In 2011, as a newlywed, I discovered iD Fresh Food's ready-to-cook batter packs at my local supermarket. The joy of effortlessly making soft idlis and crispy dosas was incredible, freeing me from the messy process of grinding rice and urad dal for hours.

This personal revelation mirrored the experience of countless South Indian households, where the convenience of fresh, stone-ground batter in a pack revolutionized the traditional breakfast routine.

Founded in 2005 by P.C. Musthafa and his four cousins in a 50 sq. ft. kitchen in Bangalore’s Thippasandra, iD Fresh Food today stands tall with an annual revenue of ?600 crores, a 70% market share in its key category of dosa batter, and a presence in India and overseas markets like Dubai.

iD's journey, however, is far from just another FMCG success story. It’s a testament to relentless innovation, customer trust, and a deep commitment to quality and ethics.

A Promise Rooted in Purity

What sets iD Fresh apart from its competitors is its unwavering commitment to three key promises:

Consistent taste and quality all year round.

Convenience, readily available for modern families.

No added chemicals or preservatives.

These principles have driven every decision, from product development to operations. iD’s "no chemicals" promise, for example, makes manufacturing and supply chain management significantly more challenging—especially for a product as unstable as fermented batter. Despite the extra cost and effort, iD has remained steadfast in its values, winning over customers who trust that their food is as close to homemade as possible.

Innovation at Every Turn

iD Fresh’s success isn’t just about creating great products—it’s about innovating at every level. From their viral Squeeze & Fry Vada Batter, which solves the age-old problem of shaping medu vadas, to grated coconut in an actual coconut shell, iD’s products are built around solving real customer pain points.

Even something as simple as butter has been reimagined, with their prototype for a "butter stick" in a roll-on format to make buttering toast more convenient.

Their packaging innovations are just as impressive. When iD noticed that parathas were breaking in traditional packaging, they introduced sealed triangular packaging to protect their product. Every challenge becomes an opportunity for innovation, reinforcing iD’s reputation as a customer-centric brand.