Let’s be clear: this isn’t your regular, polished case study you’ll find on the internet. Those often tell you the polished version, full of the “right” decisions and “perfect” strategies, carefully crafted to make brands look flawless. But here, we’ll look at Epigamia from a different perspective—one that digs into the real lessons, challenges, and hidden insights that most brands won’t directly share. Because let's face it, they don’t want their consumers to see the messy side of building a brand. Here, we’ll go behind the scenes to uncover the things that are often sugar-coated.
Greek Yogurt’s Origin in India—A Slow Start
Greek yogurt, or strained yogurt, is a staple in the Mediterranean diet, known for its thick texture and high protein content. It gained significant popularity in Western markets, especially the United States, in the early 2000s, becoming a trendy health food. But its journey to India was far from straightforward.
While some international brands like Danone tried introducing Greek yogurt to India as early as 2010, it remained largely unknown. Indian consumers had a deep-rooted preference for their traditional dahi (curd), which was seen as both affordable and beneficial. Even with a handful of products on the shelves, Greek yogurt didn't have a substantial footprint.
A Market Without Records – Before Epigamia’s Arrival
When Epigamia launched its Greek yogurt in 2015, there was no reliable data or records on how big the Greek yogurt market was in India—simply because it was virtually non-existent. For five years before Epigamia, Greek yogurt had a minimal presence in niche retail outlets and gourmet grocery stores. It was a tiny segment that most big players didn’t take seriously, with no focused marketing or consumer education efforts.
Greek yogurt remained largely invisible. It didn’t have a place in the daily lives of Indian consumers, who were still loyal to their dahi. The market size? Negligible. The awareness? Almost zero. It wasn’t even on the radar of most dairy companies as a product worth investing in. So, Epigamia wasn’t entering a crowded space; they were entering an almost empty one.
The Founders – Who Were They and What Did They Do Before Epigamia?
Epigamia wasn’t born from a boardroom full of industry veterans; it was the brainchild of three founders who had a vision to disrupt the Indian dairy market with something different. Rohan Mirchandani, Uday Thakkar, and Nitin Saluja were not strangers to entrepreneurship. Each of them brought unique experiences to the table:
Rohan Mirchandani: With a background in finance and marketing from the U.S., Rohan previously worked in the FMCG space. His experience gave him an understanding of consumer behavior and branding, but more importantly, he noticed how Greek yogurt was becoming a household staple in Western markets. He saw an opportunity to bring a similar trend to India but with a twist that catered to local tastes.
Uday Thakkar: Uday came from a background in investment banking, with experience in identifying opportunities and scaling businesses. He understood the dynamics of market entry and growth, especially in a diverse and challenging market like India.
Nitin Saluja: Nitin had already tasted the highs and lows of entrepreneurship. He was the founder of Chaayos, a successful tea café chain in India. His experience with Chaayos taught him about building a consumer brand from scratch in the Indian market, handling supply chains, and creating an experience that resonated with urban, health-conscious consumers.
These three came together, recognizing a gap in the Indian dairy market for healthy, convenient, and innovative products. They decided that Greek yogurt could be that product—a healthier alternative that could appeal to the aspirations of young, urban Indians who were looking to incorporate more global trends into their lifestyle.
Cracking the Code — How Epigamia Shifted Consumer Behavior in India
Launching Epigamia came with numerous challenges for founders Rohan Mirchandani, Uday Thakkar, and Nitin Saluja. They had to introduce Greek yogurt to an Indian market deeply attached to its traditional dahi, often seen as synonymous with yogurt. A significant hurdle was overcoming the misconception that Greek yogurt was just an overpriced version of dahi, with no additional benefits. They needed to educate consumers about the higher protein content, lower fat, and versatility of Greek yogurt, differentiating it from the familiar curd. Additionally, the founders had to navigate supply chain complexities for a perishable product, all while competing against well-established dairy giants with far greater resources. But through innovative thinking, persistent consumer education, and strategic positioning, they cracked the code and carved out a new market in an initially skeptical landscape.
Epigamia knew that launching Greek yogurt in India meant more than just introducing a new product; it meant redefining how Indians thought about dairy. They went beyond conventional tactics to change consumer behavior and make Greek yogurt a staple.
What Epigamia Understood:
The Aspirational Consumer
Young, urban Indians wanted products that aligned with global trends, signaling a modern and health-conscious lifestyle. Greek yogurt, with its international appeal, fit perfectly into this “wanna-be” mindset.
Demand for Healthy Convenience
With busy lifestyles and a growing focus on wellness, urban consumers were hungry for convenient, on-the-go snacks that were also healthy. Greek yogurt offered the perfect balance of nutrition and ease.
How Epigamia Created Awareness
Positioning as a Snack, Not Just Dairy
Epigamia positioned Greek yogurt as a healthy, on-the-go snack rather than a traditional dairy product. This strategy helped them break away from the perception that yogurt was only for home consumption, appealing to young professionals and fitness enthusiasts looking for quick, nutritious options throughout the day.
Smart Partnerships
Epigamia leveraged influencers and celebrities, like Deepika Padukone, not just for star power but to build credibility. They positioned Greek yogurt as trendy and aspirational, making it the go-to choice for those who wanted to be seen as health-focused and modern.
Health Trend Alignment
They tapped into popular diets and fitness trends, positioning their yogurt as a “superfood” for clean eating, high-protein diets, and active lifestyles. They marketed Greek yogurt not just as a snack, but as a versatile ingredient—perfect for adding to breakfast bowls, smoothies, or even as a healthy substitute in recipes. This broadened its appeal as an all-day, everyday food.
Strategic Placement
They didn’t just sell in stores; they placed their products in gyms, health cafes, and fitness centers—right where their target consumers were already focused on health, reinforcing the product’s appeal.
Building a Loyal Tribe
Through social media engagement, they encouraged consumers to share their own stories and recipes, building a sense of community and making consumers feel like they were part of a movement.
Current Status of Epigamia
Valuation
Epigamia has grown to become a significant player in the health-focused dairy and plant-based products sector, with a valuation of approximately $150+ million.
Product Reach
The brand now offers a diverse range of products, including Greek yogurts, smoothies, plant-based yogurts, and ghee spreads, available in over 25,000 retail outlets across India.
Market Expansion
With a growth rate of 30-40% year-over-year, Epigamia is rapidly expanding its footprint in Tier-2 and Tier-3 cities and exploring international markets, starting with the UAE.
Sales Growth
Their strategic focus on D2C sales and partnerships with quick-commerce platforms has resulted in a 40% increase in direct-to-consumer sales over the past year.
KLUBZERO Insights:
How Epigamia Created a Blue Ocean and Mastered Consumer Engagement
Epigamia’s success in the Indian market didn’t just come from launching a new product; it came from redefining the rules of engagement. Instead of entering a crowded space and competing directly with established dairy giants, they smartly crafted a blue ocean strategy—creating a new, uncontested market space where they could thrive. Here’s how they did it:
1. Crafting a Blue Ocean: Avoiding Direct Competition with Smart Positioning
Creating a New Product Category
Instead of going head-to-head with established players in the regular yogurt market, Epigamia introduced Greek yogurt—a high-protein, low-fat alternative that was largely unknown to Indian consumers. By doing so, they avoided the cutthroat competition in the traditional dairy sector and positioned themselves as a premium, health-focused brand.
Targeting a Niche Audience
Epigamia focused on a specific segment—young, urban, health-conscious consumers who were eager to adopt new global food trends. This allowed them to build a dedicated customer base that aligned with their brand values without getting lost in the broader, more commoditized dairy market.
2. Getting Inside the Consumer’s Mind: Understanding and Shaping Perception
Repositioning Yogurt as a Lifestyle Product
Epigamia didn’t market Greek yogurt as just another dairy product. They promoted it as a versatile, trendy snack that fits into the modern, health-conscious lifestyle. Through creative recipe promotions and collaborations, they showcased how Greek yogurt could be part of everyday meals—whether in breakfast bowls, smoothies, or as a healthy ingredient in desserts and salads.
Appealing to the “Wanna-Be” Culture
They tapped into the aspirational mindset of young Indians who wanted to emulate global lifestyles. By associating their product with Western health trends, they created a perception of Greek yogurt as not just healthy, but also chic and desirable.
3. Leveraging Strategic Partnerships and Collaborations
Brand Collaborations
Epigamia partnered with established brands like Chaayos and Cold Stone Creamery to cross-promote their products. By integrating Greek yogurt into popular tea chains and dessert formats, they made their products more visible and appealing to different consumer segments.
Fitness and Lifestyle Collaborations
Collaborating with platforms like Fitternity and Cult.Fit, Epigamia positioned Greek yogurt as a go-to post-workout snack for fitness enthusiasts, directly reaching their target audience where they were most engaged—at the gym or fitness centers.
4. Innovative Consumer Engagement through Recipes and Content
Recipe-Based Campaigns
To build a deeper connection with consumers, Epigamia collaborated with chefs, food bloggers, and nutritionists to create and share recipes featuring Greek yogurt. This not only highlighted the product’s versatility but also positioned it as an integral part of a healthy diet, driving a 20% increase in consumer engagement.
Interactive Experiences
The brand hosted virtual cooking sessions, in-store tastings, and pop-up stores in urban areas to give consumers a hands-on experience with their products. These initiatives helped foster a community of health-conscious customers and increased brand recall by 20%.
5. Adapting Quickly and Staying Agile: Constant Innovation
Expanding Product Lines
Epigamia continuously evolved by launching innovative products like plant-based yogurts and lactose-free options, staying ahead of market trends. This agility allowed them to capture new market segments and grow their product offerings without losing their core brand identity.
Localized Flavor Innovations
The introduction of region-specific flavors, such as mango chili and masala chaas, allowed Epigamia to penetrate deeper into Tier-2 and Tier-3 cities, resulting in a 15% increase in market penetration in these areas.
6. Creating a New Market Space with Unique Distribution Models
Embracing Quick-Commerce Platforms
By partnering with quick-commerce apps like Swiggy Instamart and Zepto, Epigamia ensured rapid delivery and accessibility, catering to the growing demand for convenience among urban millennials and Gen Z. This strategy led to a 40% growth in direct-to-consumer sales over the past year.
Subscription Models
Launching subscription services through their own platform helped build a loyal customer base, offering regular discounts and exclusive deals, which strengthened their direct connection with consumers and boosted customer retention rates.
Ending Note:
Epigamia's journey is a testament to how innovation, deep consumer understanding, and smart positioning can turn challenges into opportunities. By creating a new category, redefining consumer perceptions, and staying agile, they’ve proven that even in a market dominated by tradition, there is always room for something new. Their story reminds us that with the right strategy, you can carve out your own space and lead the way forward.
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