My cousins and I were the owners of Choice store, a local grocery store back in 2008 in Bengaluru. We always kept our ears to the ground. Our sales of the idli batter from a local vendor were growing, but so were the number of complaints.

This gave birth to the idea of creating our own idli batter for sale," recalls PC Musthafa, co-founder of iD Fresh Food. That's when Musthafa and brothers decided to take matters into their own hands. They started off their venture with an initial investment of '50,000 to supply batter to 20 stores and sell 100 packets a day. From then to now, iD Fresh Food has expanded its capacity to selling idli batter for a million idlis a day, with a plan to increase it to 10 million idlis per day.