By acquiring Nirapara, one of the most successful traditional food brands in Kerala, Wipro Consumer Care has made an announcement regarding its foray into the packaged food and spice market. This announcement was made in New Delhi.
The corporation has stated that it has reached a definitive agreement with the KKR Group, which is based in Kalady and is the owner of the Nirapara band; however, the sum of the deal has not been disclosed.
This is the 13th brand that the Wipro arm has purchased, and the second one from Kerala after ‘Chandrika.’
In 2013, Wipro stated that it had entered into a binding deal with SV products of Kerala to acquire the long-term lease rights of the Ayurvedic soap brand “Chandrika” for usage in India and other SAARC nations. Santoor, Glucovita, Chandrika, Wipro Safewash, and Wipro Garnet are just few of the well-known brands that are included in the expansive portfolio that Wipro Consumer Care offers.
Wipro Consumer Care has joined the ranks of fast-moving consumer goods (FMCG) enterprises with its most recent acquisition of Nirapara, which was established in 1976 and is famous for its spice blends. The company is the industry leader in the production of a wide range of spice mixes and rice powder, both of which are utilised in the preparation of appam, idiyappam, and other similar dishes.
At the moment, 63 percent of Nirapara’s sales come from the state of Kerala, 8 percent from the rest of India, and the remaining 29 percent come from international markets, most of which are countries in the Gulf Cooperation Council (GCC).
Vineet Agarwal, executive director of Wipro enterprises and head of Wipro consumer Care and lighting, stated that the acquisition of Nirapara was the company’s 13th overall and would give them a “clear presence” in the spices and ready-to-cook food market.
Anil Chughsaid, Executive Director of Wipro Enterprises and Wipro Consumer Care and Lighting, said there is a great opportunity in this field for shifting consumers from an unorganised market to an organised market by supplying authentic, pure, and trusted spice mixes.
The company’s total revenue for the fiscal year 22 came in at Rs. 8630 crore, and its products and services include personal wash products, toiletries, facial care products, wellness products, home care products, electric wire devices, domestic and commercial lighting seating solutions, and seating solutions.
In India, Southeast Asia, the Middle East, and Africa, it has a considerable market share across multiple segments, giving it a strong presence in those regions. (With inputs from PTI).
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