Actress Deepika Padukone has joined the list of celebs investing in different products and businesses and invested in Drum Foods International Pvt. Ltd. The startup is the maker of flavoured yogurt brand Epigamia and tied up with the company to also be representing the brand.
The investment has been made through KA Enterprises Llp, Padukone’s strategic initiative arm. Epigamia is planning to use the money to scale up and expand its presence across India. It makes flavoured yogurt, greek yogurt and smoothies.
Drum Foods was founded in 2008 by former Wharton alumni Rohan Mirchandani, chef Ganesh Krishnamurthy, Rahul Jain, and Uday Thakkar.
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“Her (Padukone’s) involvement will accelerate the pace of reach for our products,” said Rohan Mirchandani, co-founder, Drum Foods. As part of the deal, Padukone will own equity in Drum Foods. The company, however, declined to share the details of her investment.
As of 2018, Padukone has a brand value of $102.5 million and endorses over 20 brands, according to a celebrity brand valuation report by Duff and Phelps.
“We have so far not done too much mass media advertisements. But on the basis of our association with Padukone, we are now looking forward to elevating the brand to the next dimension,” Mirchandani said.