This ₹1000 Cr Brand is Taking Over Indian Fridges: The Epigamia Story
Автор: Mesa School of Business
Загружено: 2025-05-20
Просмотров: 4509
Описание:
In this episode, we sit down with Ankur Goel, Founding Member & COO at Epigamia, to unpack what it takes to build a category-defining brand in India’s ever-evolving FMCG landscape.
Epigamia started as a side project but has now become a ₹1000 Cr dairy powerhouse—redefining how modern India consumes yogurt. From cold chain challenges to retail battles and the rise of protein-packed lifestyles, Epigamia has done it all.
From launching before giants like Amul in the Greek yogurt space, to using platforms like Blinkit and Zepto for last-mile scale, Ankur shares the real story behind building one of India’s most underrated FMCG brands.
He talks about:
Epigamia’s product philosophy and why they never launch without real differentiation
How they cracked distribution despite short shelf life and zero infrastructure
Why quick commerce was the inflection point
What it takes to change how India thinks about Dahi
How Deepika Padukone came on board as an investor
Building an FMCG empire by staying experimental, nimble, and data-driven
Chapters:
0:00 Intro
0:34 How epigamia started
1:54 Story of failed gheespreads
6:12 Epigamia experimentation theory
8:10 How quick commerce helped epigamia
10:08 Epigamia's hiring philosophy
11:35 What would Ankur launch now
13:39 Ankur answering Questions
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