Gearing Up For Growth & Sustainability: A Case Study on ‘iD Fresh Food’

Abstract

The case is all about the journey of an entrepreneur Mr. Musthafa with his venture iD Fresh Foods India Ltd. Back in 2006 with a humble beginning, as a small store selling Idli and Dosa batter at Tippsandra, Bengaluru, iD at 2018, has grown multi-fold, presented in over 21,000 stores, 17 cities and is planning to expand to 30 cities in next few years. A number of accolades in its hat like “Best food marketing idea 2016”, “Vocational excellence award 2016”, “Best packaging design award 2015” and many other appreciations, “iD Fresh Food” would be a great case study for the B-school students or students of other business management courses and would add value to the marketing or entrepreneurship literature. This case study specially examined the marketing strategies adopted by the company to establish itself in the cluttered RTC (Ready to cook) packaged food sector in an emerging market scenario. The issue of the case is to examine whether the company should diversify or continues its basic philosophy of serving natural preservative free packaged food items and how far the closely-knit management style is going to sustain its market leadership position in future.