How startups take on consumer giants

They're quick to establish relationships with buyers looking for niche brands, and are slowly cutting into FMCGmajors' market share
NEW DELHI: When Rohan Mirchandani was a student at Wharton in 2011, he attended a talk by former Coca-Cola marketing head Shripad Nadkarni, who said the next decade would herald the rise of young independent FMCG brands that would take on the handful of multinationals in India.

It was an insight that changed Mirchandani's life. The next year, after he graduated, he co-founded Drums Food, which makes Epigamia Greek yogurt and Hokey Pokey ice cream. Epigamia, launched a year ago, sells 25 lakh units every month and competes with Grekyo from Swiss food company Nestle and similar products from French dairy giant Danone. The multinationals took a cue from Epigamia's success, Mirchandani said....Read more


Source web page: Times of India

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