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Business Economy

iD Fresh Food launched filter coffee decoction ; expects to fetch Rs 50 cr revenue in hyderabad in FY 2019-20

Hyderabad, Jul 17 (UNI) iD Fresh Food brand start up, which launched its Filter Coffee decoction here on Wednesday is expecting to fetch Rs 50 Crore revenue through its authentic filter coffee decoction sales in Hyderabad in the current fiscal 2019-20.

iD Fresh has revolutionised the coffee industry by launching its unique, ready-to-use liquid decoction, just like it did with its pioneering products in the nascent idly and dosa batter market.

The ready-to-use liquid decoction will available in user friendly sachets and this Filter Coffee decoction is the company’s first product to have a long shelf life of five months, iD Fresh Food CEO and Co-founder, Musthafa PC said on the occasion.

However, once the pack is opened, the coffee decoction needs to be stored in a refrigerator and consumed within 10 days, he said the pilot study in Hyderabad found that many IT professionals, especially those who travel frequently, preferred to buy the iD Fresh Filter Coffee pack of five as they found it easy to use and convenient during journeys.

We sold 4 lakh coffee packs / sachets in 500 stores and clocked in a revenue of 65 lakh during the pilot period, he claimed.

Funded by Premji Invest, Azim Premji’s investment arm, and Helion Venture Partners, iD Fresh since its inception has produced and delivered a wide range of ready-to-cook, fresh Indian foods.

Unlike the conventional coffee powders available in the market, iD Fresh Traditional Filter Coffee decoction has the right blend of coffee and chicory (80% coffee, 20% chicory), zero sugar, and no preservatives.

We are planning to expand to more retail and tier 1 and tier 2 town outlets and reach out to more filter coffee lovers in the both telugu states of Andhra Pradesh and Telangana, he informed and said that we are also looking to clock in revenue of Rs 300 crore from our coffee sales by mid-2020.

Of this, we expected to get Rs 50 crore from the Hyderabad (Telangana) market in the current financial year, he added.

iD Fresh Traditional Filter Coffee decoction is available in 20ml and 150ml packs across retail outlets in 35 Indian cities, including Bengaluru, Mangaluru, Mysuru, Chennai, Mumbai, NCR, Delhi, Ahmedabad, Kolkata, Pune, Kochi, Coimbatore and among others. It is now available in Hyderabad, Vijayawada and Visakhapatnam too.

The product is also available on popular e-commerce sites, such as Amazon, BigBasket, and Milkbasket.

iD Fresh Filter Coffee decoction is priced at Rs 10 for 20ml and Rs 80 for 150ml packs.
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