UAE: Idli-dosa ‘batter king’ Musthafa sees huge growth opportunities for his food brand in Emirates

UAE: Idli-dosa ‘batter king’ Musthafa sees huge growth opportunities for his food brand in Emirates

The country contributes to 25-30 per cent of the overall revenue, says CEO

Published: Fri 23 Sep 2022, 5:58 PM Last updated: Fri 23 Sep 2022, 7:02 PM

Idli and dosa, staples among Indians, have seen a surge in consumption in UAE homes during the pandemic, thanks to P.C. Musthafa, the CEO and co-founder of iD Fresh Food, who has revolutionised the healthy and fresh food business with the batter used to make the dishes.

The son of a coolie (daily-wage worker) from a village in Kerala, Musthafa had to drop out of school but went on to complete his engineering and topped it with a management degree. His is an inspiring story of beating the odds.

Today, the company's idly/dosa batter products are sold in more than 30,000 stores in India and abroad, including the UAE. “We are passionate about innovation that benefits our customers, our farmers, and society. Making healthy Indian food accessible and affordable for people across socio-economic strata is as much about embracing state-of-the-art technologies as it is about keeping things simple,” he says in this interview.

iD Fresh is expanding into new markets after India and the UAE. I understand you have a unit in Ajman. Do you see your