Azim Premji-backed iD Fresh Food, known for its idli-dosa batter, has launched a maiden online store to sell its coffee portfolio across the country. This move comes as the packaged food company noted a surge 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, the company said.
“As a business operating in the fresh food industry, we see this as the right time to sell online on our own platform,” Musthafa PC, co-founder of iD Fresh Food, 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 the overseas markets.
The Bengaluru-based startup – which launched coffee blends in 2018 making its entry into the non-alcoholic beverage market – had expanded its coffee portfolio last year driven by surge in at-home consumption of the beverage amid the pandemic. 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.
According to the company, the consumer spend for 2019-20 was Rs 320 crore. 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, chapati and paneer to over 30000 retail outlets.
Source: ETRetail
