Founded in 2005, iD Fresh always been about preserving the tradition of Indian cooking. Idli batter was iD Fresh’s first product and still remains more than half of its staple earnings.

The co-founder and CEO, Mustafa PC, 44, was born in a village called Wayanad where his father worked as a daily wage labourer. His humble beginnings strengthened his social consciousness to build a world of equal opportunities.

Mustafa PC, a school dropout, went on to pursue Computer Science from NIT Calicut and his MBA from IIM Bangalore. He, along with his cousins, found a perfect mix of urad dal and rice which makes deliciously and soft idlis. The batter at iD Fresh is 100 percent natural.

Every now and then, a company emerges out of the blue and turns a market on its head. These are brands that are able to connect the dots and see the big picture. They are able to spot early on vital trends that are likely to play out in the future. They have a knack of presaging consumer habits and solving the pain points. They have the foresight to explore the fault lines and conflicts shaping their industries.

These brands focus on strategic expansion beyond traditional boundaries. They innovate by taking new approaches to the customer experience.These are the Disruptors.

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