Top Bollywood actress Deepika Padukone, who had incorporated KA Enterprises 18 months back as her strategic investment firm, has invested an undisclosed amount in Mumbai-based Drums Food, a FMCG startup that makes flavoured yogurt ‘Epigamia’.
KA Enterprises, which has also backed other startups like online furniture rental platform Furlenco, and beauty products marketplace Purplle, has contributed in Series C round of funding raised by Drums Food earlier this year, which also saw participation of Danone Manifesto Ventures, an investment fund set up by the French food giant Danone, and Verlinvest, a Belgium-based consumer-focused investment firm.
Epigamia, which makes flavoured yogurt, Greek yogurt, smoothies, and mishti doi with no preservatives, will use the funds raised to scale up its presence to 50,000 outlets in over 25 cities. Touted as India’s first branded and leading premium Greek yogurt Epigamia has rapidly gained traction with the Indian consumer.
Drums Food was founded in 2008 by Ganesh Krishnamoorthy, Milap Shah, Rahul Jain, Rohan Mirchandani and Uday Thakker.
Rohan Mirchandani, co-founder, Drum Foods, “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.”
Post Padukone’s investment in yogurt brand, the actress may feature in its advertisements of Epigamia by the end of the this year, said Mirchandani.
For Padukone, Nitin Kanchan, a former investment banker, manages all the investments, which are not out into the public domain. Nitin is CEO of KA Enterprises.
“This is a unique business proposition. The idea here is going beyond just the face of a celebrity. The companies get brand of Padukone, capital of Padukone and the business understandings. These three pillars together — you won’t find in any other family office (investments),” said Nitin to ET Brand Equity. He declined to comment on the size of investment the firm makes in these startups, but added “it’s a serious play of multi-crores”.
In the next two months, KA Enterprises plans to close a couple of more additional investments.
Earlier this month, celebrity superstar Jennifer Lopez and her fiance Alex Rodriguez made their first investment in an India with SARVA, a Mumbai-based yoga and wellness startup.