Media
iD in the spotlight
The best meals are those #MadeWithLove, with premium ingredients and without preservatives. Bring home love with India's No.1 Idli-Dosa Batter.
Watch on YouTubeCampaigns we cooked up
We take the opportunity to celebrate every occasion with a home-made feast and share the joy with you through media.
iD Parota Yum Up Anything
iD parota/paratha se chutakiyon mein banayein Svaadishth khaana. Bilkul tajaa, bina preservatives aur dher saara pyar. YUM UP ANYTHINHG!
Watch on YouTubeiD presents Little Big Heroes
On Children's Day, iD shines a spotlight on the little people in our homes, who've quietly been doing big new things.
Watch on YouTubeiD Factory Live with PC Musthafa, CEO iD Fresh Food
A tour of our grand home kitchen, where we take the finest ingredients to be washed, soaked, ground, and mixed to create the batter you love so much.
Watch on YouTubeKhaana Khaaya 3 - Mother's Day
Mother's Day is not just on 10th May. It's today and every other day. #ShareTheLove and #ShowYouCare with the same love & affection as that of a mother. #KhaanaKhaaya #KhaanaKhaaya2020
Watch on YouTubeiD Smart Sip Tender Coconut
You may not know what life has in store for you, but with iD Smart Sip Tender Coconut, you'll always know exactly what you're getting. Each coconut tells you how much pulp and water is in there, and even how sweet it is.
Watch on YouTubeiD Grated Coconut In A Coconut
We've taken one of nature's freshest foods and kept it fresh, naturally! Presenting iD Grated Coconut in a Coconut. It's Nature's Own Packaging.
Watch on YouTubeTheir Love Mixed With Ours
She's always there to listen. All you have to do is talk to her. Even better, over a cup of filter coffee.
Watch on YouTubeTheir Love Mixed With Ours
There's comfort in every cup. So make every bittersweet goodbye a little bit sweeter.
Watch on YouTubeTheir Love Mixed With Ours
No matter how old you get, you'll always be the little one in your parent's eyes. So make sure you share the love with your parents over some delicious Filter Coffee.
Watch on YouTubeWorld Idly Day
Folklore is at the heart of tradition and culture, and a little fiction goes a long way in entertaining people. Communities are built on tradition and culture. We took this understanding and retold the story of the origin of Idly to celebrate the spirit of World Idly Day.
Watch on YouTubeUnite India
What's the one thing that truly has the power to unite people across all differences? Food, of course! We decided to encourage people to open their hearts and homes to their neighbours, friends and fellow countrymen. All it took was a homecooked meal and true patriotic spirit to turn Independence Day 2018 into a real celebration.
Watch on YouTubeMeet Your Neighbour
Most of us lead such busy lives, our neighbours tend to become just door numbers or nameplates. We decided to make a difference and ensure a more tightly-knit community. So we asked people to throw their hearts and doors open to new friends over a home-cooked meal we provided - free of cost!
Watch on YouTubeKhaana Khaaya 2
A mother's love is so strong, pure and irreplaceable. Every little thing she does makes a lot of difference in our lives. In fact, this Mother's Day, we simply couldn't resist asking our mothers once again - Maa, Khaana Khaaya?
Watch on YouTube#KhaanaKhaaya on Mother's Day
Can two words hold a thousand emotions? The words “Khaana Khaaya” sure can. They indicate a mother's concern, love and worry all at once. So, this Mother's Day, we turned the tables and asked mothers, “Khaana Khaaya?”
Watch on YouTubeTaking the #iDPledge on Independence Day
Not all sacrifices make the news. On independence day, we celebrated our little heroes whose sacrifices otherwise go unnoticed. With the DIAV, we helped children of army martyrs get a little more help towards their education. We also got a lot of help from everyone who took the #iDPledge to do more and bring the little heroes' dreams to life.
Watch on YouTubeiD Trust Shop
Picture coming across a fridge full of iD products. It's simply standing unguarded in your locality or workplace. The catch? None. Take what you want and pay what you have or come back later and pay the full amount. These fridges ran entirely on trust and nothing else. Because we believe trust works both ways.
Watch on YouTubeHungry For Literature
We were the official food sponsors of the Times Lit Fest 2017 that was held in Bangalore. Our stall fed the hungry literati as we served up crisp dosas and the softest idlis and parotas. The end of the fest saw all the visitors full of food and smiles.
Watch on YouTubeAwards, Acknowledgement and Appreciation
iD, recognised
Brand Leadership Award
iD won an award in the 13th Employer Branding Awards endorsed by the World Federation of Marketing.
Best Food Marketing Idea
Impeccable Innovations awarded the best food marketing idea for the iD TrustShop concept.
Vocational Excellence Award
The president and the members of Rotary Club Vijaynagar, Bangalore awarded the Vocational Excellence Award 2016 to Mr. Musthafa PC and his team for excellence in Food Processing Industry.
India SME Forum Award (India's Small Giants Season II)
India SME forum in association with Micro, Small & Medium Enterprises (MSME) Government of India, awarded iD Fresh Food as one of the top 100 SME companies in the overall evaluation of financial and non-financial parameters amongst 49023 nominations.
Indiastar Award (Best Packaging Design)
Indian Institute of Packaging (IIP) presented the Indiastar 2015 award to iD Fresh Food for its innovative packaging of its iD Idli and Dosa 1 kg Batter.
Entrepreneur India Awards – FMCG
This award is the 5th edition of Entrepreneur India Awards 2015, organized by US-based, Entrepreneur Magazine in media partnership with TIMES NOW.
Big Bang Awards – Best Packaging Design
In a market segment identified by the commodity itself more than the brands, iD's patented batter package design clearly stood out for its ergonomy, convenience and attention to aesthetic balance. Noticed & appreciated by consumers across India, the design has spawned several imitations. And indeed, we are thankful for the flattery.
Indian Achievers Award
This award was presented by Indian Economic Development and Research Association (IEDRA) on the occasion of national seminar on 'National Economic Development & Social Responsibility' held on 9th August 2012 at New Delhi.
In the news
All the times we made headlines and we are over the moon about it!
The Times of India - PE firm buys over 35% of iD Fresh Food - Jan 26
The Times of India
The Hindu Business Line - Apax acquires minority stake in iD Fresh Food - Jan 26
The Hindu Business Line
The Hindu - Apax to pick up minority stake in iD Fresh Food - Jan 26
The Hindu
The Free Press Journal - Apax partners invests over Rs 1,500 cr in id fresh food - Jan 26
The Free Press Journal
The Economic Times - Apax to Get a Taste of iDli, Dosa and More - Jan 26
The Economic Times
Mint - Apax Funds picks small stake in dosa, foods co iD Fresh - Jan 26
Mint
Hindustan Times - Apax Funds buys minority stake in iD Fresh Food - Jan 26
Hindustan Times
Apax Partners Invests in iD Fresh Food: The Future of Ready-to-Cook Indian Cuisine - Jan 26
ETBrandEquity
Business Standard - Dec 25
Business Standard
From A Small Bengaluru Kitchen To A Global Fresh Food Brand: The iD Fresh Food Story | YTR - Dec 25
CNBC TV18
How iD Fresh Is Turning South Indian Staples into a Global Fresh Food Brand - Dec 25
FE Retail: Where Retail Leaders Connect, Learn, and Lead
The Financial Express - iD Fresh bets big on global expansion after Apax deal - Nov 25
The Financial Express
Decoding iD Fresh Food's INR 1,100 Cr High-Stakes Growth Story - Nov 25
Inc42
iD Fresh Food profit rises fivefold to about ₹26 crore in FY25; revenue up 22% - Oct 25
ETRetail
ID Dainik Daitva - Aug 25
ID Dainik Daitva
iD Fresh Food launches preservative-free ready mixes for tiffins - Aug 25
Afaqs
Mint - July 25
Mint
From Batter to Billion: P.C. Musthafa on Building iD Fresh & India's Trust Economy - July 25
ET Retail
iD Fresh launches flavoured parotas - June 25
Afaqs
iD Fresh appoints Malhotra as CEO of its international biz - 2025
iD Fresh
Premji-backed iD Fresh appoints Shobhit Malhotra as CEO for global biz - Apr 24, 2025
Economic Times India Times
iD Fresh Food appoints Shobhit Malhotra as CEO for International Business - Apr 24, 2025
Gulf News
iD Fresh Food appoints Shobhit Malhotra as CEO - 23 Apr 2025
Peoplematters
iD Fresh Food appoints Shobhit Malhotra as CEO – International Business - 23 Apr 2025
Afaqs
iD Fresh Food appoints Shobhit Malhotra as CEO - International Business - Apr 23, 2025
Retail Economic Times India Times
iD Fresh announces Rajat Diwaker as India CEO, Mustafa becomes Global CEO - 5th Jan, 2024
The Economic Times
iD Fresh Food unveils four variants of Chutney on World Dosa Day - March 4th, 2024
Afaqs
iD Fresh partners with Tata Motors; inducts the first batch of zero-emission Ace EVs - March 20th, 2024
YourStory
Authenticity first: Why iD Fresh Food is seeking grandmas' approval for its 'TransparenSee' - 22nd April, 2024
Afaqs
How to build an FMCG brand? - 24th Sept, 2023
Melt TV
iD Fresh Food secures a third of its revenue from UAE market in just six months - 25th Oct, 2023
CNBC TV18
iD Fresh Food introduces glue stick design inspired butterstick - 6th Oct, 2023
The Hindu Business Line
'My father earned 10 rupees a day.': iD Fresh Food CEO Musthafa reveals how he helped family during poverty - 17th December, 2023
Business Today
iD Fresh Food: Inside PC Musthafa's dosa-idli batter empire - 8th December, 2023
Forbes
iD Fresh launches innovative pour-to-perfection Coffee Liquid Bottle - 8th August, 2023
Afaqs
Brand Equity | Amazing Food Journey Of ID Fresh Food! | Sonali Krishna Interviews P C Musthafa - 2nd August, 2023
ET Now Brand Equity
India's Breakfast King - ₹3,000 Crore Business from Idli, Dosa Batter & More | PC Musthafa - 24th Nov, 2023
The Neon Show
iD Runs on IT and lots of engineering - 5th Nov, 2023
The Times Of India
Idlis & innovation with iD Fresh Food - 3rd Nov, 2023
The Economic Times
iD Fresh Food forays into frozen fruit blends - 29th May 2023
Afaqs
After witnessing hyper-growth online, iD Fresh Food is now focusing on a hybrid business model - 21st April 2023
Business Today
Interview: PC Musthafa, CEO and co-founder, iD Fresh Food - 5th Oct 2022
Financial Express – Brand Wagon
iD Fresh Food opens 5th manufacturing unit with investment of ₹20 crore - 17th Oct 2022
The Hindu Business Line
iD Fresh Food expands to North India - 17th Oct 2022
The Times of India
iD Fresh Food enters the ghee market - 3rd August 2022
Mint
Bread to batter maker, iD food eyes Rs 600 crore revenue in FY23 - 4th August 2022
Financial Express
iD Fresh Food expects Rs 700 crore revenue in the current fiscal; plans to expand its manufacturing facilities - 25th June 2022
ET Retail
For perfectly-shaped vadas, this company ditched Pepsi bottles. CEO shares 'jugaad' idea - 8th Nov 2022
MoneyControl
Mother's Day 2022: iD Fresh's campaign connects food to a mother's love - 7th May 2022
ET Brand Equity
iD Fresh opens factory for a peek into its batter making - 30th March 2022
The Economic Times
iD Fresh launches livestreaming from its Giant Home Kitchen - 30th March 2022
Times of India
World Idli Day: 'World's biggest batter factory' live-streams this week - 30th March 2022
Moneycontrol
iD Fresh Food Launches Homestyle Whole Wheat Triangular Parathas - January 20th 2022
Indian Retailer
iD Fresh Raises ₹500 Cr+ In Recent Funding, Plans To Open New Plant In New Jersey - January 18th 2022
ET Now
Why ID's PC Musthafa Blindly Trusts His Customers And Countrymen - January 11th 2022
Bloomberg Quint
Food co iD Fresh raises 507 crore - January 4th 2022
The Times of India
NewQuest, Premji invest Rs 507 crore in startup iD Fresh Food - January 4th 2022
The Economic Times
iD Fresh Food gets Rs 507 cr & CASHe raises Rs 140 cr - January 4th 2022
CNBC TV18
Meet PC Musthafa, the mind behind food brand iD Fresh Food - December 14th 2021
The New Indian Express
iD Fresh Food: From batter to bread - November 1st 2021
Financial Express
iD Fresh Food launches bread; to take on branded players, local bakeries - September 28th 2021
Afaqs
iD fresh foods founder calls out fake WhatsApp propaganda - September 7th 2021
Moneycontrol
This CEO Built $100 Mn Company By Selling Idli-Dosa Batter - August 30th 2021
NDTV
iD Fresh expands global footprint - July 27th 2021
ET Hospitality
Meet PC Musthafa, A Coolie's Son Who Raised A ₹294 Crore Company By Selling Idli & Dosa Batter! - July 18th 2021
Whatshot
iD Fresh Food to expand India & GCC operations, to hire over 500 employees - June 28th 2021
The Times of India
Blow by blow account of how a daily wager's son built a Rs 294 crore turnover company - May 31st 2021
The Weekend Leader
BigBasket, iD launch 'iD Fresho' - May 26th 2021
The Hindu Business Line
Bigbasket and iD Fresh Food join hands to launch ready-to-cook brand iD Fresho - May 26th 2021
The Economic Times
iD Fresh Food revenue up 23.5% at ₹294 crore in FY21 - April 5th 2021
Hindu Business Line
iD Fresh Food launches idly, dosa batter factory - April 3rd 2021
The Print week
iD Fresh co-founder PC Musthafa takes you inside the world's largest idli dosa batter factory - March 31st 2021
Money Control
How iD Fresh Food found opportunity in Covid-19 crisis - March 22nd 2021
Business Today
iD Fresh Food launches online store driven by demand surge for its filter coffee post-pandemic - March 12th 2021
Economic Times
ID Fresh Food launches online store - March 12th 2021
The Hindu Business Line
iD Fresh Food invests ₹40 crore to launch new plant - March 31st 2021
Mint
The iD brand grows stronger - 22nd March, 2021
ET Hospitality World
Here's how iD Fresh Food is bringing the power of batters, decoction, parotas to a competitive ready-to-cook market - 22nd March, 2021
AFAQS
How iD Fresh Food found opportunity in Covid-19 crisis - 21st March, 2021
Business Today
How work from home taught iD Fresh CEO PC Musthafa to do more with less - 16th March, 2021
Financial Express
iD Fresh Food to set up new plants, scale up supply network - 15th March, 2021
Mint
iD Fresh Food launches ecommerce platform - 12th March, 2021
Times of India
iD's new ad film acknowledges the role of coffee in our lives - 25th February, 2021
ET Brand Equity
iD Fresh Food launches Instant Filter Coffee Liquid - 10th January, 2021
ET Hospitality
iD Fresh Food expands instant coffee portfolio as demand rises due to work from home - 7th January, 2021
ET Retail
iD Fresh Food expands instant coffee portfolio as demand rises due to work from home - 7th January, 2021
Economic Times
How did ID Fresh Foods perform in 2020? - 27th December, 2020
ET Now StartUp Central
iD Fresh wants to build the world's largest idli factory in Bengaluru! - 27th December, 2020
Times Now
What the iD Fresh founder learnt from a case of exploding batter - 6th December, 2020
CNBC TV18
Four simple rules of innovation by iD Fresh Food's PC Musthafa; How to win over investors - 5th November, 2020
Yourstory
iD Fresh Food salutes the spirit of Covid-19 warriors - 4th November, 2020
ET Brand Equity
Can trust be the new currency for iD Fresh Food? - 28th October, 2020
Forbes
Batter banter - 14th October, 2020
New Indian Express
'Rejoicing with you as a family member', says iD Fresh's campaign - 27th September, 2020
ET Brand Equity
India's packaged food market is poised to double - 16th August, 2020
CNBC TV18
Why now is the time to prioritize your retention - 30th July, 2020
People matter
iD Fresh sees demand for whole wheat parota apart from signature idly-dosa batter in lockdown - 16th July, 2020
Moneycontrol
iD Fresh Food delivers fresh food to your doorstep during the lockdown - 2nd July, 2020
Maharashtra Times
Start up central - Leaders of Tomorrow - 22nd June, 2020
Times Now News
'Parota is an emotion': iD Fresh to appeal against 18% GST ruling - 13th June, 2020
CNBC TV
Parota manufacturer says he will challenge the new GST regime - 12th June, 2020
Times of India
Think local go global - 9th June, 2020
ET now
Different strokes - 2nd June, 2020
Business India
Amid layoffs across industries, an Indian food brand is sticking to increments and upskilling - 29th May, 2020
Quartz India
iD Fresh Food launches 'Store Finder' feature to ease customer stress during lockdown - 5th April, 2020
The Hindu BusinessLine
'When common sense meets science, innovation happens', says iD Fresh Food CEO and co-founder Musthafa PC - 29th February, 2020
Bangalore Mirror
iD Fresh Food's Know Your Coconut Campaign - 25th February, 2020
Outlook Business
iD Fresh reinvents coconut, targets ₹150-cr biz - 17th February, 2020
The Hindu BusinessLine
Dosa idli batter maker iD Fresh enters coconut business - 14th February, 2020
The Economic Times
iD Fresh: Upping the ante on innovation - 12th February, 2020
Live Mint
When a 'Batter Blast' Led iD Fresh to Find a Way to Make Rs 210 Crores a Year - 26th January, 2020
YourStory
NewsX coverage of iD Fresh Food - 1st December, 2019
NewsX
Meet Eight Entrepreneurs Who Defied All Odds and Rose to the Top - 27th October, 2019
The Economic Times
Hall of Fame - 9th October, 2019
Outlook Business
iD Fresh gets ₹50 lakhs per month in revenue from Bigbasket: CEO - 23rd September, 2019
Live Mint
Affordability is one of the main challenges in organic food market: Musthafa P C - 21nd September, 2019
The Economic Times
iD Fresh eyeing massive market share in GCC - 5th November, 2018
Gulf Today
Better batter, better business - 22nd August, 2018
Brand Equity
Breakfast with iD - 5th October, 2018
Brand Standard
iD Fresh Food eyes Rs 50cr in revenue
Deccan Chronical
iD aims to break Rs 1,000 Cr mark in revenue in 4 years
Dina Thanthi
iD Fresh Food enters filter coffee decoction business
The Economic Times
Food business draws on grandma recipes - 6th November, 2018
Khaleej Times
iD Fresh shifts focus to organic products - 28th March, 2018
Business Standard
Suvarna Times: Organic avatars of iD Food's idli, dosa batter coming soon - 28th March, 2018
Hindu Business Line
Organic coverage
Prajawani
Organic coverage
Suvarna Times
Premji backed iD Fresh Food to go all organic
Times of India
Indian food products company iD Fresh plans to go all-organic - 30th March, 2019
L2Food
Fresh Food Innovator, iD Fresh, Takes the Organic Leap - 28th March, 2019
Businesswire
Azim Premji Backed iD Fresh Enters into the Organic Food Market - 28th March, 2019
BW Disrupt
iD Fresh takes the organic leap - 29th March, 2019
ANI
Fresh food innovator, iD Fresh, takes the organic leap - 29th March, 2019
India Retailing
iD Fresh to offer organic range 25% cheaper than processed organic foods - 29th March, 2019
FnB News
iD Fresh to go fully organic in a phased manner - 28th March, 2019
Business Today
Organic avatars of iD's idli, dosa batter coming soon - 28th March, 2019
Hindu Business Line
Premji-backed iD Fresh Food plans to sell only organic food products - 29th March, 2019
Business Standard
iD Fresh 2.0: turning organic, targeting a revenue of Rs 350 Cr in FY20 - 28th March, 2019
YourStory
Premji-backed iD Fresh Food goes organic - 28th March, 2019
ET Retail
Fresh Food innovator iD Fresh takes the organic leap - 29th March, 2019
Nuf foods spectrum
iD Fresh to sell organic packaged food - 28th March, 2019
Live mint
India's largest morning meal maker iD Fresh cooks up more products for UAE market - 31th October, 2018
Go Dubai
India's largest morning meal maker iD Fresh cooks up more products for UAE market - 31th October, 2018
Dubai PR Networks
India's largest morning meal maker iD Fresh cooks up more products for UAE market - 30th October, 2018
Thomson Reuters Zawya
Musthafa P C: The founder of iD Fresh Food has a rags-to-riches story - 5th October, 2018
Business Standard
iD's coffee decoction hopes to take on Nestle, Bru - 29th September, 2018
The Times of India
iD Fresh Food rolls out authentic filter coffee decoction - 4th October, 2018
Business Standard
iD Fresh Food enters filter coffee decoction biz: eyes Rs 50Cr - 4th October, 2018
Business Standard
Authentic decoction for the coffee lover in you - 6th October, 2018
The New Indian Express
iD Fresh food aims to breach Rs 1,000 cr mark in revenue in 4 years - 5th October, 2018
Dina Thanthi
iD Fresh Food rolls out authentic filter coffee decoction - 4th October, 2018
ANI
iD Fresh Food enters filter coffee decoction biz: eyes Rs 50Cr - 4th October, 2018
Devdiscourse
iD Fresh Food enters filter coffee decoction biz: eyes Rs 50Cr - 4th October, 2018
India.com
After The Success Of Their Ready To Cook Indian Food iD Fresh Food Launches A Filter Coffee Decoction - 6th October, 2018
Hungry Forever
iD Fresh Food Enters Filter Coffee Decoction Segment - 6th October, 2018
Franchise India
iD's coffee decoction hopes to take on Nestle, Bru - 1st October, 2018
Hospibuz
How iD Fresh grew from a 50 sq ft store into a Rs 182 crore brand - 12th September, 2018
YourStory
Premji backed iD Fresh Food plans to foray into North Indian market - September 8, 2018
Business Standard
Better batter, better business - August 22, 2018
BrandEquity
iD Fresh Food launches Independence Day campaign with a Clarion Call to unite India - 13th Aug 2018
Business Standard
'Hi-tech' solutions for food biz - 17th July 2018
Deccan Chronicle
iD Fresh food's vada maker looks to be a game-changer - 6th July 2018
The Times of India
iD Fresh Food Independence Day campaign makes a special request - 14th August 2017
Brand Equity
iD Fresh special edition packs - 8th August 2017
Prajavani
iD Fresh introduces special edition packs - 8th August 2017
Deccan Herald
iD Fresh Food in talks with PE funds to raise Rs100 crore - 28th June 2017
Live Mint
iD's Magic - 23rd June 2017
Outlook business
iD Fresh Food has built a brand out of ready-made idli-dosa batter - 22nd April 2017
Forbes
iD Fresh Food raises $25M from Premji Invest, aims for Rs 250cr revenue in the coming year - 9th March 2017
Yourstory
With Rs 150 crore from PremjiInvest, iD Fresh Food to enter US, UK and Singapore - 9th March 2017
Economic times
Ready-to-cook food firm ID gets $25m from Premji - 17th Jan 2017
Times of India
iD Fresh Foods partners with Nilgiris Dairy Farm to produce dairy products - 5th August 2016
Economic Times
Ready to cook firm iD all set to launch new products like vada, paneer - 21st Jan 2016
Economic Times
This farmer's son wants to be the iD of Rava Idli - 21st January 2016
Economic Times
Emerging India Awards 2015 - 16th January 2016
CNBC TV 18
Triumph of sheer grit and hard work - 16th January 2016
Gulf News
How a coolie's son set up a Rs 100 crore company - 17th December 2015
Logical Indian
How a coolie's son set up a Rs 100 crore company - 16th December 2015
Rediff.com
How iD Fresh manages to supply a million idlis every day - 4th November 2015
Your story
How a school dropout founded a multi-crore firm on idli, dosa - 2nd November 2015
Deccan Herald
Recipe for Freshness - 2nd July 2015
Bengaluru Chronicle
This market is new, poised for exponential growth - 16th May 2015
Food Beverage News
Journey from IT to iD - 7th May 2015
Prajvani
An MBA graduate into idly-dosa batter business - 13th April 2015
Varatha Bharati
Batter on a platter - 24th March 2015
Deccan Herald
60 seconds with a CEO - 7th March 2015
Bangalore Mirror
Heat and eat nourishing Whole Wheat Chapati - 27th February 2015
The Hindu
Taking dosas and idlies to every home - 19th January 2015
The New Indian Express