ID Fresh Food enters filter coffee decoction biz: eyes Rs 50Cr

iD Fresh Food, funded by Wipro chairman Azim Premji and Helion Venture Partners, entered the filter coffee decoction segment Thursday and is eyeing an Rs 50-crore revenue by the next fiscal year.

iD Fresh Food, which retails 55,000 litres of idli-dosa batter a day, is now foraying into the filter coffee business, a press release said here. "With our unique filter coffee decoction, we are ready yet again to disrupt the market and meet the unmet consumer demand for authentic filter coffee", co-founder and CEO of iD Fresh Food Musthafa PC said in the release.

The decoction would be available in 20 ml pack at a cost of Rs 10 and 150 ml pack at Rs 80 in 17 cities across the country, the release said.

The company claims that the decoction would have a shelf-life of three months, it said, adding that once the pack is opened, the decoction needs to be stored in a refrigerator and consumed within 10 days.