Epigamia (brand)

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Introduction

Epigamia

Type	Start-up
ISIN	🆔
Industry	FMCG
Founded 📆	Year of inception of brand Epigamia: 2015
Founder 👔
Headquarters 🏙️	Mumbai
Area served 🗺️
Key people	Rohan Mirchandani (CEO and Co-founder) Rahul Jain (COO and Co-founder) Uday Thakker (Director and Co-founder) Ganesh Krishnamoorthy (Chef & Co-founder) Siddarth Menon (CMO)
Products 📟	Greek Yogurt Smoothies Plant-based Lactose-free Spreads Cheese Origins No Added Sugar
Owner	Rohan Mirchandani, CEO and Co-founder
Members
Number of employees
🌐 Website	www.epigamiastore.com[1]
📇 Address
📞 telephone

Epigamia is an Indian FMCG start-up based out of Mumbai, India. Founded by Rohan Mirchandani in 2015, the company is a manufacturer of fresh and healthy dairy products and dairy alternatives in the country.

It’s the flagship brand of Drums Food International that also operates Hokey Pokey Super Premium Ice creams.

History

In 2015, there was a conscious shift among Indian consumers towards healthy, fresh foods. The founding team at Epigamia tapped on this emerging trend and focussed their production on high-quality products that don't compromise on health or taste. With innovation as the key ingredient, the company began crafting contemporary versions of traditional foods..

They launched into the market with Greek Yogurts. The process of creating a healthier, tastier version of Greek Yogurt involved straining regular yoghurt to boost its protein content and infusing it with real fruit. Since then, they have launched an entire portfolio of fresh and preservative-free products including Greek Yogurt Smoothies, lactose-free variants of curd, and the recently introduced plant-based range.

Funding

In 2016, Epigamia raised Series A funding of $6.6M from DSG Consumer Partners and Verlinvest. Since then, the company has had multiple rounds of funding and count Deepika Padukone's KA Enterprises as an investor and advisor

Presence

The company recognised the key to discoverability in smaller mom-and-pop (kirana) stores across the country. Shoppers traditionally go to a big box retailer once a week or once a month. But for their day-to-day shopping needs, they go to a kirana store. They identified stores in key pockets of the country and pitched to them, telling them about their products and then placing them there.

Initial days were spent canvassing a large number of retail stores to convince them to stock Epigamia products. Existing distributors were not equipped to handle a product with just a 15-day shelf life from manufacturing to shelves to consumption. This inefficiency, along with limited refrigerator space, made distribution tricky. To combat these inefficiencies, Epigamia deployed its early investments into developing and launching its very own cold chain distribution capabilities.

The brand retails across approximately 13,500 touchpoints in 30 towns, including modern trade chains like Reliance Fresh, Godrej Nature's Basket, Future Group, Foodhall, Big Bazaar, and Hypercity; e-commerce platforms including Big Basket and Amazon; and numerous general trade retailers. In 2020, the brand launched its Direct-to-Consumer online platform servicing Tier 1 and 2 cities in the country.

Products

Epigamia's current portfolio includes Greek Yogurt, Artisanal Curd, Mishti Doi, Smoothies, Spreads Made from Ghee, Probiotic Yogurt, High Protein Paneer and Cream Cheese, plant-based Coconut Milk Yogurt and Almond Milk.

- Epigamia Greek Yogurt, a perfect mid-meal snack made from real ingredients which has zero preservatives and high protein content.

- Epigamia Snack Pack, a convenient on-the-go snack of Greek Yogurt and chunky granola

- The first-ever lactose-free range of Curd, Mishti Doi and Greek Yogurt Smoothies in India

- Epigamia Spreads made from Ghee, without Palm Oil, zero transfats, and a rich source of Omega 3

- Epigamia Zero Added Sugar Greek Yogurt, has high protein, infused with real fruits and no added sugar

- India’s First Plant-based Coconut Milk Yogurt

- Epigamia Almond Milk, rich in calcium and a great source of Vitamin A and D

- Epigamia Probiotic Yogurt, filled with 100 million live and active probiotics

- Epigamia High Protein Paneer, our version of this staple is low-fat, loaded with 17g of protein and zero preservatives

- Epigamia Cream Cheese, with the freshest milk and zero preservatives

Recognition

Entrepreneur of the Year (2018)

For Leadership in a Consumer Product Business

Organized by Entrepreneur magazine

4th Cold Chain Industry Award (2018)

For Best-In-Class Distribution Network Strategy

Organized by Future Supply Chain

Global Logistics Excellence Award (2018)

For Supply Chain Excellence in Dairy Products

Organized by Infinity Expo with CNBC TV 18

Nielsen’s Breakthrough Innovations Award (2019)

Under Emerging Play category: Brand who seeks to transform the category by offering niche benefits before they are mainstream

Organized by Nielsen India to recognize and reward diverse innovation strategies for FMCG brands

References

This article "Epigamia (brand)" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Epigamia (brand). Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.

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