March 15, 2021
Azim Premji-backed iD Fresh Food has launched the first online store to sell its coffee portfolio. This happened after the company saw an increase in demand for its instant filter coffee since the onset of pandemic-induced lifestyle changes such as work-from-home. Over the last year, iD’s filter coffee grew 85% month-on-month.
Musthafa PC, co-founder of iD Fresh Food said, “As a business operating in the fresh food industry, we see this as the right time to sell online on our own platform, adding, “Our e-commerce platform is expected to contribute about 15% to the overall business in the next fiscal.”
By May, iD plans to ship its products to overseas markets. In fact, in 2020, iD sold two crore cups of filter coffee clocking in revenue of Rs 11 crore.
The brand’s filter coffee liquid is made with beans sourced from coffee plantations in Chikmagalur and Coorg in Karnataka and currently sells its coffee in India, USA, and UAE markets.
“We plan to launch products like batter, parotas, paneer, and curd online in select cities, given the short shelf life. Our pilot is underway and expected to go live in the next two-three months,” said Musthafa.The iD is expected to clock a turnover of Rs 400 crore this fiscal ending March.
iD Fresh provides 65000 kgs of idli/dosa batter per day, alongside ready-to-eat products like parotas, vada batter, chapatti and paneer to over 30000 retail outlets.