iD Fresh Food enters filter coffee decoction segment

In order to revolutionise the coffee industry, iD Fresh Food, funded by Premji Invest, Azim Premji's investment arm, and Helion Venture Partners, has entered the filter coffee decoction segment.

iD Fresh is eyeing Rs 50 crore revenue from its authentic filter coffee decoction by the next fiscal year.

With this launch, iD Fresh is foraying into the filter coffee business. The company's filter coffee decoction comes in the form of ready-to-use liquid (decoction) rather than the conventional powder form available in the market.

Musthafa PC, CEO and Co-founder of iD Fresh Food, said, "We, at iD Fresh, are keen to help our customers overcome this barrier by offering the perfect decoction made of the finest coffee beans. You don't need any special equipment, skilled hands, or loads of time to make filter coffee now."

"With iD Fresh's Filter Coffee Decoction we have simplified the process, such that it not only appeals to your sense of smell and taste buds, but also brings back happy nostalgia. When Indians travel abroad, we hope our coffee sachets become a companion - something to make them feel at home in a foreign land," he added.

The decoction is launched in 17 cities across India. It is made available in 20 ml and 150 ml pack priced at Rs 10 and Rs 80, respectively.