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Anirudh Ravichander Joins VS Mani & Co as Co-founder and Brand Ambassador

• ByStartupStory     |    June 13, 2024

VS Mani & Co, a renowned South Indian filter coffee and snacks brand, has announced the onboarding of popular singer and music composer Anirudh Ravichander as its co-founder and brand ambassador. This strategic move aims to enhance the brand’s presence and expand its market share in Tamil Nadu and Karnataka. As part of this development, Ravichander will also acquire equity in the company.

VS Mani & Co gained widespread popularity after its appearance on Shark Tank and has since attracted investments from several celebrities, including Sobhita Dhulipala, Rana Daggubati, Ranbir Kapoor, and Disha Patani. The company believes that celebrity endorsements play a crucial role in transforming it into a household name.

Currently operational in multiple cities, VS Mani & Co aims to solidify its position in the South Indian market before undertaking large-scale expansion in other regions. This objective underscores the decision to bring Anirudh Ravichander on board as a co-founder. The specifics of the deal between the company and Ravichander remain undisclosed.

“VS Mani & Co is a game-changer for my generation of filter coffee lovers. I decided that I wanted to be an active force in their story, not just a consumer. And while I’m at it, I want to do my bit to shine the light on our South Indian cuisine and filter coffee for the world to see,” said Anirudh Ravichander, expressing his enthusiasm for the collaboration.

The company targets consumers aged between 27 and 40 years, a demographic that tends to prioritize convenience. Chennai, Bengaluru, Hyderabad, and Mumbai are the top revenue-generating cities for the brand.

“We are thrilled to be partnering with Anirudh as we set about building a destination brand for South Indian filter coffee and snacks. He is the big, beating heart of the South Indian music industry—who better than him to represent our food and culture in all its glory,” the company’s founders stated in a prepared statement.

Founded in 2020 by GD Prasad, Yashas Alur, and Rahul Bajaj, VS Mani & Co has raised a total of $1.5 million from Kettleborough VC, Lets Venture, Hyderabad Angels, Supermorpheus, and other investors. The brand continues to strengthen its position in the market, leveraging celebrity partnerships to promote South Indian cuisine and filter coffee on a global stage.

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