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.

在班加罗尔快速发展的新鲜食品公司iD Fresh Food的房屋内，看到大量装有即煮（RTC）食品以协助房屋主的冷藏卡车，这是一个令人着迷的场景。通过新时代食品初创品牌iD Fresh塑造自己身份的人是PC Musthafa先生（PC）。他一生抗拒一切，敢于冒险尝试RTC印度美食，比如闲置，^1个面糊，^2个并使其成为了非凡的家庭主妇体验。当他们注意到杂货店的面糊几次缺货时，Musthafa和他的表兄弟姐妹坐在杂货店时，想到制作品牌和卫生的面糊就使他们震惊。此外，该产品还存在卫生和质量方面的投诉。这激起了他们开办自己的无用-dosa面糊业务的职责，提供不含任何防腐剂，化学物质或人工香料的卫生，100％天然RTC面糊。因此，在2005年，他们决定尝试使用50,000印度卢比（INR）的初始投资进行尝试。PC对从200万印度卢比增长到24亿印度卢比不满意。他和他的团队正在设想到2023-2024年达到100亿印度卢比，并希望成为全球最受欢迎的品牌。在印度有90％的未开发市场潜力，其产品目前在印度，阿联酋和美国的15个城市销售。尽管如此，他们仍计划在未来5年内将业务扩展到北美，欧洲和亚洲。因此，创始人正在考虑各种选择，以制定其进入国外市场的增长战略。