Rohan Mirchandani - The Initial Days Were about Canvassing a Large Number of Retail Stores to Convince Them to Stock Epigamia (CEO & Co-Founder, Epigamia)

 

Voice is becoming a convenient way to transact, communicate and also consume entertainment and technology and AI is clearly catching up and reducing friction!

Tell us about your background, journey & story.

Before moving to India, I led a career in the finance sector with S&P's Corporate Valuation Group (now a division of Duff & Phelps Investment Bank) in Tokyo working on one of the largest M&A transactions in history. Later on, I joined my family owned company, the Ross Group, with a focus on re-branding the logistics business and supply chain based solutions.

I have a Bachelor's degree in Finance and International Business from NYU's Stern School of Business and an MBA from the Wharton School, University of Pennsylvania.

While at business school, I took a class held in Mumbai on Marketing to the Indian Consumer. One of the guest speakers, formerly the head of marketing at a large FMCG company, spoke on the notion of brand building in India and how the FMCG sector only had a handful of mainly multinational brands that dominated. He mentioned that the next 15-20 years in India would see local brands get created, thanks to the changing consumption patterns and social media means to reach consumers. This was a Eureka moment for me. I knew what I wanted to do: build a brand that would stand the test of time.

What are some of the biggest challenges & failures you have faced in your career?

The initial days were about canvassing a large number of retail stores to convince them to stock Epigamia. While the pitch to retailers was clear and convincing about a healthy, fresh food option with no preservatives, the stricter task was to manage the short shelf-life due to the same reason. The existing distributors were not equipped to handle a product with just 15 days shelf life from manufacturing to shelves to consumption. This inefficiency, along with limited refrigerator space, made distribution quite a challenge for Epigamia.

All of this together led to the inception of Epigamia's very own cold chain distribution capabilities, which took up a significant chunk of resources in the beginning.

What are some of the factors that made you successful?

In my line of work, it is essential to adapt fast. In the face of 'catastrophic' market environments, speed takes on another meaning.  If things work out, we receive accolades, but when situations take a turn for the worse, we also have to bear the brunt. Either way, we are accountable. Especially when facing a precarious market where there is significant uncertainty about the future of consumer products, the only choice is to stay armed and cross the bridge when it comes.

As an entrepreneur, for better or for worse, it is almost second nature to me to inculcate flexibility in approach as a way to adapt to unpredictable business environments. All of this while still struggling to keep the dream alive.

Marketing has changed a lot over the decade, what do you think will be the future of marketing?

While the role of marketing, which is identifying whitespaces or consumer needs, make products accordingly and create compelling stimulus to drive awareness and conversion remains the same, the lay of the land has changed. With restless consumers seeking new categories and spaces, to increased competition and subsequent barriers to entry being challenged with digital, marketing needs to move from core consumer to multiple cohort of users and build products and communication accordingly. This will require marketing to be quick, agile, take risk and add new dimension/skill sets like behaviorial science!

Voice has been heralded as the biggest growth lever of the decade for Ecommerce. What are your thoughts about it?

Very bullish about this. Clearly a trend. Voice is becoming a convenient way to transact, communicate and also consume entertainment and technology and AI is clearly catching up and reducing friction!

What is the most important skill set required for someone who wants to rise in their career?

​​You have to be open-minded and can be quick on your feet. Change what is not working. Don't dwell on the issues. It's all about finding solutions and finding them efficiently.  The goal would be to not focus on time lost but rather "time diverted and back on course." Time is very precious!

What does your typical day look like?

I've typically had an active lifestyle: alternating between home and work fronts. I'm an avid fan of the NFL (American football) and the NBA (Basketball) associations. I also love playing basketball when I can. Hobbies help me unwind and act as a form of meditation which allows me to clear my mind and get back to work with a fresh perspective.

Which is your favourite book & why?

Buyology. It's a fascinating journey into the mind of today's consumer, highlighting what influences their decisions in today's message cluttered world. 

Rohan Mirchandani, CEO & Co-Founder, Epigamia:

Rohan’s primary role is to lead the company’s overall business development to create a unique program/proposition that will outline the next big influx in the FMCG space. He is the quintessential blend of East & West. He enjoys the colour and opportunity his native India presents but at the same time brings in a growth outlook that is truly western. 

Rohan’s formative years have been spent in New York and he carries the energy of the city everywhere he goes. Before entering the FMCG space, he enjoyed a career in finance with S&P's Corporate Valuation Group (now a division of Duff & Phelps Investment Bank). As part of that stint he also spent time in Tokyo working on one of the largest M&A transactions in history. 

A Bachelor's degree in Finance and International Business from NYU's Stern School of Business and an MBA from Wharton, he leads Epigamia with passion for food and health and a culture of collaboration and customer obsession.