In just a few months since stepping into the role of Chief Marketing Officer at iD Fresh Food, Gaurav Kwatra is already making waves. His transition from the well-established corporate world of Nestlé and Britannia to a homegrown food company has been nothing short of a high-speed ride. With bold campaigns and fresh ideas, Kwatra is steering the brand toward new horizons, and he’s not afraid to take risks.
A Smooth Ride into a Fast-Paced Role
Kwatra’s initial 100 days at iD Fresh Food have been like testing a Formula One car, as he describes it. For someone who’s spent over a decade at global giants, stepping into the shoes of a CMO at a 20-year-old, rapidly growing Indian food company feels like a shift in gears. “I’m still testing how fast the car can go, and how fast I can go in it,” says Kwatra, hinting at the challenges and thrills of his new role.
Before iD Fresh Food, Kwatra’s career trajectory seemed to point toward entrepreneurship. After his tenure in multinational corporations, he had the itch to build something of his own. However, iD’s dynamic culture and fast-paced innovation caught his attention, compelling him to take the plunge. It wasn’t the safe choice, but it felt like the right one.
In large corporations, decisions are deliberate, and the pace is slower, a stark contrast to the speed he has encountered at iD. “iD Fresh Food can move very fast,” he explains. “That’s something I love. It’s refreshing and invigorating to work with a team that can innovate quickly.”
The Personal Touch of PC Musthafa
When Kwatra met iD Fresh Food’s co-founder, PC Musthafa, for the CMO role, he was immediately struck by Musthafa’s humility and straightforwardness. Musthafa made it clear that while iD Fresh Food was his “baby,” he was open to giving the CMO control over the brand. But he was also honest about the process: “It will take me time to give you full control of the brand,” Musthafa told Kwatra.
This level of transparency impressed Kwatra, who values the opportunity to learn from a founder with a deep connection to the brand. The open communication laid a strong foundation for their working relationship, and it’s clear that Kwatra appreciates Musthafa’s wisdom and commitment to the brand’s future.
Bread: The Hidden Gem in iD Fresh Food’s Portfolio
Although iD Fresh Food has made its name with products like idli and dosa batters, parathas, and filter coffee, Kwatra sees a massive untapped potential in the bread category. He’s particularly drawn to the traditional Indian breads that have been lost to time. “Indian breads are a bit of a lost art,” he laments, pointing out that while chapatis and parathas are still common, many other regional breads have disappeared from the mainstream.
Kwatra believes there is a huge opportunity for iD Fresh Food to revive and modernize these traditional breads, bringing them to the packaged food market. “We’re planning to launch various expressions of Indian breads soon,” he reveals. “There’s no one currently owning this space in the packaged format, and iD Fresh Food has the right to own it.”
Kwatra’s passion for this category is evident, and he’s betting that it could be the next big thing for the company, both in terms of indulgence and health. He sees the potential to build a new market around Indian breads, and he’s excited to lead the charge.
A Shifting Media Strategy
When asked about his media strategy, Kwatra doesn’t shy away from the tough questions. “The social ecosystem, the Google ecosystem, and OTT platforms play a very important role,” he says. Digital media, he emphasizes, will be a key focus for iD Fresh Food going forward. The company is particularly interested in using first-party data to better understand its consumers and optimize its marketing efforts.
Television, on the other hand, doesn’t hold the same appeal for Kwatra. While traditional TV advertising can still be effective for mass reach, he believes it’s not the most efficient way to target specific consumer segments. Instead, Kwatra is betting on digital platforms to engage with his primary target group—the modern homemaker.
Interestingly, when asked about the Indian Premier League (IPL), Kwatra doesn’t express any regret about missing out on advertising opportunities there. “Our homemaker’s affinity isn’t as strong as it is for some FMCG brands,” he notes. For Kwatra, it’s about finding the right fit for iD Fresh Food’s audience.
Bold Moves Ahead
Kwatra wraps up our conversation by emphasizing that iD Fresh Food is a company that isn’t afraid to take risks. “It’s a bold organization making bold moves,” he says. “I like that. Go big or go home.” With his flair for creativity and a willingness to take big bets, Kwatra is poised to push the boundaries of what iD Fresh Food can achieve.
As he looks ahead, Kwatra seems energized by the opportunities at iD Fresh Food. With a keen eye for innovation and a clear vision for the future, he’s ready to hit the accelerator and drive the company’s growth forward.
