Akshata Sharma
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Anirudh Ravichander, the 'Jawan' and 'Leo' films' music composer, has joined the filter coffee startup VS Mani & Co. as co-founder and brand ambassador.
The startup aims to reach younger consumers in South India through social media and music concerts.
VS Mani & Co. positions itself as a South Indian filter coffee and snack brand and has raised $1.5 million in two rounds.
The company targets customers in the 27 to 40 age group who are time-strapped and need more time for brewing.
The startup, founded by GD Prasad, Yashas Alur, and Rahul Bajaj, aims to become 'the Haldirams of South Indian coffee and snacks.'
It garners 60% of its sales from online channels like Amazon, Zepto, and Blinkit, and the rest from physical stores.
Recently, it entered 1,000 retail stores in Tamil Nadu and Karnataka and plans to expand further.
The Series A round for Bengaluru-based VS Mani & Co. was led by Kettleborough VC, with participation from Lets Venture, Hyderabad Angels, and Supermorpheus.
It also has backing from celebrity investors like Rana Daggubati, Ranbir Kapoor, Huma Qureshi, and others.
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