New Delhi: Wipro Consumer Care on Monday announced its entry into the packaged food and spices segment by acquiring Nirapara, one of the largest selling traditional food brands in Kerala.
The size of the deal was not disclosed by the company. The Wipro Group arm has signed a definitive agreement with Nirapara, a company statement said.
With this acquisition, Wipro Consumer Care joins FMCG firms like Dabur, Emami, Tata Consumer Products Limited and ITC, which are already present in the spices market.
Launched in 1976, Nirapara is known for its blended spices. The brand is a pioneer in manufacturing a variety of spice blends and rice powder used in the preparation of ‘Appam’, ‘Idiyappam’ etc.
“Nirapara is our 13th acquisition and gives us a clear foothold in the spices and ready-to-cook segments,” said Vineet Agarwal, Wipro Consumer Care & Lighting and Executive Director – Wipro Enterprises.
Currently, 63 per cent of Nirapara’s business comes from Kerala, the remaining 8 per cent from India and the remaining 29 per cent from international markets, largely from Gulf Cooperation Council (GCC) countries.
Wipro Consumer Care & Lighting & Executive Director? Wipro Enterprises Anil Chugh said there is a huge opportunity in this sector to shift consumers from unorganized to organized market by offering a blend of authentic, pure and trusted spices.
Wipro Consumer Care & Lighting, a part of Wipro Enterprises, is one of the fastest growing FMCG businesses in India.
The company reported a revenue of Rs 8,630 crore in FY22 and its business includes personal wash products, toiletries, facial care products, wellness products, home care products, electrical wiring equipment, home and commercial lighting and seating solutions. Huh.
It has a strong brand presence with significant market share in India, South East Asia, Middle East and Africa.