Opinion
Musthafa: Idli or dosa batter is probably the most consumed food globally
“In fact, I keep, I think probably the Italy batter or dosa batter would be the most consumed food diet in the world.”
Disclosure
Musthafa: iD Fresh ferments batter inside trucks during transit
“So what we do is, A product which has to be you know, sold in, let's say, kitchen market tomorrow morning. Yeah. Production process partially gets completed today. And immediately after the process is completed, which is product is packed, we load it to a truc…”
Insight
Musthafa: iD sells batter, not idlis, so homemakers retain credit
“So what we have learned is never ever take credit away from the homemaker. He or she is the gatekeeper for the kitchen. Never replace a lot of a customer. Help them to help them to do their job better. And that is the philosophy of ID. And that's the reason we…”
Opinion
Musthafa: Fresh food is the future of India's packaged food industry
“I think fresh sells. Fresh is the future. We Indians don't trust a packaged food, right? The best way to, best reason to believe is the shelf life.”
Assertion Not checkable as stated
Musthafa: iD Fresh maintains overall product wastage below 4%
“Today, at an overall ID level, we are at less than four percent wastage. In, for a mature city, mature product, we will be running at less than one percent wastage.”
Assertion Not checkable as stated
Musthafa: iD Fresh rejected 28-crore buyout, eventually reaching 5,000-crore valuation
“28 crores. Today we are a 5000 crore brand. We took the right decision at that time, not to sell the company at that time.”
Insight
Musthafa: Never attempt to build a brand before perfecting the product
“If you don't get the product, you don't even attempt to, you know, sell it and build a brand.”
Disclosure
Musthafa details iD Fresh's daily batter sales volume by major Indian city
“So the battery volume, if you look at it. So the Bangalore is around 50. And Bangalore is a Bangalore. Chennai is around 15. And then, ah, if you look at, you know, Hyderabad around 20. Mumbai that around 20, 25. And, ah, Delhi. We're almost there in 10.”
Assertion Not publicly verifiable
Musthafa: iD Fresh products contain zero chemicals and zero preservatives
“It is zero chemicals, zero preservatives.”
Disclosure
Musthafa: iD Fresh factories hold zero leftover inventory by morning
“So tomorrow morning, if you come to my factory, you will find zero stock. Literally zero stock. You will not see even one pack of batter left.”
Prediction Open · timeframe Nov 2026
Musthafa: iD Fresh aims to IPO in three years at ₹1,000Cr scale
“Three years. That's the aim you have set for your team. When we cross a thousand crore run rate. With double digit EBITDA.”
Disclosure
Musthafa: Early iD Fresh ran on zero inventory with next-day delivery
“Whatever we manufacture today will go to the market tomorrow. Nothing is kept in our storage. There's no storage, by the way, during those days. And we don't, we never used to dump the product in the market, right? Whatever is required for the store for the da…”
Assertion Not publicly verifiable
Musthafa: All early iD Fresh employees were rewarded with company shares
“Interestingly, all of them are shareholders now, right? If you look at all those employees, we decided to reward them with the shares.”
Disclosure
Musthafa: iD Fresh bans any ingredient not found in a home kitchen
“We as a team decided to travel the path less traveled, which is to keep the products clean level, keep it free from any chemicals, preservatives, soda, artificial flavors, anything else. In fact, we do not add any ingredients that our mothers won't understand …”
Assertion Supported
Musthafa: iD Fresh operates factories in only five cities globally
“We are factory only in five places, Bangalore, Hyderabad, Mumbai, Delhi, and Dubai.”
Assertion Partly supported
Musthafa: iD Fresh products reach 70 cities across six countries
“We are there in 70 cities across various, ah, you know, parts, across, like, six countries.”
Assertion Supported
Musthafa: iD Fresh batter achieves a seven-day shelf life with refrigeration
“In our packaging plus, you know, proper storage will get you seven day shelf life.”
Disclosure
Musthafa: iD excludes any ingredient a grandmother cannot recognize
“Our policy is that if an ingredient is something that our grandmothers cannot recognize, it cannot go into the food.”
Disclosure
Musthafa: iD Fresh trialed and launched fresh noodles in the UAE market
“We've recently conducted a trial in UAE market. And launched fresh noodles in the market.”
Assertion Supported
Musthafa: Legacy idli powder manufacturers have started making fresh batter
“Even those companies who are doing this, you know, idli powder. Ah, for decades, has now started making fresh batter”
Disclosure
Musthafa: iD Fresh is developing a 10-minute fresh chutney product
“So there are a couple of products that we're working on. Like one item is like chutney, for example. Ok. For you to make chutney at home, it's a half an hour to 45 minute job. So we are now trying to crack a 10 minute chutney.”
Assertion Not checkable as stated
Musthafa: iD Fresh visits almost 40,000 retail outlets daily
“Look at the case of ID, almost a 40,000 outlets with around 10 products being visited every day and every transaction has got a placement, a replenishment, a stock rotation, cash collection, invoice writing, and settlement.”
Assertion Partly supported
Musthafa: iD Fresh Achieved 29% Year-Over-Year Growth Last Year
“Last year we had a. 29% growth.”
Disclosure
Musthafa: iD Fresh Delayed Employee Salaries by Six Months in 2010
“The salary payment to employees was delayed by almost six months.”
