ID FF Case Study Assignment Indian Cousine

Battering the Way
to Establish a Global
Identity:
iD Growth Strategy
Presented By
Engr. Muhammad Omamah Saeed
Assistant Director (Environment), Dasu HPP WAPDA
INDIAN CUISINE
AND FOOD CULTURE
A DIVE INTO THE DIVERSITY AND TRADITION
INDIAN BREAKFAST DIVERSITY
1 2 3
Indian breakfast South Indian Traditional,
varies by region breakfast healthy, and
and culture includes idly, frequently
dosa, sambhar, consumed
and chutney.
THE SIGNIFICANCE OF HOME-
COOKED MEALS
• Food plays a vital role in Indian culture,
fostering family bonds
• Dabbawalas of Mumbai delivering home-
cooked tiffin for a century
• Despitemodernization, home-cooked meals
remain central
• Introduction of Ready-to-Cook (RTC) food to
save time
RTC FOOD MARKET
TRANSFORMING INDIAN FOOD CULTURE
THE CHANGING LANDSCAPE
• Liberalization and globalization brought job opportunities.
• Women's roles in the workforce increased, but

responsibilities at home remained.
•A need for simplified cooking processes and RTC products

emerged.
THE EMERGENCE OF RTC SEGMENT
• RTC market driven by changing tastes and busy lifestyles.
• Key players: Nestle India, MTR Foods, ITC Ltd., and others.
• Introduction of instant noodles and breakfast items.

GROWTH AND FUTURE PROSPECTS
• The RTC food market expected to grow at a CAGR of 18.97%.
• Targeting busy professionals seeking convenience and nutrition.
• Local entrepreneurs catering to traditional tastes, like idly and dosa.
• RTC mixes gaining popularity, indicating significant growth potential.

ORIGIN AND GROWTH The Journey of a
Homemade Batter
OF ID FRESH FOOD Business
FOUNDING VISION
• iD Fresh, a natural food company, founded by Mr. P. C.

Musthafa
• The inspiration to provide hygienic, preservative-free batter
• The idea of making homemakers' lives easier while giving

them credit for traditional dishes.
IDLY
Savoury
Rice Cake
which is
usually
white in
color
DOSA
Dosa is a
pancake which
is made out of
fermented batter
EARLY BEGINNINGS AND GROWTH
• In 2005, iD Fresh started with a small investment of INR

25,000.
• Initial operations from a 50 ft² space, gradually expanding.
• Rapid growth, reaching 3,500 kg of batter production daily

within 2 years.
EXPANDING THE BUSINESS
• Mr. Musthafa's investment of INR 4 million led to a larger
facility in 2007.
• Official entry of Mr. Musthafa as CEO after completing his

MBA.
• Introduction of new food items and raising funds for

expansion.
iD PRODUCTS
Idli/Dosa Batter
Ragi Idli/Dosa Batter
Rice Rava Idli/Batter
Vada Batter
Malabar Parota
Whole Wheat & Oats Dosa
Natural Paneer & Curd
iD FRESH TODAY
• iD products sold across multiple Indian cities and international
locations.
• Diverse product range, including parottas, chapattis, vada

batter, and more.
• Impressive revenue growth from INR 2 million in 2011-2012

to INR 1.5 billion in 2016-2017.
AN INNOVATIVE
MARKETING
INITIATIVE
Trust Shops by iD Fresh
INTRODUCTION OF TRUST SHOPS
• Trust shops: A unique marketing initiative by iD Fresh.
• Phase 1 (2016): Unmanned shops in various locations,

encouraging trust-based transactions.
• High collection rates in apartment buildings and residential

complexes.
TRUST SHOP 2.0 DURING COVID-19
• Trust Shop 2.0 launched in 2020 in Mumbai.
• Serving customers in COVID-19 hotspots.
• Coordination with Resident's Welfare Associations (RWA) for

orders.
• High payment rate (97%) without follow-ups, showcasing trust

in customers.
FUTURE EXPANSION AND IMPACT
OF TRUST SHOPS
• Future plans to introduce trust shops in airports, railway stations,
and bus stops.
• Focus on promoting trust and healthy living.
• Innovative brand-building exercise with a broader societal impact.
• Current presence in cities like Bangalore, Chennai, Mumbai, and

Hyderabad, with a total of 42 trust shops.
CHALLENGES AND Catering with the
GROWTH STRATEGIES market demands
Market
Challenges
iD Fresh
Food
Product Leadership
Challenges Challenges
FUTURE GROWTH OPPORTUNITIES
FOR iD
• PC's vision: Reach INR 10 billion in 2023-2024.
• Targeting overseas markets with sizable Indian populations.
• Examples of Indian diasporas in the United States, Canada,
and Sri Lanka.
• Funding of INR 1,500 million from Azim Premji's VC firm,
Premji Invest, in 2017.
• Expansion plans to North America, Europe, and Asia in the
next 5 years.
DECISION MAKING DILEMMAS
• Success attributed to right decisions based on experiences.
• Current dilemmas for the founders:

Developing a business plan and marketing mix for global growth.
Exploring market entry strategies for international expansion.
Considering a global organizational structure for effectiveness.
DISCUSSION
QUESTIONS
Market
Research
Exit
Strategy
Market
Entry Strategy
Appraise the
options
Monitoring
and Product available to
the CEO to
Adaptation
Evaluation
expand into
Team and
Resources
Marketing
and international
markets
Branding
Operations
Financial
and Supply
Projections Chain
Distribution
and Logistics
APPLY MICHAEL PORTER’S FIVE FORCES
FRAMEWORK FOR INDUSTRY ANALYSIS AND RISK
ASSESSMENT TO ID FRESH FOOD COMPANY
Threat of New Entrants
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitutes
Competitive Rivalry
Risk Assessment
• Market Saturation Risk
• Supply Chain Disruptions
• Changing Consumer Preferences
• Global Economic Factors
IF YOU WERE THE MARKETING HEAD OF ID FRESH FOOD,
WHAT MARKETING MIX STRATEGIES WOULD YOU
FORMULATE TO CAPTURE THE INTERNATIONAL MARKET?
DISCUSS
Product Price Place Promotion
Physical
People Process Partnerships
Evidence
APPRAISE THE OPTIONS AVAILABLE TO THE CEO TO
EXPAND INTO INTERNATIONAL MARKETS.
Exporting
Franchising
Licensing
Joint Ventures or Partnerships

Strategic Acquisitions
Wholly Owned Subsidiaries
Online Sales and E-commerce
Trade Shows and Ecports Promotion
Market Test and Pilot Launch
SUGGEST A NEW ORGANIZATIONAL STRUCTURE FOR
ID IF IT IS PLANNED TO HAVE INDEPENDENT
OPERATIONS IN DIFFERENT COUNTRIES
CEO
REGIONAL
CFO
HEADS
COUNTRY
MANAGERS/GMs
FUNCTIONAL
DEPARTMENTS
GLOBAL
FUNCTIONS
CROSS-
FUNCTIONAL
TEAMS
DECISION MARKET
TRAINING AND
MAKING RESEARCH AND
DEVELOPMENT
AUTHORITY ADAPTATION
THANK YOU!

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Battering the Way

• Liberalization and globalization brought job opportunities.

• Women's roles in the workforce increased, but

•A need for simplified cooking processes and RTC products

• RTC market driven by changing tastes and busy lifestyles.

• Introduction of instant noodles and breakfast items.

• Targeting busy professionals seeking convenience and nutrition.

• Local entrepreneurs catering to traditional tastes, like idly and dosa.

• RTC mixes gaining popularity, indicating significant growth potential.

• iD Fresh, a natural food company, founded by Mr. P. C.

• The inspiration to provide hygienic, preservative-free batter

• The idea of making homemakers' lives easier while giving

• In 2005, iD Fresh started with a small investment of INR

• Initial operations from a 50 ft² space, gradually expanding.

• Rapid growth, reaching 3,500 kg of batter production daily

• Official entry of Mr. Musthafa as CEO after completing his

• Introduction of new food items and raising funds for

• Diverse product range, including parottas, chapattis, vada

• Impressive revenue growth from INR 2 million in 2011-2012

• Trust shops: A unique marketing initiative by iD Fresh.

• Phase 1 (2016): Unmanned shops in various locations,

• High collection rates in apartment buildings and residential

• Serving customers in COVID-19 hotspots.

• Coordination with Resident's Welfare Associations (RWA) for

• High payment rate (97%) without follow-ups, showcasing trust

• Focus on promoting trust and healthy living.

• Innovative brand-building exercise with a broader societal impact.

• Current presence in cities like Bangalore, Chennai, Mumbai, and

• Success attributed to right decisions based on experiences.

• Current dilemmas for the founders:

Product Price Place Promotion

Joint Ventures or Partnerships

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