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Battering the Way to Establish a Global Identity: iD Growth Strategy

A. Satya Nandini and Minu Zachariah

Asian Journal of Management Cases, 2021, vol. 18, issue 1, 9-22

Abstract: The sight of a large number of refrigerated trucks with ready-to-cook (RTC) food loaded into them to assist the homemaker was a fascinating scene in the premises of the fast-growing fresh food company iD Fresh Food in Bangalore. The person who shaped his identity through a new-age food start-up brand iD Fresh was Mr. P.C. Musthafa (PC). Resisting all odds in his life, he dared to venture into RTC Indian cuisine ingredients like idly, 1 dosa batter, 2 and made it an extraordinary homemaker experience. The thought of making branded and hygienic batter struck Musthafa and his cousins while sitting in their grocery store when they noticed the batter from an external supplier ran out of stock several times. Moreover, there were hygiene and quality complaints about the product. This provoked them to start their own idly–dosa batter business to provide hygienic, 100% natural RTC batter without any preservatives, chemicals or artificial flavours. Therefore, in 2005, they decided to give it a try with an initial investment of Indian Rupees (INR) 50,000. PC was not satisfied with the growth from INR 2 million to INR 2,400 million. He and his team are visualizing to reach INR 10 billion by 2023–2024 and want to become the most sought-after brand worldwide. With an untapped market potential of 90% in India, its products are currently sold across fifteen cities in India, UAE and the United States. Despite this, they plan to expand their business to North America, Europe and Asia in the next 5 years. Hence, the founder was contemplating various options for their growth strategies to venture into foreign markets.

Keywords: Strategic management; growth strategy; brand; RTC; iD Fresh (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1177/0972820120979488

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