Quick commerce may be booming, but iD Fresh believes neighbourhood kirana stores remain central to building a fresh-food business. The company is now using that retail network as the foundation for its next phase of growth—from new categories to a platform that could eventually serve multiple brands.Launching its recently introduced snacks range through general trade before expanding to quick commerce was a deliberate decision, Musthafa, Co-founder and Global CEO, said, arguing that kirana stores continue to play a critical role in the company’s growth strategy. “General trade is struggling. Quick commerce has taken over some of the general trade business, and hence, it was important for us to launch products which will help us grow our business in general trade,” he told businessline.While quick commerce has emerged as a key sales channel for packaged foods, Musthafa said the company’s long-term strategy extends beyond choosing one retail format over another. Instead, the focus is on leveraging the distribution infrastructure it has spent years building to support a wider portfolio of products, and potentially, brands beyond its own.That strategy, however, is rooted in a philosophy the company has held since its inception: making traditional cooking easier, not replacing it. As iD Fresh broadens its portfolio, Musthafa said the objective is to assist homemakers rather than substitute them. He points to his own home as the best example.“My mother still grinds idli batter at home. I don’t want to stop her because she enjoys doing it,” he said. “We’re not here to replace the homemaker. We’re here to assist her. There are people who don’t have the time or ability to prepare these foods, and that’s where we come in.”That philosophy, he said, also shapes how the company thinks about product innovation. While its early years were spent building a distribution network around fresh idli and dosa batter, the same infrastructure is now enabling it to introduce newer categories without rebuilding its supply chain from scratch.The company is also preparing for an FY27 public listing, which Musthafa said is expected to be largely an offer-for-sale, providing an exit for existing investors, with only a limited primary issue if additional capital is required.Published on July 19, 2026