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Epigamia Case-Study: an upcoming brand-health industry

The first step in the important product management process is to understand your market. When the new founders of Epigamia realized that ice cream - albeit profitable - was seasonal and sales declined during winter, they decided to go with the FMCG and start looking for options.

A Brand-name cannot be established overnight, it requires great forethought and planning to build one. So, what are the new, upcoming companies like Epigamia doing? This Case Study aims to answer this question.

From a customer’s perspective, the product management process can be considered a six-step cycle-

Visibility => Examination => Purchase => Reading => Re-analysis => Re-purchase

The challenge before every product manager is to get the customer to reach the point of regular re-purchase. Taking the example of epigamia:

Epigamia Product Management Process -baby steps

The first step in the important product management process is to understand your market. When the new founders of Epigamia realized that ice cream – albeit profitable – was seasonal and sales declined during winter, they decided to go with the FMCG and start looking for options.

Lessons Learned

From the great Burger McDonald’s artist, the founders of Epigamia saw in advance that the Indian palate was straightforward and the buyers were determined to try new things the market had to offer. Another lesson learned from a close study of the market was that the Indians were willing to pay for products they could not afford.

The Hunt

With these lists, they started looking for a product that met two criteria – pleased the Indian eye, and could not be remade at home. They found that more than 65% of Indians were lactose intolerant and therefore could not eat dairy products. They also point out the fact that in domestic curds, whey spills over and appears as a separate layer. The Indians also could not make spicy curd at home.
USP – Following this discovery, Drum Foods International decided to sell Epigamia as Whey free, lactose-free, flavored curd. Unlike competitors – who sold curd or spiced yogurt, Epigamia curd had no layer of Whey. This has been their USP (Unique Selling Point) – a quality that distinguishes Epigamia yogurt from other products. Drums Food began to market yogurt as a healthy snack rather than frozen.

Brand Ambassador

A well-known Bollywood actress, Deepika Padukone, not only came as an investor but also became a promoter of Greek Yoghurt. This attracted the attention of the Indian community. The investment from the Bollywood star was backed by Danone’s 182 hot milk commercial sale that marked the re-emergence of dairy products. This triggered Epigamia.


Another challenge before Epigamia is to make their product available in the market where yogurt was a common daily food in almost every home. Epigamia met this challenge by making the product available at nearby local stores and allowing the first customers to sample the product. This has generated awareness of product and word processing. They also distribute the product at marathons and other events


Promotion is “A big part of the marketing budget” – says Siddarth Menon, Drum Food CMO – to corporate promoters. Food drums mixed with super large markets and customers sampled their products.

Keep it simple

Epigamia’s visual strategy is not limited to brand awareness. They emphasize it every time they open up a new variety or taste. The new product stays on the shelves of supermarkets and local stores for two weeks. After this period, it is withdrawn if it doesn’t attract a predetermined level of interest from the consumers.


Epigamia is aimed at thousands and thousands of customers who are living a fast-paced life. They have used influencer marketing and content marketing to make their brand stand out to the Indian youth – growing at about 28 to 35 years of age. With the intention of making it attractive to the target group, careful attention is paid to the installation and presentation of the product.

They have also released a vegan, coconut yogurt recently, in 2020 to keep up with the developing trends in the food sector.


The Indian population consumes curd daily. Hence, epigamia yogurt is not marketed as curd. Instead, epigamia markets it as a healthy alternative to junk food. The product contains far more protein than other types and varieties made at home. It is a healthy and naturally healthy diet says CMO, but they have always been careful not to put it in the right place as healthy food supplements.

Rohan Mirchandani

About the Founder:

Rohan Mirchandani grew up in the US, went to New York University and worked in finance around 2008-2009, before starting his own technology company.

However, by eating willingly, it would have taken him a long time to think of designing something good in his comfort zone. With the future in mind, he met Chef Ganesh and came up with the idea of ​​building a desert resort. He also met with Shripad Nadkarni, the former Chief Marketing Officer of Coca Cola, to discuss the next few opportunities in the integrated food business.


That was the eureka moment of Drum Foods. Nadkarni advised him to come to India to expand his Hokey-Pokey ice cream product. In January 2013, Hokey-Pokey started a small store with a view to making the FMCG product in 2014.

The new installation showed respect for Mirchandani. Speaking about his major challenge, he said, “We have found it difficult to measure businesses in the open season.” And the cost of real estate sales has skyrocketed as they consider expanding with other specialty stores. It was then that his second name, Epigamia, was born.

Funding and more

Sharing the same, Mirchandani said, “We have found that dairy and dairy products are something that will be disrupted. Therefore, Epigamia started as a learning curve for us.” Using natural ingredients and a traditional Greek recipe, they created yogurt lower in fat and calories with twice the amount of protein compared to regular flavored yogurt. In July 2016, Rohan raised Rs 44.5 crore, invested by Verumer Partners and DG Cons.

Further epigamia succeeded in raising another series C funding of $5.3M in June 2020 from Danone Manifesto Ventures. Overall epigamia has had a rich history of investors with a total raised investment of $52.4M in a total of 6 rounds of funding.

New product development

Commenting on his vision with Epigamia, Rohan returns, “We want dairy products to have their own IDs. Also, we have the necessary technology, so seek to make our mark. We think there is more to do. We want to compete with other snacks in healthy snacking areas.” Chef Ganesh has been at the heart of all the products made under Drum Food. Commenting on the product development phase, Rohan says, “Once we feel comfortable in the production of our products, we press them until we reach the level of product production from the chef’s kitchen.”

Going forward, the idea should be made on a quality Indian product. The range is available at 2500+ stores selling across Mumbai, Delhi, Bengaluru, Pune, Chennai, Hyderabad, Surat, Ahmedabad, Baroda, Chandigarh, Srinagar, and Jalandhar. When asked if he would consider selling his first name Hokey-Pokey, Rohan recalled, “We would be open to this application. We don’t want to make a product for a fresh start but we would like to do something new. ”

Key Take-Aways

In all the examples showing the strategic product management process, Epigamia shows that branding is not just about having a good product or appreciating it. Marking is about believing in your product and giving it its own in a series of carefully thought-out strategic steps.

Read about: Epigamia-India’s First Coconut Yoghurt

Read more : Case studies – Fortifygen

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