‘I am excited to be closely involved’: After turning producer with ‘Chhapaak’, here's Deepika Padukone's latest association

Bollywood actress Deepika Padukone has made an investment in Drum Foods International Pvt Ltd, maker of flavoured yogurt brand Epigamia, as part of a strategic partnership that will also see her endorse brand. 

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investment will be used by firm to expand into new products and enter new cities, company said in a press statement. 

"This investment is an extension of recently closed Series C round of funding led by Verlinvest, a Belgium-based consumer-focused investment firm, Dane Manifesto Ventures, venture investment arm of one of world's leading food and bever companies, and DSG Consumer Partners, an Asia focused VC fund," statement said. 

Launched in June 2015, Epigamia is currently available in 20 stock keeping units (SKUs) under greek yogurt, artisanal curd, snack pack, mishti doi and smoothies. 

 flavoured yogurt brand retails in about 10,000 touch points and aims to scale up to 50,000 outlets in a few years. 

Rohan Mirchandani, Co-Founder, Epigamia said, "We are super excited to welcome Deepika into  Epigamia family as a partner and a shareholder. Deepika's massive reach and appeal with health-conscious youth of India will help brand scale to ar level". 

As part of deal, Padukone will own equity in Drum Foods. 

company, however, declined to share details of her investment. 

Commenting on this new association with brand, Padukone said, "I am thrilled to join  Epigamia family. t only do I love products but also connect very strongly with brand philosophy. team has big plans for expansion, and I am excited to be closely involved as we roll out new products and enter new cities."  
 

investment by Padukone is latest in series of celebrities funding startups and ventures across sectors. Last week, Bollywood actor and producer Suniel Shetty invested in Pune-based fitness and nutrition startup Squats. 

Amitabh Bachchan has invested in local search service platform Just Dial Ltd while Priyanka Chopra has funded networking and dating app Bumble, run by Bumble Trading Inc. 

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Reports suggest that as many as 32 celebrities have invested in 67 startups and or companies. 

'Padmaavat' actress is India's second-most valued celebrity brand after Indian cricket captain Virat Kohli. 

Padukone, who has her own online label - All About You, currently endorses several high-value brands, such as Coca-Cola, Axis Bank, Vistara, Kellogg's, Vogue, Tissot, Van Heusen, Tanishq and Nike.