VS Mani & Co.: Reviving South Indian Coffee and Snacks

Founded in 2020 by GD Prasad, VS Mani & Co. is more than just a brand—it’s a tribute to South Indian heritage, inspired by the comforting flavors of authentic filter coffee. Named after Prasad’s grandfather, V Subramaniam (‘Mani’), the brand blends tradition with modern aspirations to deliver premium coffee and snacks.

Building a Legacy of Authenticity

Prasad’s advertising background with brands like Swiggy and IKEA fueled his vision to create a destination brand for South Indian delicacies. Identifying a gap in the market, he set out to craft a Haldiram’s equivalent for South Indian snacks and beverages.

“We wanted to bring South Indian culture to the forefront—a brand that captures the soul of filter coffee and snacks,” Prasad shared.

Product Evolution: From Coffee to Snacks

Starting with filter coffee, the brand expanded its portfolio in 2022 to include banana chips, murukku, and peanut chikki, emphasizing the 4:00 PM snack culture. Today, it boasts three coffee SKUs and five snack variants, with potato chips leading sales.

“Our focus is on maintaining a tight and impactful portfolio, ensuring each product contributes significantly to growth,” said Prasad.

Shark Tank and Retail Growth

Appearing on Shark Tank India Season 2 in January 2023 gave the brand exposure in markets like Bengaluru, Mumbai, and Delhi NCR. Although a deal wasn’t finalized, the platform bolstered brand visibility.

VS Mani & Co. now operates in over 1,000 retail stores across Bengaluru, Chennai, and Pondicherry. Partnerships with Reliance, Dmart, and Amazon, alongside Quick Commerce platforms, further extend its reach.

“Visibility in stores is easy; ensuring customers pick products off the shelves is the real challenge,” Prasad noted.

Celebrity Partnership with Anirudh Ravichander

Adding star power, musician Anirudh Ravichander joined as co-founder and brand ambassador. Known for his South Indian roots and global appeal, Anirudh strengthens the brand’s connection with its 25–40-year-old target audience.

“Anirudh embodies our essence of authenticity and modernity,” Prasad said.

Growth Trajectory and Future Goals

From an initial annual revenue of Rs 15 lakh in 2020 to a 10x growth, VS Mani & Co. is on track to achieve a Rs 50 crore ARR. Backed by $1.5 million in funding, the company plans to expand its snack and coffee range, introduce coffee kiosks, and explore B2B opportunities.

“We’re building step-by-step, guided by market learnings and a focus on preserving our authentic South Indian identity,” Prasad emphasized.

Preserving Essence While Expanding

The brand’s unwavering commitment to authenticity ensures that its South Indian roots remain intact across all touchpoints, from packaging to recipes.

“Our mission is to be the go-to brand for South Indian flavors, bringing nostalgia and quality into every home,” Prasad concluded.