The mirage of building a scalable food brand

Several founders and VCs are realizing the hard way that selling instant mixes and frozen parathas is not their cup of tea.

Which is the most recognizable success story of a scalable food product in recent years? Pick a name that comes to you instantly. Chances are, you’re struggling to think of a name. 

Two that stand out in recent times are iD Fresh, the Bengaluru-based idli and dosa batter brand, and Saffola masala oats, owned by Marico Ltd, one of India’s larger consumer goods companies. Two very different products, at two ends of the corporate spectrum, but with one thing in common. Time. 

iD Fresh has been around for more than a decade now and Saffola oats for about five years, …


Harveen Ahluwalia

Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.

Editor, Internet