The yogurt brand’s survival strategy in the face of legacy dairy firms holds lessons. But it now faces its toughest test yet.
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 …
Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.
Editor, Internet
harveen@mailtmc.com
Mumbai