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cover story

        iD Fresh Food

        for Big Busines

        Smart Packaging and Distribution

        After Traditional Filter Coffee Decoction, iD Fresh is ready to serve chutney next in line in its home-made style of
        preparation in ultra-hygienic factories with best-in-class food manufacturing and processing systems and state-of-
        the-art equipment to provide completely natural and preservative-free supplement along with variety of foods.

        A                           Traditional Filter Coffee   chicory), zero-sugar, and   outlets in 17 Indian cities
               few months earlier,
                                    Decoction in the next financial
               India's largest
                                                                                            including Bengaluru,
                                                                no preservatives. Through
               fresh food brand
                                                                                            Chennai, Mumbai, Pune,
        targeted to roll out authentic   year. With the launch of the   Traditional Filter Coffee   Mangaluru, Mysuru,
                                                                Decoction ardent filter-coffee
                                    Traditional Filter Coffee
        Filter Coffee Decoction.    Decoction, iD Fresh entered   lovers can get their coffee   Hyderabad, Kochi,
        Funded by Premji Invest,    the non-alcoholic beverage   without having to labour   Coimbatore, Vijayawada and
        Azim Premji’s investment    market. iD Fresh’s Traditional   through the arduous process   Visakhapatnam among other
        arm, and Helion Venture     Filter Coffee Decoction     of making the traditional   cities.
        Partners, Bengaluru-based   offered exceptionality in the   coffee decoction.          The availability of iD
        iD Fresh Food had launched   form of ready-to-use liquid   iD Fresh’s Traditional   Fresh’s Traditional Filter
        its Traditional Filter Coffee   (decoction) rather than the   Filter Coffee is the company’s   Coffee Decoction on popular
        in a bid to revolutionize   conventional powder form    first product to have a long   e-commerce sites such as
        the coffee industry; much   available in the market.    shelf life (three months).   Amazon and BigBasket
        like the company did with                               However, once the pack is   among others, makes it the
        its pioneering product in   Traditional Filter Coffee   opened, the coffee decoction   company’s first product to be
        the nascent idli-dosa batter   Decoction                needs to be stored in a     available for delivery in all
        market.                        The decoction is made    refrigerator and consumed   cities across India. Speaking
           iD Fresh is looking for   of single origin coffee and   within 10 days. The product is   on the launch of their product,
        to achieve a revenue nearly   has the right blend of coffee   available in 20 ml and   Musthafa PC, CEO and Co-
        of Rs. 50 Cr from their     and chicory (80% coffee, 20%   150 ml packs across retail   founder of iD Fresh Food

        10     December 2018     AgriBusiness & Food  i ndustr y
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