M.S. Dhoni joins 7Ink Brews as brand ambassador and shareholder

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7Ink Brews, a young and dynamic food and beverage company based out of Mumbai, founded by Mohit Bhagchandani and co-founded by Adil Mistry and Kunal Patel is launching an exciting new range of artisanal chocolates and beverages (non- alcoholic and alcoholic) under the brand Copter7.

Built around the attributes of champion cricketer, Mahendra Singh Dhoni, and inspired by his signature ‘helicopter shot’, hence the name Copter7. It’s also one of the rare instances of a brand inspired by a champion personali- ty, making this a compelling new launch to look out for.

The first phase will see the brand launch in Mumbai, Pune, Goa and Bangalore. This will be followed by UP, Haryana, Jharkhand, Punjab and Chandigarh over the next few months. The company also has plans to take the brand international, starting with markets like the UAE and Singapore soon. Taking inspiration from the proud call of ‘Make in India’, these products are passionately formulated in India, keeping international tastebuds in mind.

The striking packaging and labelling is another noteworthy feature, inspired by Dhoni’s dif- ferent jerseys and their colours.

As a start-up, the company has already raised over USD7 million, and is further looking to raise close to USD15 million to fuel the brand’s domestic and international expansion plans. This will also include being present in more markets across the country and internationally.

Mohit Bhagchandani, founder and managing director, 7Ink Brews and Copter7, says, “Copter7 embodies the heart and drive of a champion. The most striking quality about Dhoni, among many, is his undying ‘can’t stop, won’t stop’ spirit. We want to offer a range of products that are consistently classic and authentic, and we can’t think of anyone with more appeal than Dhoni.”

“Our focus is to create great brands starting with chocolates and beverages (non-alcoholic and alcoholic), all driven by aspiration, passion, grit, and a winning sprit which sums up the ethos of our brand DNA,” Bhagchandani said.

For the line of artisanal chocolates, 7Ink Brews has teamed up with well-known chocolatier and chef, David Belo of Mysore-based craft chocolate brand Naviluna. Using sustainably- grown cacao sourced from Southern India, these bean-to-bar chocolates are all-organic, veg- an and GMO-free, allowing you to appreciate the qualities of the Indian cacao bean in its full glory.

On offer are bespoke flavours using local ingredients, such as Mosambi Zest, Straw- berry and Coffee, (a dark chocolate variant), mint, as well as mulberry (made with cocoa but- ter/non-vegan). These artisanal chocolate bars will be competitively priced, starting at Rs140.

M.S. Dhoni, brand ambassador and shareholder, said, “When you believe so strongly in the vision of a company, it makes the association that much more meaningful. 7Ink Brews and I share a similar thought process on how exciting brands can be built from inception. Like any sportsperson who works relentlessly to achieve their goals, 7Ink has that ingrained in its DNA too.

“I am truly elated to be a shareholder and brand ambassador for a company like 7Ink Brews. The food and beverage line, Copter7 has great potential and I am excited to be associated with it,” Dhoni said.

Copter7 will be available in modern retail stores, wine shops, pubs, bars and hotels across select states in the country

So, with the summer season well and truly setting in, it’s the perfect time to kick back, relax and sip on crisp, refreshing beverages and indulge in some of the finest craft chocolates the country has to offer.