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A small blast changed the way ready-to-cook brand iD Fresh approached its growth plans. The startup was launched in December 2005 by PC Musthafa and his cousins, Shamsudeen TK, Abdul Nazer, Jafar TK, and Noushad TA, and began by making idli and dosa batter from a 50 square feet kitchen in Tippasandra, Bengaluru. They worked and implemented controlled fermentation technology, implemented packaging redesign, and even became selective about the kind of stores they would supply to. People were not open to the idea of batter in a pack then; today, they sell 55,000 kg per day. iD Fresh is currently present in over 30,000 stores. Currently, iD delivers its ﬂagship idly and dosa batter, along with parota, paneer and ﬁlter coﬀee, to about 9000 households in Mumbai through trust shops. The model is also being rolled out in Bengaluru, Chennai and Hyderabad.
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