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Context is everything.
Detailed stories on technology startups, business and economic current affairs.
Detailed stories on technology startups, business and economic current affairs.
The yogurt brand’s survival strategy in the face of legacy dairy firms holds lessons. But it now faces its toughest test yet.
Editor's note: Epigamia has had a good run. It’s been five years since the Drums Food-owned yogurt brand launched and, since then, it has added smoothies, artisanal curd, spreads and mishti doi to its portfolio. In these five years, Epigamia has proven to be a bit of an outlier. It has taken on the large, traditional dairy companies and built a business that now generates more than Rs 100 crore in annual revenue. Of the niche food and beverage companies in India—fresh fruit juices, sauces, ready-to-cook packaged food, nutritional bars and snacks—that started out with the ambition of disrupting and challenging legacy firms, few are still around and fewer still can claim a number like that. We have written about how many of the fresh fruit juice brands have had to shut shop or get acquired; at least two of the ready-to-cook and ready-to-eat food companies have had to pivot to a cloud kitchen business. In that context, a Rs 100 crore revenue, ignoring the losses, and with reasonably good brand recall, is certainly an impressive pitch. That is not to say …
A little over a decade after it was founded, the company that introduced India to Greek yogurt has pulled off a turnaround. But competition is rising fast and Epigamia can’t afford to simply rest on its laurels.
IPO-bound Milky Mist is a dairy company that operates like an FMCG player. Its unique business model and ambitious promoter have served it well thus far. Now for the market test
The region’s growing demand for carbonated beverages and the presence of a large Indian diaspora present an opportunity for the Mukesh Ambani-led conglomerate to up its FMCG game through the iconic brand.
