iD Fresh launches new SBU for filter coffee

Bengaluru-based startup, iD Fresh Food, has launched a new Strategic Business Unit (SBU) for it's filter coffee. The unit is headed by Param Mohapatra, who recently joined iD’s filter coffee business.

26 Oct 2019 | By Abhishek Muralidharan

iD Fresh Traditional Filter Coffee comes in the form of ready-to-use liquid

iD Fresh Food had introduced its South Indian Filter Coffee decoction in September 2018. Since then, it has sold over 10 million cups clocking a revenue of close to Rs six crores. With the introduction of the SBU, the startup aims to sell three billion cups of filter coffee, adding Rs 100 crore to the company revenue, over the next two years.

Musthafa PC, CEO and co-founder of iD Fresh Food, said, “Under Param’s leadership, we have a dedicated coffee SBU now and are confident that the team will soar to greater heights. With its immense success, not only in India, but also in the overseas markets, iD Fresh South Indian Filter Coffee is already disrupting the global space. Apart from expanding our reach in the Indian non-metros and newer regions in the UAE and the US, we also have plans to take traditional Indian filter coffee to Canada, Australia and South East Asia markets.”

According to Musthafa, iD’s filter coffees eradicate the need of any special equipment, skilled hands, or abundant time to make filter coffee. He said, “Now, coffee lovers can get their fix anytime, anywhere – be it in the comforts of their home, office or hotel room, without having to labour through the arduous process of making the traditional coffee decoction. We want the whole world to get a taste of a classic cup of traditional South Indian filter coffee.” 

iD Fresh Traditional Filter Coffee comes in the form of ready-to-use liquid (decoction), which is made of single origin coffee and has a blend of coffee and chicory (80% coffee, 20% chicory), zero sugar, and no added preservatives.

Param Brahma Mohapatra, head – Coffee SBU, iD Fresh Food, said, “We have a stellar product here that offers a strong value and emotional brand proposition to the consumer along with presenting a phenomenal market opportunity – not only in India, but across the globe. The team is super excited about the prospects of introducing iD Fresh Traditional Filter Coffee decoction to new regions within India as well as different parts of the world.”

Currently, the product is available in retail outlets across 33 Indian cities, including Bengaluru, Delhi, Mangaluru, Mysuru, Chennai, Mumbai, Pune, Hyderabad, Kochi, Coimbatore, Vijayawada and Visakhapatnam, among others. It is also available in the UAE and US as well as online - on BigBasket, Amazon and Milkbasket.