Leading The Fresh Food Revolution : Id Fresh Food

The pandemic has changed everything, including the way consumers shop. According to the latest edition of EY Future Consumer Index, published earlier this year, the surge in e-commerce continues in the US, despite most brick-and-mortar stores reopening with safety measures in place.

In India, extended lockdowns and measures to curb the spread of the second wave of Covid-19 have further strengthened the e‑commerce ecosystem. “There’s immense opportunity in the online retail space today,” said PC Musthafa, CEO and Co-founder, iD Fresh Food. 

As India’s largest fresh food brand, operating in 30+ markets across the country, iD has witnessed a significant surge in consumer demand for its products online since March 2020. “E-commerce has surpassed the modern trade business in certain categories and centres. Currently, e-commerce accounts for nearly 20% of iD’s revenue from metro markets, and is growing at over 100% over last year,” noted the entrepreneur. Available in over 30,000 plus retail outlets across India, US and UAE, iD, however, continues to invest and expand its offline retail presence, perhaps making it a rare omni-channel player in the fresh food segment. 

Leveraging fresh opportunities

As consumer behaviours change, businesses need to evolve too. In March 2021, iD set up its maiden online store for its blockbuster product - Instant Filter Coffee Liquid (available in three unique blends). Driven by the enthusiastic consumer response, the Bengaluru-based brand is now working towards integrating more products, like idli & dosa batter, parota, paneer and curd, on its e-commerce platform.

Although B2B business and modern trade channels have been impacted, iD’s B2C business growth has been remarkable. As an essential service provider, the company recorded double the growth in FY 2020-2021 as compared to the previous year. “We sold a whopping 35 crore idlis, 10 crore parotas, 4.3 crore chapatis and 2 crore cups of coffee,” said Musthafa.

The company’s dairy business has scaled up too, with the growing popularity of iD Natural Paneer and iD Natural Thick Curd in key markets. In the next three months, iD is looking to achieve a 100 crore annual run rate with the dairy business.

“All our products are healthy, hygienic, and free of preservatives. They aim to simplify the cooking process, but not at the cost of health, freshness, safety, or taste,” reasoned the ace innovator, who is targeting a 45% revenue growth for this financial year. 

Ensuring remote working works

Musthafa credits the dedication and earnestness of his colleagues for iD’s growth trajectory during the pandemic. It is a strong testament to the workforce’s ability to work remotely, without impacting efficiency.

As a pioneering fresh food company adopting the highest level of hygiene and safety protocols, iD was quick to adapt to the ‘new normal’. “We came up with multiple innovations like Store Finder and Trust Shop 2.0 that helped our customers get easy access to our products,” he noted.

While businesses are learning to do more with less, pandemic-induced transformations also come with challenges. “Some of the new launches had to be pushed back a few quarters. However, we are excited to have started work on two product trials this year. Hopefully, we’ll be able to introduce these new products to our customers soon,” said the IIM-Bangalore alumnus.

Charting the future 

When you are in the midst of a global pandemic, you need agility and responsiveness to stay relevant as a business. While iD is still positive about its upcoming plants in Delhi and UAE, “the timelines are likely to be slightly altered due to the current scenario”.

Musthafa finds strength in the powerful quote by the 14th Dalai Lama, “There is a saying in Tibetan, ‘Tragedy should be utilized as a source of strength.’ No matter what sort of difficulties, how painful experience is, if we lose our hope, that’s our real disaster.”

As we navigate this next phase of uncertainty, the entrepreneur sees hope in mass vaccination. “Also, let’s be kind to each other. We may not always know of the grim battles that someone else is fighting,” urged the erstwhile school dropout, who continues to be grateful for the kindness of people who showed faith in him all those years ago.