Startup Atlas · FMCG

iD Fresh Food Soonicorn

iD Fresh Food (India) Private Limited ● Bengaluru, Karnataka ● Founded 2005 ● idfreshfood.com ↗
PC Musthafa · Co-founder & CEO Shamsudeen TK · Co-founder Abdul Nazer · Co-founder Jafar TK · Co-founder Noushad TD · Co-founder
$98.25 MnTotal funding (tracked)
4Funding rounds
5 Jan 2026Last round
2,400Team size (sourced)

iD Fresh Food: Business Model Canvas

The nine-block Business Model Canvas, filled in only where a public source states it — empty blocks mean we haven't found a citable fact yet, not that the answer is zero.

Value Propositions

Fresh, preservative-free traditional Indian food, at scale

Core brand promise since founding.

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"Honest food with no shortcuts"

Founder PC Musthafa's framing of the brand promise.

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Cold-chain freshness with a 5-7 day shelf life

Daily direct-to-retailer cold-chain model differentiates from shelf-stable packaged competitors.

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Made in a kitchen, not a laboratory

Positioning against industrially processed packaged foods.

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Customer Segments

Households seeking hygienic, ready-to-cook South Indian breakfast staples

The original market gap Musthafa identified while pursuing his MBA at IIM Bangalore.

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D2C households (target: 1 million+)

Direct-to-consumer household base the company is building via ecommerce, separate from its retail-store customer base.

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Customer Relationships

No cited public information yet.

Channels

General trade, modern retail, e-commerce and quick commerce

Multi-channel offline + online distribution built over the company's history.

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45,000+ retail outlets

Daily distribution scale as of the Apax deal reporting.

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D2C / co-branded ecommerce (BigBasket – ‘iD Fresho’)

Co-branded label launched with BigBasket to broaden D2C access; ecommerce sales grew 300% at the time of the Series D round.

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Key Activities

Daily cold-chain manufacturing and direct-to-retailer distribution

The core operating model enabling fresh, short-shelf-life products at scale.

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In-house, kitchen-style production in ultra-hygienic factories

Manufacturing philosophy distinguishing iD from industrially processed packaged food.

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Key Resources

Manufacturing plants — Bengaluru, Hyderabad, Delhi, Mumbai, Ajman (UAE)

Modern manufacturing footprint as of the FY26 growth-story coverage.

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~2,400-person workforce

Headcount as disclosed in the Apax investment announcement.

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Food-safety and organic certifications (APEDA, NPOP, USDA, FSSAI/Jaivik Bharat)

Regulatory certifications underpinning the clean-label positioning.

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Key Partnerships

Apax Partners (private equity)

Strategic investor as of January 2026, acquiring a minority stake from existing shareholders.

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Premji Invest & TPG NewQuest (existing investors)

Remain shareholders and investors alongside the founder and management team.

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BigBasket (co-branded retail partnership)

Co-branded D2C label 'iD Fresho' launched with BigBasket to widen ecommerce access.

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Revenue Streams

Finished goods — batter and parotas (~76% of revenue)76.2% of FY25 operating income

In-house manufactured idli/dosa batter and parotas.

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Traded goods — dairy, chapati, beverages, frozen fruit, chutneys (~24% of revenue)23.8% of FY25 operating income

Third-party-sourced adjacent categories sold under the iD brand.

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Cost Structure

Cost of goods sold (largest expense, ~50% of costs)₹332.17 Cr in FY25

Grew 17% YoY.

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Employee benefits (incl. ESOPs)₹143.91 Cr in FY25

Includes ESOP costs of Rs 10.31 crore.

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Advertising and marketing₹52.34 Cr in FY25

Grew 11% YoY.

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FAQs on iD Fresh Food

What is iD Fresh Food's business model?

iD Fresh Food's core value proposition centers on Fresh, preservative-free traditional Indian food, at scale, "Honest food with no shortcuts", Cold-chain freshness with a 5-7 day shelf life, Made in a kitchen, not a laboratory.

How does iD Fresh Food make money?

iD Fresh Food's cited revenue streams include Finished goods — batter and parotas (~76% of revenue), Traded goods — dairy, chapati, beverages, frozen fruit, chutneys (~24% of revenue).

Sources & corrections. Every fact on this page is compiled from cited public sources — follow the "source" links beside each entry. Profile sources: www.apax.com · Last verified 9 Sep 2026. · Report a correction