Singer Anirudh Ravichander joins South Indian startup VS Mani & Co as co-founder

(From L-R) Rahul Bajaj, Anirudh Ravichander, GD Prasad & Yashas Alur, founders of VS Mani & Co

VS Mani & Co, a South Indian filter coffee and snacks brand, has roped in Why This Kolaveri Di singer Anirudh Ravichander as its co-founder and brand ambassador as it aims to expand presence and grow market share in Tamil Nadu and Karnataka. With the development, Ravichander will also hold some equity in the company.

For VS Mani & Co, which had gained popularity after it appeared on Shark Tank, this is yet another celebrity endorsement. In the past it has raised money from Sobhita Dhulipala, Rana Daggubati, Ranbir Kapoor, Disha Patani and others. The move to partner with celebrities helps the brand become a household name, according to the company.

While it is present in multiple cities, the company wants to crack the South Indian market before expanding on a large scale in other cities, which explains the move to onboard Ravichander as a co-founder. The company did not shed light on the deal structure with Ravichander.

“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 targets consumers aged between 27 and 40 years as this cohort is more likely to pay for convenience. Chennai, Bengaluru, Hyderabad and Mumbai are the top cities for the company in terms of revenue share.

“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—who better than him to represent our food and culture in all its glory,” the company’s founders said in a prepared statement.

Founded by GD Prasad, Yashas Alur and Rahul Bajaj in 202o, VS Mani & Co has raised a total of $1.5 million from Kettleborough VC, Lets Venture, Hyderabad Angels, Supermorpheus, and others.