Drums Food International, the parent company of flavoured and greek yoghurt brand, Epigamia announced that actor Deepika Padukone has invested an undisclosed amount in the company, and will act as a partner and strategic advisor to the FMCG brand.
The investment has been made through KA Enterprises LLP, a fully owned corporate entity of Deepika Padukone, and is part of a multi-crore strategic partnership where she will be endorsing the brand and will act as its brand ambassador. The investment by Padukone comes as an extension of the recently closed Rs 182 crore Series C round of funding led by Verlinvest, Danone Manifesto Ventures, and DSG Consumer Partners. With this funding, the firm formally announced the close of its Series C round.
Epigamia was launched in 2015 by Rohan Mirchandani, Uday Thakker, Ganesh Krishnamoorthy, and Rahul Jain as a Greek yoghurt brand and expanded its portfolio to include artisanal curd, snack packs, Indian sweets, and smoothies.
With this investment, Epigamia looks to scale pan-India and enter 50,000 stores in the coming years.
Rohan Mirchandani, Co-Founder, Epigamia, said,
“Our idea for Series C wasn’t just to raise capital but also get the right partners to scale the business. Therefore, we got Danone and the others on the supply chain side. Our partnership and investment with Deepika will be more towards building awareness about Epigamia. Moving forward she will be advising us on various aspects and providing crucial feedback which will take the brand forward into newer offerings.“
Rohan also added that Deepika is an avid consumer of the product and as a part of the partnership, Epigamia will be collaborating with the Indian actor on improving current product variants, foraying into a new range, and introducing limited edition offerings.
Commenting on her first investment in FMCG sector, Deepika said,
“I am thrilled to join the Epigamia family. Not only do I love the products but also connect very strongly with the brand philosophy. The team has big plans for expansion and I am excited to be closely involved as we roll out new products and enter new cities.”
Padukone also has her own label, All About You, for online shopping site Myntra and has backed startups like online furniture rental platform Furlenco, and beauty products marketplace Purplle.