'Jawan' music composer Anirudh Ravichander joins coffee & snack startup backed by Ranbir Kapoor, Disha Patani

Bengaluru-based FMCG company VS Mani & Co. is a South Indian filter coffee and snacks brand which was also seen on business reality show Shark Tank India.

In March this year, GD Prasad grabbed eyeballs for making a unique pitch to the railway minister. Founder of coffee brand VS Mani & Co, he urged the Indian Railway to include South Indian brands aboard the Vande Bharat Express trains in the region. Additionally, he volunteered to provide South Indian snacks and filter coffee from his own brand.

In a new update, VS Mani & Co has roped in music composer and singer Anirudh Ravishankar as its co-founder and brand ambassador with an aim to expand its presence and market share in Tamil Nadu and Karnataka.Ravichander will also hold some equity in the company.

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South Indian startup brand VS Mani & co is backed by celebs like Ranbir Kapoor, Disha Patani and Rana Daggubati

VS Mani & Co has raised funding from Sobhita Dhulipala, Rana Daggubati, Ranbir Kapoor, Disha Patani, and various other celebrities. The company views partnering with celebrities as a strategy to enhance its brand recognition among the general public.

Although it operates in several cities, the company aims to establish a strong presence in the South Indian market before pursuing extensive expansion into other cities. This rationale underlies the decision to appoint Ravichander as a co-founder. However, the specifics of the arrangement with Ravichander were not disclosed by the company.

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¡°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,¡± Anirudh Ravichander, music composer and co-founder of VS Mani & Co said.

The company focuses on consumers aged 27 to 40 years, recognizing this demographic's propensity to prioritize convenience and willingness to pay for it. Among its top-performing cities in terms of revenue share are Chennai, Bengaluru, Hyderabad, and Mumbai.

¡°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¡ªwho better than him to represent our food and culture in all its glory,¡± the company¡¯s founders said in a statement.

Who is Anirudh Ravichander?

This 32-year-old musical prodigy is primarily active in the Tamil film industry, where he serves as a composer, music producer, and singer. Anirudh made his Bollywood debut alongside south star Nayanthara with the film "Jawan." Born on October 16, 1990, he graduated from Loyola College in Chennai and further honed his skills in piano at the Trinity College of Music in London. Anirudh is the nephew of superstar Rajinikanth and the son of actor Ravi Raghavendra.

His entry into the industry began with his cousin Aishwarya R Dhanush's directorial debut, "3," where he debuted as a music composer. One of his notable creations, the viral sensation "Why This Kolaveri Di," originated from this film and quickly gained widespread popularity after its unexpected leak, amassing over 400 million views on YouTube.

About VS Mani & Co

VS Mani & Co. is an FMCG company based in Bengaluru, specializing in authentic South Indian filter coffee and snacks. Founded by GD Prasad in 2020, the venture pays homage to his fond memories of growing up in a loving South Indian household. In 2021, Yashas Alur and Rahul Bajaj, both former Denstu Webchutney colleagues, joined as Co-founders, focusing on operations and brand expansion as it gained traction. The company's product range currently includes their immensely popular filter coffee blends and a variety of South Indian snacks. These products are available on their website www.vsmani.com, various online marketplaces, quick commerce platforms, and in approximately 1000 retail stores across Bangalore, Chennai, Pondicherry, Coimbatore, Salem, and other parts of Tamil Nadu.