VS Mani & Co Partners with Anirudh Ravichander to Expand Market Presence
VS Mani & Co, a renowned South Indian filter coffee and snacks brand, has announced a strategic partnership with “Why This Kolaveri Di” singer Anirudh Ravichander, who joins as a co-founder and brand ambassador. This collaboration is part of the brand’s strategy to strengthen its market presence in Tamil Nadu and Karnataka. Anirudh Ravichander will also hold equity in the company as part of this new role.
VS Mani & Co first gained widespread attention after appearing on Shark Tank and has since attracted investments from notable celebrities such as Sobhita Dhulipala, Rana Daggubati, Ranbir Kapoor, and Disha Patani. The involvement of high-profile figures has significantly contributed to the brand’s recognition and popularity.
Although the company operates in multiple cities, its current focus is on dominating the South Indian market. The decision to bring on Anirudh Ravichander aligns with this goal, leveraging his influence to connect with the local consumer base. The specifics of Ravichander’s deal with the company remain undisclosed.
Expressing his enthusiasm, Anirudh Ravichander stated, “VS Mani & Co is a game-changer for my generation of filter coffee lovers. I wanted to be an active force in their story, not just a consumer. I aim to highlight our South Indian cuisine and filter coffee on a global stage.”
The company’s target demographic is consumers aged 27 to 40, a group more inclined to pay for convenience. Key revenue-generating cities for the brand include Chennai, Bengaluru, Hyderabad, and Mumbai.
“We are thrilled to be partnering with Anirudh as we build 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 founders stated in an official release.
Founded in 2020 by GD Prasad, Yashas Alur, and Rahul Bajaj, VS Mani & Co has raised a total of $1.5 million from investors including Kettleborough VC, Lets Venture, Hyderabad Angels, and Supermorpheus
