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Packaged Goodness
The Smart Manager
|March - April 2108
Speaking at a conference at Harvard Kennedy School recently, iD Fresh Food cofounder P C Musthafa said, “We build trust by trusting our consumers and went by the policy—if you want someone to trust you, you should first trust them.” With its unwavering focus on quality, the company is busting the myth that packaged foods are unhealthy. That they serve one million idlis a day is a testimony to their customers’ trust in them.
According to an ASSOCHAM survey, India’s packaged food business has grown manifold with around 79% of households preferring to have instant food. What has led to this trend?
The main reasons are changing lifestyles in urban households, higher disposable income, and increase in working population who are time-crunched. The urban and semi-urban populace have better accessibility and buying capacity with respect to ready-to-cook/ ready-to-eat products.
How did iD Fresh Food manage to create a niche in an unorganized sector like that of packaged batter?
We have a 360-degree approach to market, our business and the product offerings. Our marketing mix involves public relations, below the line, above the line, and digital marketing. Our positioning is 100% natural fresh food, without preservatives or added flavors. Our ready-to cook products help homemakers to serve their families a healthy meal.
How has technology aided in scaling your operations?
iD runs on IT. We use technology to a great extent in our business and operations. We have a sales force automation platform, which tracks 18,000 plus stores across fifteen cities on a daily basis. We also have a business intelligence tool and analytics solution, which help in tracking sales, and provides real-time data and predictive ordering systems.
Being a food brand, how do you ensure quality control?
This story is from the March - April 2108 edition of The Smart Manager.
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