id fresh food
2 ARTICLES
India’s mad rush for protein products needs a reset
Startups and legacy FMCG players are increasingly launching packaged food rich in protein, but rampant misselling is spoiling the party.
09 Apr 2025
iD Fresh wants to diversify. Does it need to?
Beyond batter and Malabar parotta, the nearly two-decade-old brand hasn’t been able to create a successful product. With an IPO on the cards, founder P.C. Musthafa wants to find new channels of revenue.
19 Aug 2024