Addressing mediapersons on the launch of its filter coffee powder brand - Alive! -in Andhra Pradesh, R Shivashankar, chief executive officer of Fresh and Honest Cafe Limited, said, "Our company has been growing at a compounded annual growth rate of over 40 per cent and for this year, we are eyeing a turnover of Rs 100 crore.

The market for coffee powder in India is estimated to be Rs 1,000 crore, growing at five percent annually. The packaged coffee powder market is estimated to be of the size of 40,000 metric tonnes. Fresh and Honest is eyeing a 10 percent volume share in the organised packaged coffee powder market. The brand is available in the south and will be launched in Mumbai,. Delhi and Kolkata in the firstweek of July.

The company has planned a media spend of Rs 2 crore in Karnataka and Andhra pradesh in a time frame of two months. It has a presence in around 20,000 retail outlets in south india and will be expanding to an other 20,000 outlets in the next three months. The brand is available in retail packs ranging from 50 gm to 500 gm and the company has plans to launch a 25 gm pack shortly. Fresh and Honest has more than 2,300 freshly brewed coffee vending machines across the country and is planning to add another 2,500-3,000 machines in the next three years.

------------------------------------------------------------------