Epigamia: A No. 1 Yogurt Success Story, Nurtured with Passion and Serendipity by Rohan Mirchandani

Himanshi

10 months ago

Epigamia: A Yogurt Success Story, Nurtured with Passion and Serendipity by Rohan Mirchandani

In the bustling metropolitan city of Mumbai, the famous Greek yogurt brand called Epigamia has taken the Indian food market by storm. This success story is not just about yogurt; it’s about the journey of an NRI entrepreneur, Rohan Mirchandani, who embraced serendipity and turned a passion investment into a thriving business venture

A Twist of Fate: Wharton to Whiskers

Armed with finance and management degrees from NYU’s Stern School of Business and an MBA from Wharton School, Rohan Mirchandani’s future seemed destined for the world of finance.
In 2009, a trip to India to explore tech opportunities and meet family introduced him to Chef Ganesh Krishnamoorthy, who was experimenting with an ice cream hobby business.
Enchanted by the concept, Rohan made a passion investment in Ganesh’s venture, setting the stage for an exciting entrepreneurial journey.

Unveiling the FMCG Route: Hokey Pokey‘s Genesis

While studying at Wharton, Rohan crossed paths with marketing expert Shripad Nadkarni, a former head of marketing at Coca Cola.
Originally planning to build ice cream parlors across India, Shripad suggested the fast-moving consumer goods (FMCG) route.
In 2013, at just 30 years old, Rohan relocated to India, convincing Ganesh to join him full-time, and embarked on developing the FMCG plan for Hokey Pokey ice cream, which hit the stores in 2014.

Epigamia: The Unexpected Yogurt Sensation

While initially focused on ice cream, the team quickly realized the product’s seasonal limitations and began exploring other offerings.
Epigamia, launched as a complementary product, skyrocketed to success, selling an impressive 10,000 cups in its first month.
The brand’s enticing flavors, including plain, mango, coconut and strawberry, sourced locally from Ratnagiri mangoes and Panchgani strawberries, earned it a reputation for being preservative-free.

Coconut flavoured natural yogurt by Epigamia

The Expanding Horizon: A Promising Future

Epigamia’s triumphant journey is unfolding amidst a rapidly growing Indian food and grocery market, projected to account for 66 percent of the $1.1 trillion retail market by 2020.
Leveraging technology and streamlined logistics, the Indian market has witnessed the rise of young brands like Paper Boat and ID Foods, showcasing the vast potential for growth.
Rohan’s vision for Epigamia remains unwavering. The company is establishing a manufacturing facility in the South and aims to expand to over 15 cities and reach 40,000 stores within three years.

Epigamia’s success is more than just a business tale; it exemplifies how seizing serendipitous opportunities and nurturing a passion for innovation can lead to creating a beloved brand in the hearts of consumers. As Epigamia continues to make its mark in the Indian food market, it stands as a shining example of the boundless possibilities that arise when serendipity converges with determination and an ardent love for culinary delights.

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