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iD Fresh Foods launches SBU for filter coffee; Mohapatra to helm team
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Wednesday, 16 October, 2019, 16 : 00 PM [IST]
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Our Bureau, Bengaluru
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Bengaluru-based start-up iD Fresh Foods has launched a new strategic business unit (SBU) for South Indian filter coffee to fuel its business growth. It will be headed by Param Brahma Mohapatra, who has recently joined the team of executives to spearhead the company’s year-old filter coffee business, which has sold over 10 million cups, clocking revenues to the tune of Rs 6 crore.
The decoction for the brew has, so far, garnered a wonderful response from consumers across India, the UAE and the US, and this has spurred the launch of the new unit, whose executives have been tasked with chalking out a strategic roadmap to meet its target, which is to sell three billion cups of filter coffee, adding Rs 100 crore to the company’s revenue over the next two years.
Funded by Premji Invest, Azim Premji’s investment arm, and Helion Venture Partners, iD Fresh forayed into the non- alcoholic beverage market to revolutionise the coffee industry, much like the company had done with its pioneering product in the nascent idly-dosa batter market.
“Within a year, its traditional filter coffee decoction has become a game-changer, especially among millennial customers, who are bowled over by the anytime and anywhere ease vis-à-vis an originally tedious process of making authentic filter coffee,” said the company.
Musthafa P C, chief executive officer and co-founder, iD Fresh Foods, said, “Under Mohapatra’s able 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,” he added.
“You no longer need any special equipment, skilled hands, or abundant time to make filter coffee. 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,” Musthafa said.
Unlike the conventional coffee powders available in the market, iD Fresh traditional filter coffee comes in the form of ready-to-use liquid. The decoction is made of single origin coffee with a blend of coffee and chicory as 80%:20%, and without sugar and preservatives.
“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,” said Mohapatra.
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 the US, as well as online via BigBasket, Amazon and Milkbasket.
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