Wipro Consumer Care and Lighting announced a definitive agreement with Nirapara, one of the largest-selling traditional food brand in Kerala. This acquisition comes after Wipro’s announcement of its foray into the food business in India and its aspirations to become a significant player in the snack food, spices, and ready-to-cook market.
To curate a comprehensive portfolio in the FMCG space in India, Wipro Consumer has joined hands with Nirapara to produce an extensive range of food products, starting with spices and ready-to-cook products, synonymous with excellent quality food for consumers. Nirapara was launched in 1976 and is known for its blended spices especially Sambar Powder and Chicken Masala. It is also known for its ready to cook-Puttu Podi – a must in all Kerala houses.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting, and executive director, Wipro Enterprises, commented on the acquisition, “Nirapara is our 13th acquisition and gives us a clear foothold in the spices and read-to-cook segment. We are excited to enter a large segment which is expected to grow rapidly. Sixty-three per cent of business comes from Kerala, 8% from rest of India and 29% from international markets – largely GCC countries.”
Anil Chugh, president, food business, Wipro Consumer Care and Lighting, commented on the acquisition, stating, “We recognise that spices are core to Indian cooking and the mix changes from region to region with strong regional preferences. There is a huge opportunity in this space for shifting consumers from unorganised to organised market by offering authentic, pure and trusted spice mixes. We thus want to cater to the dynamic needs and provide an authentic selection that suits the varied Indian taste, packed under extremely hygienic conditions.”
He added, “Ready-to-cook (RTC) category is an exciting space and one can give a lot of exciting offerings to Indian consumer suiting the regional taste preferences. Our strong understanding of the consumer and market, coupled with our robust distribution network will help grow this segment multifold.”
Nirapara is a brand owned by KKR Group of Companies from Ernakulam, Kerala. Launched in 1976, it is a strong heritage brand with a legacy of 46 years. The company operates in daily consumption categories with a strong brand in Kerala for spices and ready-to-cook instant mixes.
Nirapara is a market leader in instant mixes and rice in GCC countries. A majority of Nirapara’s portfolio consists of products that are beloved and consumed daily in Kerala houses. The brand leads in producing a large variety of spice mixes, and rice powder used to make Appam, Idiyappam, Puttu, Dosa, Idli, and more.
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