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.
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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