It’s something Unilever was salivating over for a long time but hasn’t managed to get a bite of even now. 44-year-old PC Musthafa however grabbed the biggest white space in the foods industry with his centre of plate offerings like chapati, parota and batter for idli and dosa. Through his company iD Fresh Food, he has managed to build a solid food brand in categories with greatest potential to convert from unorganised to organised packaged foods — something every food company is today envious of. It is a result of not just smelling the “food” at the right time, but having the creativity to market it the right way and even more, embracing technology to scale the operation efficiently.