Epigamia is an Indian Greek yogurt brand launched in 2015 that targets health conscious consumers. It competes with larger companies Nestle and Mother Dairy. While Epigamia focuses on social media marketing and niche product lines, its competitors rely more on commercial advertisements. Epigamia aims to expand its product offerings and distribution to 15 cities in the next three years to grow sales and better compete in the food market.

1. Artisanal Curd

3. Summary
 Origin of the name & Brand Introduction
 Target Audience
 Competitors Introduction
- SEO & SEM
- Presence
- ScamAdviser Review
- Marketing Strategy
- Categories
 Sales & Expansion
 Conclusion
 Campaign
 Source

4. Origin & Brand Introduction
 Epigamia is the brainchild of a Mumbai-based start-up
called Drums Food International formed in 2008, co-
founded by Rohan Mirchandani.
 Epigamia is India’s first all natural Greek yogurt and
was launched in June 2015. Their Focus is functional
health & innovation.

5. Target Audience
 Health conscious people.
 People with lactose intolerance.
 Working Professionals.
 Individuals preferring natural food.
Audience Type Primary Secondary Tertiary
Age Group (Years) 18 – 40 41 - 60 25 - 45
Category Health Conscious Lactose Working
Professionals

6. Competitors Introduction
(Grekyo)
Nestlé is the world’s largest food and beverage company. NESTLÉ India is a subsidiary of
NESTLÉ S.A. of Switzerland. Started in 1918. It is a vibrant Company that provides
consumers in India with products of global standards.
Mother Dairy was commissioned in 1974 as a wholly owned subsidiary of the National
Dairy Development Board (NDDB). It was an initiative under Operation Flood, the
world's biggest dairy development program launched to make India a milk sufficient
nation.

7. SEO & SEM
Epigamia, Nestle & Mother Dairy – NO SEO or SEM applied
Keywords (Greek yogurt, Natural Greek yogurt, milk products)
Content on social media platform eg.Instagram
Epigamia Nestle Mother Dairy
 Appealing
 Conveys the aim
 Innovative
 Monotonous
 Not attractive
 Innovative
 Connects Well

8. SOCIALMEDIA
PRESENCE

9. INSTAGRAM

10. FACEBOOK

11. TWITTER

12. Review on scamadviser

13. PRESENCE
 Nestle in 130 countries & across India.
 Epigamia is currently available only in 5 cities in India
 Mother dairy is in approximately 40 countries & present across India.
All 3 brands are available at e-commerce platforms like
 www.hypercityfresh.com
 www.bigbasket.com
 www.naturesbasket.co.in
 www.relaiancesmart.in
 www.amazon.in

14. Marketing Strategies
No. Epigamia Nestle Mother Dairy
1 Active on social
media platforms
Active on social
media platforms
Active on social
media platforms
2 Guerrilla
Marketing
Commercial
Advertisement
Commercial
Advertisement
3 Tie up with
Perfect Aces for a
web series known
as, “What The
Folks”
Print Media Print Media
4 Tie up with
Curejoy.

15. CATEGORIES
Greek Yogurt Beverages Milk & Milk Products
Snack Pack Breakfast Cereals Edible oil
Chocolates Processed food
Confectionery Fruits & Vegetables
Milk Products &
Nutrition
Pulses
Prepared Dishes &
Cooking Aids
Frozen Vegetables
9 6 3
RS.40 (90 gms) RS.30 (100 gms) RS.20 (100 gms)
FLAVOURS AVAILABLE &PRICES

16. Sales & Expansion (Epigamia)
 3 million units a month.
 Plans to set up a manufacturing unit to increase volume.
 The venture is looking at turning profitable by the end of 2018.
 Launch packaged lassi & Mishti doi.
 Targets to be in 15 cities and reach 40k stores in 3 years.
 95% distributing directly and 5% via other channels.

17. Conclusion
 Epigamia will need to expand its variety of products to sustain the ever
growing food market in India.
 Use SEO
 They are present widely on most of the public oriented platforms and are
effectively visible.
 With the rising popularity of the probiotics product, higher level of brand
recall, brand awareness and increased market penetration. Epigamia is well
placed to lead the market of Greek yogurt

18. CAMPAIGN

19. Source
www.epigamia.com
www.nestle.com
www.motherdairy.com
www.socialsamosa.com
www.theindianexpress.com
www.thehindubusinessline.com
www.yourstory.com
Young turks @ 16 (Rohan Mirchandani’s interview) on
CNBC TV18

20. -Soniya Kunal
-Dhruvee Shah
-Shweta Yelpla