diff --git a/kcidb/monitor/subscriptions/incident_notification.py b/kcidb/monitor/subscriptions/incident_notification.py
new file mode 100644
index 00000000..fd8f632d
--- /dev/null
+++ b/kcidb/monitor/subscriptions/incident_notification.py
@@ -0,0 +1,20 @@
+"""Incident notifications"""
+
+from kcidb.monitor.output import NotificationMessage as Message
+
+
+def match_incident(incident):
+    """Send notification upon incident creation"""
+
+    print(f"Generating notification for {incident.id}")
+    # if not incident.issue.subsriber:
+    #     return ()
+
+    # static subscriber for testing
+    subscriber = "Jeny Sadadia <jeny.sadadia@collabora.com>"
+
+    return (Message(
+        subject='Incident notification for {% include "incident_summary.txt.j2" %}',
+        to=[subscriber],
+        body='{% include "incident_description.txt.j2" %}',
+    ),)