Biography of Rohan Mirchandani: Founder & CEO of Epigamia- Entrepreneur
Story of Rohan Mirchandani: From New Jersey to India’s FMCG Revolution
Early Life and Education
Rohan Mirchandani's journey began in New Jersey, where he
was born in 1982. His academic path took him across continents, from NYU
Florence in Italy to NYU’s Stern School of Business in New York, where he
earned a degree in Finance and International Business. During his time in
Florence, Rohan developed a passion for wine, which reflected his curiosity and
love for diverse experiences. His education set the stage for a career that
would blend financial acumen with entrepreneurial spirit.
Professional Beginnings
Rohan’s career started at Standard & Poor’s Corporate
Valuation Group, where he was involved in one of the largest merger and
acquisition transactions in history, working out of Tokyo. This experience
honed his analytical skills and provided a strong foundation in finance. He
later joined his family’s business, the Ross Group, focusing on rebranding
their logistics division. These roles equipped him with valuable business insights
and management skills.
Discovering India
In 2009, Rohan returned to India, initially for a personal
visit. During this trip, he met chef Ganesh Krishnamoorthy, who had started an
ice cream venture called Hokey Pokey as a hobby. Rohan, a self-described
foodie, was intrigued by the concept and decided to invest in it. This investment
marked his first step into the Indian FMCG sector, laying the groundwork for
his future ventures.
A Life-Changing Marketing Course
In December 2011, Rohan attended a marketing course in
Mumbai. There, he met Shripad Nadkarni, former Head of Marketing at Coca Cola
and founder of MarketGate. Shripad’s insights on FMCG strategy and the Indian
consumer market left a significant impression on Rohan. He realized the
potential for building a consumer brand in India and decided to pivot from
finance to entrepreneurship full-time.
Returning to India
By early 2013, Rohan made the bold decision to leave his
life in the U.S. behind and return to India. He was driven by a newfound
passion for building a consumer brand and convinced Ganesh Krishnamoorthy to
join him. Together, they focused on developing Hokey Pokey, an ice cream brand
aimed at capturing the Indian market. This marked the beginning of their entrepreneurial
journey in India.
Challenges with Hokey Pokey
Despite initial success, Rohan and his team faced
significant challenges with Hokey Pokey. They discovered that the ice cream
business was highly seasonal, with demand dropping significantly during the
rainy and winter months. This seasonal fluctuation affected their sales and
highlighted the need for a more stable product offering. The team realized that
ice cream alone could not sustain year-round growth.
The Birth of Epigamia
In response to these challenges, Rohan and his team decided
to diversify their product line. In 2015, they launched Epigamia, a Greek
yogurt brand. The goal was to create a product that could be consumed
year-round and cater to the growing trend of healthier eating in India.
Epigamia’s launch was a strategic move to complement Hokey Pokey and address
the seasonality issue.
Initial Success of Epigamia
Epigamia’s debut was met with impressive success, selling
10,000 cups in its first month. The brand introduced a range of flavors like
mango and strawberry, using natural ingredients sourced locally. This positive
reception was a strong indicator of the market's readiness for a high-quality, health-oriented
yogurt product.
Strategic Shift to Greek Yogurt
As Epigamia continued to gain traction, it became clear that
it had the potential to surpass Hokey Pokey in terms of growth. Rohan and his
team decided to focus exclusively on Epigamia, discontinuing Hokey Pokey’s
retail. This shift allowed them to concentrate their resources and efforts on
scaling Epigamia’s operations and expanding its market presence.
Biography of Rohan Mirchandani: Founder & CEO of Epigamia- Entrepreneur /Startup/Success story of Rohan Mirchandani/story Epigamia/Age/net worth/Life
Expanding Product Range
Epigamia's success led to the introduction of new products,
including Greek yogurt smoothies, lactose-free curd variants, and a plant-based
range. The brand's commitment to innovation and health-conscious products
resonated with consumers, further solidifying its position in the market. This
diversification helped Epigamia cater to a broader audience and address
different dietary needs.
Securing Funding
In 2016, Epigamia secured Series A funding of $6.6 million
from DSG Consumer Partners and Verlinvest. This financial boost was crucial for
scaling operations and expanding the brand’s reach. The involvement of
high-profile investors, including Bollywood actress Deepika Padukone through KA
Enterprises, added significant credibility and support to the brand.
The Success Formula
Epigamia's success can be attributed to its innovative
approach and ability to adapt to market demands. The brand continuously pushes
boundaries by offering contemporary versions of traditional foods. With 14,000
offline stores in over 30 cities, Epigamia aims to increase its presence to
35,000 stores in 50 cities within the next two years. The brand also leverages
e-commerce platforms and retail chains to reach a wider audience.
The Evolution of Epigamia
Rohan's approach to entrepreneurship is marked by a
willingness to evolve and adapt. He emphasizes the importance of understanding
market realities and being flexible with business strategies. The transition
from Hokey Pokey to Epigamia exemplifies his ability to recognize and act on
opportunities, leading to the successful establishment of a new product
category.
A Lifelong Love for Food
From a young age, Rohan Mirchandani developed a profound
passion for food. Growing up, he was known for his keen interest in exploring
diverse cuisines and savoring authentic flavors from around the world. This fascination
with food extended beyond mere enjoyment; it became a driving force in his
life. When not delving into culinary delights, Rohan found joy in playing
basketball with his two sons and immersing himself in books about world
history, reflecting his well-rounded interests and dedication to his family.
Navigating the Entrepreneur-to-CEO Transition
Transitioning from an entrepreneur to a CEO posed its own
set of challenges for Rohan. Initially, as an entrepreneur, he was accustomed
to being deeply involved in every aspect of the business, handling tasks
personally and getting his hands dirty. However, as Epigamia grew, he
recognized the need to shift focus towards leadership and strategic planning.
This meant learning to delegate effectively and trust the expertise of others while
adapting to a more strategic role.
Mastering the Supply Chain
One of the crucial lessons Rohan learned early on was the
importance of managing the supply chain effectively. With a product like Greek
yogurt having a limited shelf life, ensuring its quality and availability
required meticulous attention to inventory control and cold chain management.
Rohan’s realization that investing in these areas was vital for success led to
significant improvements in Epigamia’s operations, showcasing his commitment to
maintaining high standards.
Building a Strong Team
As Epigamia expanded, Rohan understood the importance of
bringing in skilled professionals to drive the company’s growth. He surrounded
himself with experts like Pankaj from Johnson & Johnson and Raymond Senta,
who brought invaluable experience and knowledge. By recognizing the strengths
of these team members and focusing on leadership rather than micromanaging,
Rohan fostered a collaborative environment that supported the company’s
evolution.
Guiding Principles for Success
Rohan’s journey is guided by a few core principles that have
shaped his approach to business and life. One significant lesson he learned is
the necessity of full commitment. He believes that being partially invested in
a venture only leads to mediocrity and failure. His philosophy is to dive in
completely or not at all, ensuring that efforts are focused and effective. This
principle drives his decision-making and emphasizes the importance of
dedicating time and resources to achieve meaningful results.
Insights and Philosophy
Rohan reflects on his entrepreneurial journey with a focus
on the philosophical aspects of business. He highlights the importance of being
fully committed to a venture and making decisions based on market realities
rather than emotional attachments. His experience underscores the value of
intellectual honesty and the need to pivot when necessary.
Future Plans and Vision
Looking ahead, Epigamia plans to expand further into tier-2
and tier-3 cities in India. The company is also exploring opportunities in
international markets, including the Middle East and Southeast Asia. With
ongoing research and development, Epigamia aims to continue innovating and
introducing new products, such as ghee and cottage cheese variants.
Legacy and Influence
Rohan Mirchandani’s journey from a finance professional to a
successful entrepreneur in India’s FMCG sector is a testament to his vision and
determination. His story inspires aspiring entrepreneurs and demonstrates the
impact of taking risks, adapting to market needs, and pursuing a passion for
innovation. Rohan’s success with Epigamia highlights the potential for
transformative change in the Indian startup ecosystem.
Timeline of Rohan Mirchandani
1982: Born in New Jersey.
2003: Degree in Finance and International Business from NYU
Stern School of Business.
2009: Returned to India; invested in Hokey Pokey ice cream
venture.
2011: Attended a marketing course in Mumbai; met Shripad
Nadkarni.
2013: Returned to India full-time; focused on developing
Hokey Pokey.
2015: Launched Epigamia, a Greek yogurt brand.
2016: Secured Series A funding of $6.6 million from DSG
Consumer Partners and Verlinvest.
2018: Expanded Epigamia to 14,000 offline stores in over 30
cities.
2020: Planned to increase presence to 35,000 stores in 50
cities and explore international markets.
