”

The phase-wise transition of iD Fresh products into iD Organic kick-started this month, with their flagship offerings - Idly and Dosa batter, Wheat and Oats Dosa batter, Rice Rava Idly batter, Ragi Idly & Dosa batter, Malabar Parota and Wheat Parota - in the Bengaluru market. Over the course of the year, other iD Fresh products, such as Natural Paneer, Filter Coffee Decoction, Wheat Chapati, and the globally-acclaimed Vada batter, will join the organic group.

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