ReferRush CEO shares experience: anger and competition motivate employees to work overtime
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Aaj Tak
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ReferRush CEO shares experience: anger and competition motivate employees to work overtime

Although it is common practice to motivate staff with bonuses and incentives for extra work, the CEO of ReferRush, Vikram Pai, shared a completely different experience. He recounted that after an alleged conflict with a former client, his team began working late at night and on Sundays.

According to Vikram Pai, this former client subsequently became their competitor and launched their own product. He noted that his previous attempts to stimulate the team to a faster pace had not resulted in such a reaction.

Following this incident, a different kind of energy emerged within the team, and employees started voluntarily working late and on Sundays. This case sparked a new discussion about personnel motivation methods.

He posted this story on the social network X, stating that one of the clients had treated his team extremely negatively. Later, this same client decided to create a competing product. Pai mentioned that he had used various methods to speed up the team's work, including bonuses, incentives, setting deadlines, and providing equity stakes, but none of these had had the desired effect.

However, the team was so upset by this client that employees began working at night and on Sundays voluntarily. Pai even shared a screenshot of a conversation with an employee in which the employee stated they would work on Sundays for the next three weeks, except in emergencies.

As soon as the founder published the post on social media, discussions began. Users debated whether anger or the desire to surpass someone could motivate employees more than traditional incentives like bonuses. Some users related Pai's words to their personal experiences, while others questioned why this client eventually became a competitor to the company.

One user jokingly suggested that motivation from rivalry could prompt employees to work excessively. Another user asked Pai why he did not name the competing company. Pai replied that he did not wish to make the name of this competing firm public.

Nevertheless, not everyone agreed with this story. User opinions were divided. Some questioned how a person who was previously a client of the company and treated the team poorly could later launch a competing product. Others doubted whether the competitor had truly added enough new features to make ReferRush employees work nights and Sundays.

These comments also raised an important question: can such competition sustain employee enthusiasm in the long term, or is this surge of activity only caused by short-term rivalry?

Pai's post can be viewed as a humorous founder's story rather than a human resources management guide. While working at night and on Sundays can temporarily increase the pace of work, maintaining such a rhythm in the long term is difficult. Nevertheless, this incident demonstrates an important point: employees are motivated not only by bonuses, deadlines, or equity stakes. Pride, a sense of ownership over one's work, competition, and the desire to prove someone wrong can also be powerful motivators.

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Worker founded company worth 681 crore rupees despite past poverty
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Worker founded company worth 681 crore rupees despite past poverty

Once, Mustafa's family earned about 10 rupees a day. For them, education was more of a luxury than a path to a better future. Mustafa failed the sixth grade and started working in a coffee plantation in Wayanad, Kerala, with his father. However, one teacher noticed his talent and convinced Mustafa's parents to send him back to school, covering the cost of textbooks.

Mustafa resumed his studies and became the best in his class. Following this, he received education at NIT Calicut and later at IIM Bangalore. After working abroad for several years, he returned to India and, along with his cousins, founded the company iD Fresh Food. Thanks to his perseverance and hard work, the company's annual valuation now exceeds 681 crore rupees. His story inspires people on social media.

It is worth noting that Mustafa grew up in Chennalode, Wayanad district, Kerala. His father only completed education up to the fourth grade and worked as a laborer on plantations, while his mother never attended school. Their family lived in difficult financial circumstances, and Mustafa, the eldest son, dropped out of school to help his father after failing the sixth grade. At that moment, his education could have ended, but one teacher prevented it.

The teacher began looking for children who had dropped out of school. During the search, he found Mustafa working. Realizing that the reason for his departure from studies was not unwillingness to learn but lack of money, the teacher persuaded his parents to send him back to school and took responsibility for paying for his books. Mustafa started studying again and worked diligently to achieve success on his own. Ultimately, he obtained an engineering degree from NIT Calicut and an MBA from IIM Bangalore.

Working abroad was not the final goal. After finishing his studies, Mustafa worked as a software engineer and got a job overseas. However, in 2005, he returned to Bangalore and decided to start his own business.

That is when the idea for iD Fresh was born. Mustafa and his four cousins—Abdul Nazir, Shamsuddin Tike, Zafar Tike, and Naushad Tike—started the company in a small 50-square-foot kitchen in Bangalore. Their first product was a ready mix of fresh idli and dosa.

To grow his business, Mustafa started with a small kitchen, and now this company has become a major ready-to-eat food producer. iD Fresh Food sells many products such as idli and dosa batter, paratha, cheese, yogurt, chutney, sambar, ready mixes, and filtered coffee. Today, iD Fresh operates not only in India but also in international markets, including the UAE, the UK, the USA, Saudi Arabia, Oman, Qatar, Ireland, and Singapore.

The company's financial performance also demonstrates its growing success. In the fiscal year 2025, iD Fresh Foods' operating income increased by 22 percent, reaching 681.38 crore rupees, compared to 557.85 crore rupees in the previous fiscal year. The company recorded a net profit of 50.75 crore rupees in the fiscal year 2025, although this included a one-time deferred tax credit of 24.89 crore rupees. Excluding this amount, the company's core profit was approximately 26 crore rupees.

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