Himanshu Rao (Marketing) Entrepreneurship Assignment PDF

University of Lucknow
Department of Business Administration
Case Study on First Generation Indian Entrepreneur

Mr. Musthafa PC - CEO ID Fresh Food (India) Pvt Ltd.
Subject: Entrepreneurship & Project Planning
Submitted to: Sir Sanjay Medhavi
Submitted by:
Name: Himanshu Rao

Roll No. 190012135041
MBA - Marketing (2019-2021)
1
Acknowledgement
I would like to express my special thanks to my teacher Sir Sanjay

Medhavi for providing me the opportunity to prepare this
assignment on “ Case Study on First Generation Indian
Entrepreneur Mr. Musthafa PC - CEO of iD Fresh Food (India)
Pvt Ltd.” Through this study I came to know about the wider
knowledge regarding the various aspects of Entrepreneurship, its
element and how I can utilize this knowledge in my life converting
various ideas into opportunity and reaping them into a profitable
venture.
I would also like to thank my friends who helped me in completing

this project.
2
Introduction
Entrepreneur - The Entrepreneur is commonly seen as an

innovator, one who proposes or design new ideas and business
processes. Management skills and strong team building abilities
are in general considered as essential leadership attributes for a
successful entrepreneur. Political economist Robert Reich
considers leadership, management ability and team- building to
be essential qualities of an entrepreneur.
The First Generation Entrepreneurs are the one who don’t get
or have any aid from their family background or by other means
but use their innovation and potential to create a business and
succeed in their life by running that business efficiently.
Here I am undertaking the Case of one such great entrepreneur

Mr. Musthafa PC - CEO of ID Fresh Food (India) Pvt Ltd.
About CEO - Mr. Musthafa
A Village boy from Kerala who failed in 6th grade. In 1995, he

graduated as software engineer from NIT Calicut and got placed
in Bengaluru based start-up for pay of around Rs 6000/- per
month. Later, he got a job in Motorola for Rs 15,000/- per
month and went Ireland, worked for a year and a half . Then he
shifted to Citibank, Dubai and salary crossed Rs 1,00,000/- In
2003, after spending 7 years in Middle East he returned to
Bengaluru with a savings of Rs 15,00,000/- and decided to do an
MBA. In 2006, started ID Fresh Food . In 2007, graduated from
IIM Bangalore and acquired the position of CEO at ID Fresh
Food.
He is the one who decided to become an entrepreneur and

employ people from the rural India. Crazy idea for home-made
batter was the spark needed to embark on ambitious
entrepreneurial journey towards ID Fresh Food. Today, fresh
idli and dosa batter made by company ID Fresh reaches homes
3
in Bengaluru, Chennai, Pune, Mumbai, Delhi, Hyderabad,
Mangaluru and even Dubai.
Today, they produce around 50,000 kg of the product in their
plant. The total investment must be around Rs 4 crore (Rs 40
million) and revenue is Rs 100 crore (Rs 1 billion). They
became a Rs 100 crore company in October 2015, they have
grown from producing 10 packets a day in 2005, with just their
cousin managing the kitchen, to 55,000 packets a day with 1,100
employees in 10 years. As the batter business is all about
grinding rice and dal in correct manner ID Food teamed up with
a German company to develop a heavy-duty grinder. Traditional
grinders can grind about 3kg of dal in an hour. They developed
grinders that can grind thousands of kilos every hour that gave
them competitive advantage.
About Brand
Everybody loves home-cooked food, however, due to shortage

of time people do not want to spend lots of time in kitchen. ID
Fresh Food is just like professional assistant in the kitchen,
helping the people with 100% natural and authentic Indian
meals; with no chemicals, preservatives or artificial flavors.
ID Fresh has come a long way to become India’s largest

fresh food brand. From making idly/dosa batter in a 50-sqft
kitchen in Bengaluru to revolutionizing food packaging, the
company is now an INR 1000 Cr brand with a presence in over
45 cities across India, USA and UAE.
Overview
Industry - Food Production
Company size - 1,001-5,000 employees
Headquarters - Bengaluru, Karnataka
4
Type - Privately Held
Founded - 2005-2006
Website - https://www.idfreshfood.com/
Vision -
• To become a fresh food brand, admired and trusted the world
over.
• To grow into a 1000 crore market leader.
• To become one of the best and most sought- after companies to
work for.
Mission -
• To make the preparation of home- made meals a pleasure.
Values -
• Speed
• Simplicity
• Authenticity
No preservatives, No chemicals. It's food, only food.

Their products are 100 percent natural without any preservatives
or additives.
Products -
The company’s product range has grown to include a wide range
of fresh ready-to-cook foods including ‘Squeeze and Fry’ Vada
Batter, Ragi Idly/Dosa batter, and Natural Paneer. The company
has also launched an organic product line and will soon be
converting its entire operations to organic.
• Idly/ Dosa batter
• South Indian Filter Coffee decoction
• Ready to heat Malabar Parothas
• Chapattis
• Natural curd
• Paneer
5
• Vadas –Pouch comes with a spout that squeezes out the batter
in a vada shape.
ID Fresh manufactures 55,000 kg of idly/dosa batter every day

and delivers it to over 30,000 retail outlets.
Awards & Certifications
ID Fresh Food has been awarded certifications from the

Agricultural and Processed Food Products Export Development
Authority (APEDA), National Programme for Organic
Production (NPOP), United States Department of Agriculture
(USDA) and Jaivik Bharat under the Food Safety and Standards
Authority of India (FSSAI). They take pride in its home-grown
manufacturing style, in ultra-hygienic factories that follow the
best-in-class manufacturing processes, using state-of-the-art
equipment. For the 1000+ team at ID Fresh, the mission is to
ensure that healthy food doesn’t become a casualty in the
maddening rush of everyday life. Because food is not just for the
body, but also for the mind and soul.
Campaigns
ID Fresh Foods set up 17 outlets of its Trust Shop across

Bengaluru. There are no salesmen or cash machines at these
stores. It has only a piggy bank of sorts, where residents can
drop off the cost of the product they wish to buy. Stall runs
solely on trust. 24*7 access to fresh food ID Trust Shop.
Tie-ups
In 2016, ID Fresh Foods partnered with Nilgiri Dairy Farm to

produce dairy products such as paneer and curd. This is the first
dairy-based product line by ID Fresh Food, which is known for
its packaged idli and dosa batter.
6
In 2017, Paytm has come up in association with “ID Fresh
Food” and offering Rs 20 Paytm cash on purchase of ID Food
pack.
Growth and Success Timeline-

From 2005 to now, here’s story of how the venture grew.
 2005-2006
Musthafa and his 4 cousins invested Rs 25,000 to start
business, established ID Fresh Food.
 2007
Musthafa got MBA , officially joined as CEO of ID Fresh
Food.
 2008
Demand Increased so Invested 40 lakhs in 2008 and bought a
2500 square feet shed.
 2009
Sold property and invested Rs 30 Lakhs.
 2013
Started operations in Dubai.
 2014
Raised Rs 35 crore in the first round of funding from Hellion
Venture Partners.
 2017
Premji Invest acquired a 25% stake in the company. Premji
Invest- Infused 170 Crore. It’s a private equity firm that
invests in both private and public equity of companies
operating in India.
 In 2017
• Became Professionally-run organization with 1300 employees.
• ID Fresh food runs on IT, operations are totally automated.
7
• Today manufactures more than 50,000 packets per day of
Idly/Dosa batter, Chapattis ,Natural curd, Paneer, Vadas.
• Operating in Bengaluru, Chennai, Pune, Mumbai, Hyderabad
and Dubai.
If you have the passion to start something, do it immediately.

Don’t wait for tomorrow” – Musthafa P, CEO ID Fresh Food.
8
References
 https://www.idfreshfood.com/
 https://www.linkedin.com/company/id-fresh-food-india-pvt-l
td-/
 https://www.bloombergquint.com/
 https://bangaloremirror.indiatimes.com/
 www.slideshare.net
Thank You.

Himanshu Rao (Marketing) Entrepreneurship Assignment PDF

Uploaded by

Copyright:

Available Formats

Himanshu Rao (Marketing) Entrepreneurship Assignment PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Himanshu Rao (Marketing) Entrepreneurship Assignment PDF

Uploaded by

Copyright:

Available Formats

University of Lucknow

Department of Business Administration

Case Study on First Generation Indian Entrepreneur

Subject: Entrepreneurship & Project Planning

Submitted to: Sir Sanjay Medhavi

Name: Himanshu Rao

I would like to express my special thanks to my teacher Sir Sanjay

I would also like to thank my friends who helped me in completing

Entrepreneur - The Entrepreneur is commonly seen as an

Here I am undertaking the Case of one such great entrepreneur

About CEO - Mr. Musthafa

A Village boy from Kerala who failed in 6th grade. In 1995, he

He is the one who decided to become an entrepreneur and

Everybody loves home-cooked food, however, due to shortage

ID Fresh has come a long way to become India’s largest

Industry - Food Production

Company size - 1,001-5,000 employees

Headquarters - Bengaluru, Karnataka

No preservatives, No chemicals. It's food, only food.

ID Fresh manufactures 55,000 kg of idly/dosa batter every day

Awards & Certifications

ID Fresh Food has been awarded certifications from the

ID Fresh Foods set up 17 outlets of its Trust Shop across

In 2016, ID Fresh Foods partnered with Nilgiri Dairy Farm to

Growth and Success Timeline-

If you have the passion to start something, do it immediately.

You might also like