Bollywood actress Deepika Padukone has joined the bandwagon of investor-celebrities and has gone ahead and invested in Drum Foods International Pvt. Ltd, the maker of flavoured yogurt brand Epigamia, as part of a strategic partnership that will also see her endorse the brand.
The investment has been made through KA Enterprises Llp, Padukone’s strategic initiative arm.
“Her (Padukone’s) involvement will accelerate the pace of reach for our products,” said Rohan Mirchandani, co-founder, Drum Foods. As part of the deal, Padukone will own equity in Drum Foods. The company, however, declined to share the details of her investment.
Epigamia is also looking to expand its products portfolio. “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,” Mirchandani said, adding that Padukone may feature in its advertisements by the end of the calendar year.
Over the next two years, the company plans to ramp up distribution to 50,000 outlets across more than 25 cities. Padukone’s involvement will accelerate that pace, Mirchandani said.