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Executive Summary
Introduction of company
iD fresh food was founded in the year 2006 by PC Musthafa. iD Fresh Foods was started in a 550 sq.ft room with one batter grinder and a packaging machine. The venture was named “iD Fresh” indicating an identity for fresh idli and Dosa batter. iD Fresh Food is now a well-known “Fresh Foods” brand across India and many international markets. The team at iD Fresh Food has a determined focus on delivering fresh food every single day to grocery stores across all cities where they operate. Starting from wet idly dosa batter, the company currently offers a wide range of products to its customers.The company has introduced some of the Indian breads like “just heat” whole wheat parota, “just heat” whole wheat chappathi, “just heat” malabar parota, “just heat” whole wheat parota junior, “just heat” mini parota, besides udupi style idly-dosa batter, natural paneer and natural curd. However, the main focus area for the company remains idly dosa batter which contributes to a major share of 55% to its total revenue, parotta contributing to 30%, chapathi 7% and the rest from dairy products. This wide array of products has helped the company to compete in a market that had a variety of ready to cook items in different flavours. iD fresh products are well known for 100 percent natural without any preservatives or additives in their products. The overall products in the company are distributed as follows.

iD fresh products
Channels used
To enhance the growth of the iD fresh food business, it adopted the Omni distribution channel to available in all the major markets. The robust distribution channels include own outlets, e-commerce, whole sale and retail distribution to major super markets and hyper markets across country.

? The primary business of the iD fresh food has been running on the daily direct distribution to the retailer shops, super markets, hyper markets and kirana stores across the city by their own truck and sales persons

? Supply directly to some of the largest Indian retailer chains namely, Reliance Fresh, Food Bazaar, Spencer’s, Nilgiris, Heritage, Total, Smart, Safal, More, MK Retail among others
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? iD Fresh Foods set up 17 outlets of its Trust Shop across Bangalore. The speciality of the Trust shop is, it is working without a salesman and cashier. It has only a piggy bank of sorts, where residents can drop off the cost of the product they wish to buy. It runs solely on trust and operates 24*7.
? It available through online distribution with most of the e commerce partners such as Big basket, Amazon, India mart etc.
? It tied up with Neelagiri’s and Paytm to enhance multiple products opportunities and easy payment options for the customers

Current sales data
In addition to home location, Bangalore, iD products are also supplied to distribution centres in Cochin, Coimbatore, Vijayawada, Guntur, Rajahmundry, Visakhapatnam, Mysore, Mangalore, and Pune. This expansion in the distribution benefited to the perishable product loss and growth in the revenue. With the existing team size of 1,000, iD is set to expand to 30 cities in the next five years and is already present in over 21,000 stores. The company expected to achieve revenue of Rs 150 crore this year and is looking at closing revenue of Rs 250 crore next year. In the next five years, iD is targeting revenue of Rs 1,000 crore.
? ID has attained a market share of close to 80% in their home location (Bangalore) with monthly sales of around Rs.2.5 crores and earnings at 18%.
? It entered markets of Chennai, Hyderabad and Mangalore in 2011 and Mumbai and UAE in 2012 generating average sales of around Rs.25 lakhs per month in these cities within a short period
? ID’s overall monthly sales are approximately Rs.8 crores.

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