VS Mani & Co, renowned for its South Indian filter coffee and delectable snacks, has enlisted the renowned singer of “Why This Kolaveri Di,” Anirudh Ravichander, as its co-founder and brand ambassador. This strategic move is geared towards enhancing its footprint and capturing a larger market share in Tamil Nadu and Karnataka. As part of this collaboration, Ravichander will also be a stakeholder in the company, further solidifying his commitment to its success.
Celebrity Endorsements and Investments
For VS Mani & Co, known for its appearance on Shark Tank, this marks another significant celebrity endorsement. Previously, it has received investments from Sobhita Dhulipala, Rana Daggubati, Ranbir Kapoor, Disha Patani, and more. The brand believes that collaborating with celebrities aids in solidifying its status as a household name.
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Market Focus and Expansion Strategy
Although it operates in several cities, the company’s focus is on penetrating the South Indian market before pursuing extensive expansion in other regions. This rationale elucidates the decision to bring Ravichander on board as a co-founder. However, the company has not disclosed the specifics of the arrangement with Ravichander.
Anirudh Ravichander, music composer and co-founder of VS Mani & Co, expressed, “VS Mani & Co is revolutionizing the world of filter coffee for my generation. I felt compelled to play a more active role in their journey, beyond being just a consumer. Additionally, I aspire to promote our rich South Indian cuisine and exquisite filter coffee to a global audience.”
The company focuses on consumers aged 27 to 40, as this demographic is inclined towards paying for convenience. Chennai, Bengaluru, Hyderabad, and Mumbai rank as the top cities for the company in terms of revenue contribution.
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“We are excited to collaborate with Anirudh as we embark on establishing a premier brand for South Indian filter coffee and snacks. As a prominent figure in the South Indian music industry, he embodies the essence of our food and culture impeccably,” stated the company’s founders.
Established in 2020 by GD Prasad, Yashas Alur, and Rahul Bajaj, VS Mani & Co has secured a cumulative funding of $1.5 million from investors such as Kettleborough VC, Lets Venture, Hyderabad Angels, Supermorpheus, among others.
