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Context is everything.
Detailed stories on technology startups, business and economic current affairs.
Detailed stories on technology startups, business and economic current affairs.
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.
P.C. Musthafa is adored by India’s startup ecosystem. And for good reason. His rags-to-riches story, mixed with his down-to-earth telling of it, with nostalgia and serendipity, strikes a chord with listeners and cheerleaders everytime. This deification over the years has masked a serious problem. Musthafa, while wildly successful in the consumer business, remains a one-trick pony. Perhaps, two.
Since the early 2010s, he has done everything possible to grow iD Fresh Food, his packaged food company, beyond batter and parotta. And he’s failed miserably. A fact that hasn’t registered well because Musthafa is one of the poster children of India’s …
Startups and legacy FMCG players are increasingly launching packaged food rich in protein, but rampant misselling is spoiling the party.
Whether you like it or not, the different diets followed by most Indians across the country lack adequate nutrition.
With retail inflation still over 7%, people in lower-income groups have cut back on essentials while those who are better off are prioritizing expenses.
