Musthafa PC’s love for traditional Indian food and his penchant for technology and innovation led him to join hands with four of his cousins in Bengaluru to start iD Fresh Food in 2005. A school dropout, PC Musthafa who went on to do his Engineering in Computer Science from NIT Calicut and MBA from IIM-Bangalore.With iD Fresh Food, PC’s endeavor was to make fresh, home-made food accessible to one and all. He identified the gap in the market, afflicted with poor quality idly & dosa batter. In 2005, the company was the first in India to promote authentic Indian foods that are 100% natural and preservative-free. The team’s clarity on their brand philosophy has helped its evolution from a modest family-run business to a professionally-run organization that currently operates in 45 + cities across India, the US & UAE. Today, about 40,000 kilos of batter are consumed per day in Bengaluru alone, which plays right into Musthafa’s vision to convert all Indians to an Idli-Dosa breakfast. He believes that technology, design, and innovation are essential ingredients for a packaged food company.