In December 2023, Deepak Menon and Jae Tan launched Modern Hippi with an initial investment of S$150,000, aiming to simplify the coffee drinking experience in Singapore's competitive market. Their innovative approach focuses on freeze-dried coffee, which allows for convenient brewing in both hot and cold water.
Modern Hippi's method preserves the aroma of high-quality beans sourced from reputable farms in countries like Brazil and Colombia. This process contrasts sharply with traditional instant coffee, often criticized for using inferior beans and additives.
Anna Lysenko, Deepak's wife, joined the venture as CEO, contributing additional funding. The company is positioned to stand out by providing a premium product that combines the ease of instant coffee with café-quality flavor, addressing a gap in the market for high-quality instant options.
Through their efforts, Modern Hippi aims to redefine how consumers perceive instant coffee, emphasizing quality and simplicity over complexity in preparation.