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‘Why This Kolaveri Di’ Composer Anirudh Ravichander Joins V S Mani & Co. As Co-founder & Brand Ambassador

One of South India's leading filter coffee and snacks brand- V S Mani & Co. has onboarded Music Composer Anirudh Ravichander as its Co-founder and Brand Ambassador. As part of the collaboration, the company will leverage his social media reach and concerts to build brand awareness and long term relationships with the trade especially in its core markets- Tamil Nadu and Karnataka.

| Published on June 12, 2024

‘Why This Kolaveri Di’ Composer Anirudh Ravichander Joins V S Mani & Co. As Co-founder & Brand Ambassador

V S Mani & Co., a leading South Indian filter coffee and snacks brand, has roped in music composer Anirudh Ravichander as its Co-founder and brand ambassador.

Ravichander, who is also Thalaivar Rajnikanth’s nephew, became a national sensation after composing the viral song- ‘Why This Kolaveri Di’ over a decade back and since then has continued to compose multiple mega-hits across Tamil, Telugu and Hindi movies including Jawan and Jailer.

Established in 2020, VS Mani & Co. is backed by popular celebrity investors like Shaadi.com’s Anupam Mittal, Sobhita Dhulipala, Rana Daggubati, Ranbir Kapoor, Disha Patani and Huma Qureshi amongst others and rose to fame when it appeared on Shark Tank Season 2 last year.

So far, it has already raised a total of $1.5 million- including a $900K pre-series A round led by Kettleborough VC, with participation from Lets Venture, Hyderabad Angels, Supermorpheus, and others.

That being said, the company for its first three years has been servicing customers through its own website and marketplaces and has now rapidly entered over 1000 retail stores across Bengaluru and Chennai over the last six months.

With an exponential growth of 400 percent in the past one year, V S Mani intends to continue expanding its product portfolio to become a household name in the South and increase its penetration across towns in Tamil Nadu.

With this collaboration with Ravichander in place, VS Mani & Co. is likely to strengthen its brand presence across regions and drive further revenue growth by not only leveraging his social media reach and concerts to build brand awareness among its consumers, but also to build long term relationships with the trade and send a strong message of commitment to its core market of Tamil Nadu and Karnataka.

Commenting on the move, Ravichander, Co-founder and Brand Ambassador, V S Mani & Co., said, “I am a hard-core filter coffee lover. My family and I grew up with it and I still enjoy my cuppa everyday. But when I tried VS Mani’s Easy Filter Coffee, I was floored! Just like the homemade, mom-made coffee I grew up with, but ready in seconds. This is a game-changer for my generation of filter coffee lovers. I also tried their delicious snacks and that clinched it—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.”

To this, G D Prasad, Founder, VS Mani & Co. and Co-founders- Rahul Bajaj and Yashas Alur, added, “We are thrilled to be partnering with Anirudh as we set about building a destination brand for South Indian filter coffee & 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!”

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