ID Fresh Food (1)

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1 iD Fresh Food Private Limited in India Name Institution Date

2 iD Fresh Food Private Limited in India Ready-to-eat/ready-to-cook (RTE/RTC) food takeaways are becoming more popular as customer tastes for packed meals change. Food consumers increasingly want higher-quality products, more variety, and faster delivery (World Food India, 2023). iD Fresh Food Private Limited, an Indian RTE/RTC food takeaway firm started in 2005, provides fresh, nutritious, and delicious Indian food to people worldwide (idfreshfood, 2023). Since its founding in Bangalore by PC Mustapha and his four relatives Jafar TK, Abdul Nazer, Noushad TA, and Shamsudeen TK, it has sought to become a $10 billion brand. The brand offers a variety of RTE/RTC goods made with natural ingredients, altering the way Indians cook and creating trust by offering nutritious and high- quality breakfast and snack options. Since its founding in 2005, it has faced many problems, but it has created tactics to overcome them to stay in the food industry. This paper examines ID Fresh Food's difficulties, methods for brand loyalty, and operations. The report also seeks to understand its market competitors. Nature of operations ID Fresh engages in the batter, RTE, and RTC food industries worldwide. The batter category serves clients who want to make idli and dosa batter without fermenting and grinding it at home (Nandi, 2019). According to Id Fresh's CEO, batter preparation is tough and involves chefs, grandmothers, and aunties. The batter contains 0.01 fenugreek seeds and 1:4 split black lentils to rice. The semi-solid batter is made with low-sodium salt and RO-purified water (Rizwana M et al., 2017). The batter is well-packed without preservatives for easy bowling. Before 2014, the batter was sealed in a pack that had to be cut to transfer to bowls and store. Another packaging innovation, a transformer pouch with an umbrella nozzle to make a precisely

3 shaped Vada with a hole, was made that allowed storing contents on the pack after opening (Rizwana M et al., 2017). According to Rizwana M et al. (2017), ID Fresh's CEO stated that the company develops products that are mostly ready to cook and not ready to eat because they are designed to first reach the kitchen before being served on plates. Its ready-to-cook products include Indian bread like “just heat” whole wheat parota, chapati, Udupi-style idly-dosa batter, and natural cottage cheese that is traditionally made using lemon (Rizwana M et al., 2017). These goods make it easy to make excellent Indian snacks and dinners. The company still makes ready-to-eat items that save time in the kitchen. These divisions meet customers' dynamic demand for efficient and convenient culinary solutions that balance traditional cuisine and modernism. ID Fresh Food Company is a monopolistic RTC/RTE food industry. Unlike other companies, it differentiates itself by offering traditional and high-quality Indian foods like idli and parotta with natural ingredients and no additional flavors or preservatives for consumer convenience. Nestle, another RTC firm, produced instant noodles that boil in water in three minutes. Product pricing is controlled in monopolistic competition (Dhingra & Morrow, 2019). This is due to product processing changes. According to Nandi (2019), ID started with value- based pricing to target the upper and upper middle classes; hence their product prices were more than their competitors'. In 2017, Hallimane, its competitor, sold one kilogram of idli dosa for INR55, while the company charged Rs70. Musthafa believes that if items give value to customers, the price is always appropriate. As other organizations use branding and marketing to attract customers, the market remains competitive, requiring companies to innovate to stay ahead. Challenges

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4 ID business struggled to change public opinion about packaged food. The company had trouble encouraging individuals to switch from batter-making to pre-made batter due to unclear regulatory constraints on packaged foods and a lack of understanding (Nandini & Zachariah, 2021). Most Indians feel packaged goods are unhealthy because they contain chemicals, tastes, and preservatives. A company that claims to use natural ingredients was hard to accept. Most foods are packaged with preservatives to prolong shelf life, thus convincing consumers, staff, and merchants of their preservative-free products proved difficult. Cash flow for corporate finance was difficult. The company struggled to raise funds for commercial operations and necessities because none of the founders were wealthy (eSoft Training Solutions, 2024). The company’s CEO stated that they had to decline some orders that would have funded them since they didn't want to compromise their morals by working in a bar. The hot and humid climate in India lowered the shelf life of packaged items (Rizwana M et al., 2017), requiring the corporation to invest in various cooling systems that cost a lot of money. Lack of food business background is another issue. The company started by addressing a social problem (making idli), so the founders had no knowledge of how to make butter since chefs and grandparents did it and the group came from Kerala, where idli was rare (Nandi, 2019). Though the company made preservative-free food, fermenting the batter took time to achieve the correct consistency. The group worked for six months to perfect idli batter consistency. Strategies Identification of opportunities and use of common sense was the main strategy that ID Fresh company employed in its initial years. According to Nandi (2019), Musthafa observed that

5 there was a huge demand for ready-made idli dosa batter since people were purchasing them in disregard of its irregular supply and poor quality. To lessen their problem, the company sought to satisfy the demand for hygienic batter that was natural and without chemicals (Nandini & Zachariah, 2021) by changing from the art of making idli to the use of scientific techniques that followed the squeeze-shape-cut-fry procedure that offered convenience. Musthafa’s experience and exposure to MNCs and his cousins' connections with the local stores helped the business to grow. Before creating the final recipe with the right consistency, they handed out samples to customers and once positive feedback was received the idli-dosa batter business started. The ID Fresh company strived to build trust with its customers as a way of creating a brand for its products. According to Nandi (2019), the company’s CEO believed that if their products were right packaged and the service delivery to customers was seamless, then half of the brand marketing was done. The company introduced unmanned Trust shops in residential buildings, offices, and parks where its products were kept in refrigerators. The customers had the right to pick the products and drop money in the box and if the money was insufficient, the customer would pay the rest later (Nandini & Zachariah, 2021). Through this approach, it company built an environment where both the company and the the customers trusted each other. Fresh story Since its establishment, ID Fresh Food has based its success on the combination of market insight, entrepreneurial strategies, and commitment to creating natural, fresh, and quality products. The founders of the company have a deep connection with the local society thus fostering a sense of responsibility and connection to these areas (eSoft Training Solutions, 2024). The company emphasizes ethical sourcing of organic materials from the local farms that are used for the production of the products thus underscoring its zeal for not only producing quality

6 products but also employing sustainable measures that protect the environment (eSoft Training Solutions, 2024). The sourcing of materials from local farms and suppliers shows the dedication of the company to support the regional economy while its deep connection with the society ensures that the supplied materials are fresh and their integrity is upheld hence supporting their commitment to ethical sourcing. This strategic approach highlights ID Fresh Food’s forward- thinking strategy that understands the dynamic customer expectations for a diverse range of sustainable and natural options. Covid-19 Effect The COVID-19 epidemic killed and affected many individuals worldwide, affecting fresh food firms. Some places were locked down to stop the spread of the disease. In one of the world's most densely populated countries, ID Fresh Food's supply chain was disrupted due to the procurement of organic components and delivery of packaged products to consumers (Mitchell et al., 2020). As a company that packages meals without preservatives, they suffer losses due to maintaining product freshness and quality for long periods. The pandemic affected consumer spending. Pandemic restrictions disrupted people's typical lifestyles, although home cooking increased as people stayed indoors more. ID Fresh Food, an RTC company, provided filter coffee decoction, dairy, and batters straight to residential flats (BusinessToday, 2021). The company's website now has a store finder to help customers find the nearest ID product store. The money was deposited in business boxes or paid online. This technique increased collection by 40%, helping the organization recover lost revenue. The company may adopt Christian values like honesty and compassion to become a 10- billion-dollar company despite the pandemic. Even in hard times, fair employment policies will

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7 protect the company's workers. Supporting pandemic-affected communities with Christian charity shows its compassion for the poor. Conclusion ID Fresh Food has managed to triumph over the odds of shifting consumer perceptions, cash flow constraints, and a lack of industry background through innovative strategies and adherence to quality. These activities of the brand carried out by its market opportunity identification, trust building, and ethical sourcing contributed to its success. The COVID-19 pandemic had an impact on the supply chain and led to disruptions; however, this was addressed by exploiting the increased demand for home-cooked meals. Engaging in the audacious plan of being a 10-billion company amid the pandemic, drawing on the Christian principles of integrity, equitable employment relations, and compassionate affiliate program can serve as the basis of the long- term development and firm stand of the company during these hard times.

8 References BusinessToday. (2021, March 19). How iD Fresh Food found opportunity in Covid-19 crisis . Business Today. https://www.businesstoday.in/latest/corporate/story/how-id-fresh-food-found- opportunity-in-covid-19-crisis-291265-2021-03-19 Dhingra, S., & Morrow, J. (2019). Monopolistic Competition and Optimum Product Diversity under Firm Heterogeneity. Journal of Political Economy , 127 (1), 196–232. https://doi.org/10.1086/700732 eSoft Training Solutions . (2024). Id Fresh Food: Fresh Success Case Study - Online Business Academy . https://esoftskills.com/dm/id-fresh-food-fresh-success-case-study/#:~:text=Incorporating %20organic%20farming%20into%20its idfreshfood. (2023). About Us | Indian Cooking Tradition | iD Fresh Food . IDFreshfood. https://www.idfreshfood.com/about-us/ Mitchell, R., Maull, R., Pearson, S., Brewer, S., & Collison, M. (2020). The impact of COVID-19 on the UK fresh food supply chain. ArXiv:2006.00279 [Econ, Q-Fin] . https://arxiv.org/abs/2006.00279 Nandi, S. (2019). Gearing Up For Growth & Sustainability: A Case Study on “iD Fresh Food.” IRA- International Journal of Management & Social Sciences. http://dx.doi.org/10.21013/jmss.v14.n2.p1 Nandini, A. S., & Zachariah, M. (2021). Battering the Way to Establish a Global Identity: iD Growth Strategy. Asian Journal of Management Cases , 18 (1), 9–22. https://doi.org/10.1177/0972820120979488 Rizwana M, Singh, P., & Pallavi B. (2017). iD FRESH FOOD: A COMPLIMENT TO HEALTHY HOMEMADE COOKING . Journal of the International Academy for Case Studies. https://www.researchgate.net/profile/Padmalini-Singh/publication/344457087_iD_FRESH_FOO

9 D_A_COMPLIMENT_TO_HEALTHY_HOMEMADE_COOKING/links/ 5f7803b392851c14bca9e80b/iD-FRESH-FOOD-A-COMPLIMENT-TO-HEALTHY- HOMEMADE-COOKING.pdf?_sg %5B0%5D=started_experiment_milestone&origin=journalDetail World Food India. (2023). FOOD PROCESSING Towards Sustainable Growth Opportunities . https://worldfoodindia.gov.in/public/pdf/1691752912_1095741203.pdf

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