An Oral History of Rohan Mirchandani: The Visionary Behind Epigamia

In 2022, I had the good fortune to interview Rohan Mirchandani , co-founder and then CEO of epigamia on the Founder Thesis podcast. Rohan was truly a visionary who built what could arguably be India's first healthy D2C brand and is at an ARR of Rs. 250 Cr currently.

This is my tribute to the great man - a distillation of everything I learnt about him in that conversation. (Link to the conversation: https://www.youtube.com/watch?v=bW90CbGA6ik)

Early Life and Inspiration ??

Rohan Mirchandani was born into a family of entrepreneurs, where the values of hard work and resilience were ingrained from a young age. His father emigrated from India to the United States with nothing but ambition, and is the perfect example of the American Dream - building a successful logistics and warehousing business from scratch. Rohan grew up in New Jersey, where he learned the importance of grit and determination through his father's example.

Reflecting on his upbringing, Rohan shared:

"We were taught the value of hard work. Even from the age of twelve, my brother and I were put to work in the warehouse during summers."

This early exposure to the business world laid the groundwork for Rohan's future endeavors. He recognized the sacrifices made by his family and felt a calling to create something meaningful of his own. The entrepreneurial spirit was not just a legacy; it was a fire that burned within him.

Formative Experiences

Rohan's formative years were marked by a blend of education and hands-on experience. His family's business taught him valuable lessons about logistics and operations, while his academic pursuits honed his analytical skills. His time at the Wharton School of Business provided him with a global perspective, yet he remained deeply connected to his Indian roots.

During his college years, he took internships that were far removed from his family's business, seeking to carve his own path. However, the entrepreneurial itch never left him. Rohan reminisced:

"It was never about joining the family business; it was about finding my own way to contribute."

The Leap to Entrepreneurship ??

After completing his education, Rohan took a trip to India that would change the trajectory of his life. Initially, it was a social visit for a relative's wedding, but it evolved into a pivotal moment of inspiration. During this visit, he encountered a group of friends who shared his passion for food and innovation.

One of these friends, a local chef, introduced him to the idea of starting an ice cream parlor. Rohan, fueled by excitement and a desire to create, decided to invest in this venture, despite having no prior experience in the food industry. He remarked:

"We had no business plan, no unit economics, just a shared passion for food."

This venture, while small, ignited Rohan's entrepreneurial spirit and set the stage for his future success.

A Bold Decision

Rohan's decision to pursue entrepreneurship was not without challenges. He faced skepticism from family and friends who questioned his choice to leave a stable career path for an uncertain future in India. However, his resolve only strengthened. He believed in the potential of the Indian market and the opportunity to create a brand that resonated with consumers.

His journey was not just about business; it was deeply personal. Rohan said:

"It's always for yourself. You make your family happy, but at the end of the day, you are the one living your dream."

The Birth of Drums Food International ??

In 2013, Rohan Mirchandani officially launched Drums Food International, the parent company of Epigamia. What started as a small ice cream parlor quickly evolved into a vision for a larger brand that could disrupt the Indian dairy market. The company aimed to tap into the growing trend of health-conscious consumers, and Rohan was determined to make a mark in the competitive FMCG sector.

He emphasized the importance of brand identity, stating:

"Creating a brand that stands the test of time is what drives me. It’s about building something that outlives you."

Challenges in the Ice Cream Business ??

Starting in the ice cream business was not without its hurdles. Rohan faced numerous challenges, from high operational costs to navigating the complexities of the Indian retail landscape. The initial ice cream parlor struggled to turn a profit, and Rohan had to rethink his strategy.

He quickly learned that the economics of running an ice cream parlor were tough. Rohan reflected on this experience:

"You can work as hard as you want, but the economics often favor the landlord."

Learning from Experience

Rohan's hands-on approach allowed him to learn valuable lessons from the ground up. He spent time serving ice cream, engaging with customers, and gathering feedback. This direct interaction helped him understand consumer preferences and the shift towards healthier options.

He realized that the consumer landscape was evolving, and people were increasingly seeking products that aligned with their health goals. Rohan noted:

"There was a fundamental shift towards healthier eating, and we had to adapt to that."

The Launch of Epigamia ??

In 2015, Rohan Mirchandani made a pivotal decision to launch Epigamia, a brand that would redefine the dairy landscape in India. This marked the culmination of his experiences, insights, and the feedback he garnered from his initial foray into the ice cream business. Rohan's vision was not just to create another dairy product but to introduce a healthier, innovative option to the Indian consumer.

With the introduction of Greek yogurt, Rohan aimed to fill a significant gap in the market. He believed that Indian consumers were ready for a nutritious alternative that was rich in protein and low in sugar. He noted:

"Greek yogurt was not just a product; it was a lifestyle choice for many consumers."

The launch was accompanied by a robust marketing strategy that highlighted the health benefits and versatility of Greek yogurt. Rohan's background in food and his passion for quality were evident in every aspect of the product, from sourcing the best ingredients to ensuring that the production processes maintained high standards of hygiene and taste.

Rapid Growth and Scaling Challenges ??

Epigamia experienced rapid growth in its initial years, with revenues skyrocketing from ?6 crores in its first year to approximately ?20 crores the following year. Rohan's innovative approach and the brand's ability to resonate with health-conscious consumers played a crucial role in this surge. He reflected on this period, saying:

"We felt unstoppable; we literally thought we were kings of the world."

However, this rapid growth came with its own set of challenges. As demand surged, the need for efficient logistics and distribution became paramount. Rohan faced the daunting task of scaling operations while maintaining product quality. He recalled:

"It was a hair-pulling experience managing the logistics of a threefold increase in top line."

To cope with these challenges, Rohan and his team had to rethink their strategies, focusing on building a robust cold chain and distribution network. They learned from their experiences in the ice cream business and applied those lessons to ensure that Epigamia's products reached consumers in optimal condition.

Strategic Partnerships and Investments ??

Recognizing the need for expertise and resources to navigate the competitive landscape, Rohan sought strategic partnerships and investments. In 2016, Epigamia raised its Series A funding round, which included notable investors like DSG Consumer Partners and Verlinvest. This funding was crucial not just for financial support but also for gaining access to valuable industry insights.

Rohan understood that collaboration could propel Epigamia to new heights. He often emphasized the importance of partnerships, stating:

"We realized that we could either compete with the big players or collaborate with them to grow."

One of the significant turning points for Epigamia was its partnership with Danone. Initially seen as a competitor, Danone's entry as an investor turned into a collaboration that provided Epigamia with a wealth of resources and knowledge. Rohan described this relationship as:

"A game changer that allowed us to tap into their expertise while maintaining our brand identity."

Looking ahead, Rohan envisioned a future filled with opportunities for Epigamia. With a focus on expanding product lines and reaching untapped markets, he aimed to solidify the brand's presence in India and beyond. Rohan believed that the "Made in India" stamp would gain more traction as consumers began to recognize the quality of Indian products.

He shared his aspirations, saying:

"We have just touched the iceberg; there's so much more to explore in the Indian market."

The strategy for the coming years included diversifying the product portfolio to cater to a broader audience. Rohan expressed his commitment to launching accessible products without compromising on quality:

"We want to offer high-quality products at price points that are accessible to more consumers."

Additionally, Rohan planned to explore international markets, leveraging Danone's global presence. This expansion would not only increase brand visibility but also allow Epigamia to introduce its unique offerings to a wider audience.

Lessons Learned and Advice for Aspiring Entrepreneurs ??

Rohan Mirchandani's journey was filled with invaluable lessons that he often shared with aspiring entrepreneurs. One of the key takeaways he emphasized was the importance of being all in when it comes to entrepreneurship:

"If you're on the fence, don't do it. You have to be all in or all out."

He encouraged young entrepreneurs to embrace challenges and learn from failures. Rohan's experiences taught him that setbacks are part of the journey and should be viewed as opportunities for growth. He advised:

"Don't let the fear of failure hold you back. Every failure is a stepping stone to success."

Rohan also stressed the significance of adaptability in business. He remarked:

"In this ever-changing market, being flexible and open to new ideas is crucial for success."

Lastly, he advised entrepreneurs to build a strong network of mentors and collaborators. Rohan believed that surrounding oneself with knowledgeable individuals could provide invaluable insights and support in navigating the entrepreneurial landscape.

?Check out the full conversation at: https://www.youtube.com/watch?v=bW90CbGA6ik