Group Members

Kirti Agarwal - PG-20-001

Sunny Kotian - PG-20-072
Shriram Nair - PG-20-081
Purva Padhye- PG-20-137
Rakshita Hegde- PM-20-05

Case Study
 EPIGAMIA
Founded in: 2015
Founder: Rohan Mirchandani
Co-Founder: Uday Thakker, Rahul Jain, Ganesh Krishnamoorthy
Parent Company: Drums Food International Pvt. Ltd.
Tagline: Real.Fresh.Versatile. Good things happen when we
treat ourselves with love - starting with what we put in our
bodies.
Revenue: INR 110 CR
Future Strategies: Usage of ML & AI, Digital heavy.
HOW COULD DRUMS FOOD CONVINCE CONSUMERS OF THE
DIFFERENTIATED VALUE PROPOSITION OF ITS NICHE PRODUCTS?

Point of Differentiation: The thing which Accentuates Epigamia from its rivals is its no
preservative, lactose free and all natural flavours.
Value Proposition: Epigamia provides high protein, Lactose-free and Probiotics. Brand
promises healthy products with tasty flavours.
Epigamia can convince its niche market by promoting their functional
benefits such as healthy products and emotional benefits like its stature as
Epigamia is a premium product
COULD IT SUSTAIN THE BRAND AND
BUILD STRONG BRAND EQUITY?
Epigamia has increased its brand value by 21% in FY20
from INR 87Cr. to INR 110 Cr.
Epigamia's real, fresh, versatile personality which
resonates with the contemporary culture health and
fitness.
During the pandemic Epigamia adopted D2C model to
cater to its loyal customers which helped them create
positive feeling towards the brand.
Thus Epigamia can sustain its brand equity with respect
to its rival competitors.
SHOULD EPIGAMIA CONTINUE EXTENDING THE EPIGAMIA
BRAND TO MORE CATEGORIES?

Epigamia should definitely extend in order to sustain its value in

near future as change is the only thing constant demanded by
modern customers
Extending and diversifying to more categories will help
Epigamia to increase its market share as there is a large no. of
competitors in the dairy product market
Extending in more categories will also help the brand as there
are less premium players in its field of its competence.
 PRODUCT STRATEGIES
LINE EXTENTION
New Flavours of yoghurt - Kesar-Pista, Dates,
Fig
Topping on yoghurt with assorted dry fruits
Launching yoghurt ice cream under its brand
Hokey-pokey.
Launching attractive kids packs
New Flavour of smoothie - Coffee
DIVERSIFICATION
Berries dipped in chocolate i.e mulberry,
blueberry, strawberry, cranberry.
Introducing new vegan products i.e butter,
cheese, mayonnaise
Introducing turmeric almond latte
DISTRIBUTION STRATEGIES
Intensive distribution strategy to be adopted

Expanding to 50000 outlets across

50 cities by 2025
Adopting D2C model of distribution
Supplying products in 24/7 medical
stores (50) across 5 metro cities in
India (Mumbai, Delhi, Banglore,
Kolkata, Chennai)
Partnering with private hospitals in
Metro cities.
DISTRIBUTION STRATEGIES
Intensive distribution strategy to be adopted

Partnering with TajSats to cater to 40+ domestic and

international airliners
Benchmarking with respect to Nestle and Motherdairy
to increase the no. of category outlets
Tie-up with IRCTC which caters more than 460 trains
in India
Promotional Strategies
Conducting contest on online platforms like
Instagram, Facebook.
Partnering with food shows of famous chefs like
Kunal Kapoor, Vikas Khanna, Pankaj Bhadouria,
Amrita Raichand
Influencer marketing with fitness and food bloggers
like Gurbani (A.K.A Bani J) charges between
50000-60000 per post,
Ranveer Allahbadia (@beerbiceps)
charges 30000-40000 per post,
Sangram Chougule ( Mr. Universe)
charges 30000-40000 per post.
Promotional Strategies
Testimonials of customers for Instagram and
facebook sponsored ads
Reward system for products less than ₹200,
1-5 points shall be rewarded
Placing vending kiosks in corporate parks,
IT hubs and premium gyms
 Promotional Strategies
Use of contemporary trends to make the social media page more relevant to upcoming trends without changing the brand
personality
PUBLIC RELATIONS ACITIVITIES

Launching Campaign "Sehat bhi swasth aur paryavaran bhi

mast" to promote sustainable environment
Publishing articles in the food column of newspapers about
the recipes which includes Epigamia products
collaborating with NGO's like Akshayapatra Foundation by
donating them ₹1 per pack across the whole range of
Epigamia products.
 CONCLUSION
Maintaining the core values of Epigamia at heart
the products we propose resonate with it
To bridge the gap of Epigamia's reach and
customer base we suggest intensive distribution
and promotion strategies
To create goodwill we have suggested CSR
activities.
THANK YOU!