Introduction

In a country where curd and dairy are household staples, few dared to innovate. That is, until Epigamia came along. Founded by Rohan Mirchandani and his team at Drums Food International, Epigamia has grown from a niche Greek yogurt brand into one of India’s most forward-thinking FMCG startups.

From targeting health-conscious millennials to entering the plant-based space, Epigamia has reimagined how India consumes dairy—and they’re just getting started.

The Birth of a Dairy Disruptor

Epigamia launched in 2015 with a mission to bring Greek yogurt to Indian consumers, filling a massive gap in the market for high-protein, probiotic-rich dairy snacks. What started with a few SKUs on gourmet retail shelves quickly expanded into a nationwide health snacking brand.

Founder Rohan Mirchandani, a finance professional turned entrepreneur, returned to India from the U.S. and noticed a lack of nutrient-dense, clean-label snacks. Greek yogurt—popular globally—was virtually unknown in India. Thus, the brand was born to bridge the gap between taste, health, and convenience.

What Sets Epigamia Apart?

First-Mover Advantage in Greek Yogurt: While curd was a staple, Greek yogurt was a novelty. Epigamia tapped into urban India’s fitness and diet trends to build early traction.

Clean Labels, Real Ingredients: No preservatives, artificial flavors, or hidden sugars—Epigamia positioned itself as a trustworthy, transparent brand.

Diversified Product Portfolio

  • Greek Yogurt (fruit, natural, artisanal)
  • Smoothies
  • Snack Packs (with granola)
  • Ghee Spreads
  • Almond Milk (plant-based series)
  • Coconut Milk Yogurt

Functional + Indulgent: From high-protein yogurt to indulgent chocolate ghee spreads, Epigamia has products for both fitness buffs and flavor lovers.

Business Strategy: Blending D2C, Retail, and Innovation

Epigamia’s omnichannel approach includes:

  • Modern Trade: Big Bazaar, Nature’s Basket, Foodhall
  • E-Commerce: Amazon, BigBasket, Swiggy Instamart
  • Quick Commerce: Zepto, Blinkit
  • D2C Website for personalized shopping & bundles

Their expansion into the plant-based market further aligns with changing consumer preferences—especially among Gen Z and flexitarian audiences.

Funding & Growth Journey

Epigamia has raised over $25 million in funding from marquee investors including:

  • DSG Consumer Partners
  • Verlinvest
  • Danone Manifesto Ventures
  • Deepika Padukone, who also came on board as a brand ambassador and strategic investor

The funding has helped scale manufacturing, cold-chain logistics, and R&D for product innovation.

The Indian health snacking and functional food market is booming:

  • Consumers are shifting toward protein-rich, gut-friendly, low-sugar options
  • Clean eating and ingredient transparency are key purchase drivers
  • Plant-based alternatives are seeing rapid growth in metros

Challenges and How They Navigated Them

Breaking into a traditionally price-sensitive market with a premium offering wasn’t easy. Epigamia had to:

  • Educate consumers on Greek yogurt vs. regular dahi
  • Invest heavily in cold-chain infrastructure
  • Maintain product freshness across cities
  • Stand out in an increasingly crowded healthy snacks segment

Their innovative flavors, strategic partnerships, and branding consistency helped them overcome these hurdles.

Startup Lessons

  • Educate while you sell – They Built a market by making Greek yogurt relevant to Indian tastes.
  • Brand consistency matters – Strong packaging, positioning, and tone made them instantly recognizable.
  • Don’t wait for trends—create them – Their move into almond milk and snack packs showed foresight.
  • D2C + Modern Trade = Scale – Omnichannel presence helped reach diverse audiences quickly.

Call-to-Action: What’s Next?

As India embraces better-for-you snacks, startups like Epigamia are at the forefront of a nutrition revolution. Whether you’re an aspiring founder, FMCG strategist, or wellness brand follower— their journey is packed with lessons and inspiration.

Follow iTMunch’s Startup section for more deep dives into India’s most exciting and impactful startups.

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