Deepika Padukone invests in yogurt making brand Epigamia
Bollywood diva, Deepika Padukone has invested in the food processing brand Epigamia that makes flavoured yogurt.
Bollywood diva, Deepika Padukone has invested in the food processing brand Epigamia that makes flavoured yogurt. Padukone has signed a partnership with Drum Foods International Pvt. Ltd, the maker of flavoured yogurt brand Epigamia. The actress will also be endorsing the brand in future. The investment has been made through her strategic initiative firm, KA Enterprises Llp and is a part of the Series C round raised by the company earlier this year. Epigamia makes flavoured yogurt, Greek yogurt, smoothies, and mishti doi and will be using the investment funds to scale up its business across India.
“Deepika's involvement will accelerate the pace of reach for our products," said Rohan Mirchandani, co-founder, Drum Foods. As part of the partnership deal, Padukone will own a decided equity in Drum Foods. However, as of now the company has not revealed the share of her equity or investment figures.
Epigamia is aiming to scale up it product portfolio across Indian cities. “We have so far not done too much mass media advertisements. But on the basis of our association with Padukone, we are now looking forward to elevating the brand to the next dimension," Mirchandani said.
Padukone, has been on the top charts with blockbuster hits at box-office, films like Bajirao Mastani, Padmavat and others have made her second most valued celebrity brand after champion cricketer Virat Kohli.
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. Padukone had started with KA Enterprises in 2017, to leverage her brand and invest in businesses ranging from apparel, to now food. Her firm has invested in four ventures so far.
Drum Foods was founded in 2008 by former Wharton alumni Rohan Mirchandani, chef Ganesh Krishnamurthy, Rahul Jain, and Uday Thakkar. The company's products are sold through more than 10,000 retail stores, including BigBasket and Amazon, besides retailers spread across cities like Delhi-NCR, Mumbai, Bengaluru, and Chennai.