Launched in June 2015, Epigamia is currently available in 20 stock keeping units (SKUs) under greek yogurt, artisanal curd, snack pack, MishtiDoi and smoothies.
Drums
Food International, the parent company of fresh FMCG brand Epigamia,
Monday announced a multi-crore strategic partnership with Deepika
Padukone, which includes an investment from the Bollywood
actress. The actor will also endorse the brand as its brand
ambassador and act as a strategic advisor to the FMCG brand
"This
investment is an extension of the recently closed series C round of
funding led by Verlinvest, a Belgium-based consumer-focused
investment firm, Danone Manifesto Ventures, the venture investment
arm of one of the world's leading food and beverage companies, and
DSG Consumer Partners, an Asia focused VC (venture capital) fund,"
Drums Food International said in a statement.
“Her
(Padukone’s) involvement will accelerate the pace of reach for our
products," said Rohan Mirchandani, co-founder, Drum Foods. As
part of the deal, Padukone will own equity in Drum Foods. The
company, however, declined to share the details of her investment.
Brand
Epigamia, on the back of the capital raised and the strategic
partnership with Deepika, will now look to expand into new products
and enter new cities, it added.
Launched
in June 2015, Epigamia is currently available in 20 stock keeping
units (SKUs) under greek yogurt, artisanal curd, snack pack,
MishtiDoi and smoothies.
It's
parent firm - Drum Foods was founded in 2008 by former Wharton alumni
Rohan Mirchandani, chef Ganesh Krishnamurthy, Rahul Jain, and Uday
Thakkar. Its products are sold through more than 10,000 retail
stores, including BigBasket and Amazon, besides retailers spread
across Delhi-NCR, Mumbai, Bengaluru, and Chennai. Over the next two
years, the company plans to ramp up distribution to 50,000 outlets
across more than 25 cities.
Deepika
Padukone made it to the top five of Forbes India’s 2018 list of
richest Indians, becoming the first woman to do so. As of 2018,
Padukone who endorses over 20 brands had a brand value of $102.5
million, according to a celebrity brand valuation report by Duff and
Phelps.
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