Wipro Consumer Care Ventures acquires Kerala spices brand Nirapara
With this acquisition, Wipro Consumer Care joins FMCG firms such as Dabur India, Emami, Tata Consumer Products Ltd, and ITC, which are present in the spices market.
has ventured into the packaged food and spice segment by acquiring Nirapara, a traditional food brand from Kerala.
The deal size was not disclosed by the company.
The Wipro group arm has signed a "definitive agreement" with Nirapara, the company said in a statement.
"Nirapara is our 13th acquisition and gives us a clear foothold in the spices and read-to-cook segment," said Vineet Agarwal, CEO, Wipro Consumer Care and Lighting, and Executive Director, Wipro Enterprises.
With this acquisition, Wipro Consumer Care joins FMCG firms such as , Emami, Tata Consumer Products Ltd, and ITC, which operate in the spices segment.
Launched in 1976, Nirapara is known for blended spices. The brand produces spice mixes and rice powder that's used in making dishes such as appam and idiyappam.
About 63% of Nirapara's business comes from Kerala, 8% from the rest of India, and the remaining 29% from international markets, especially the Gulf Cooperation Council (GCC) countries, said the statement.
Anil Chugh, Chief Executive, Wipro Consumer Care and Lighting, and Executive Director, Wipro Enterprises, said there is a huge opportunity to shift consumers from the unorganised segment to the organised market by offering "authentic", "pure" and "trusted" spice mixes.
Wipro Consumer Care and Lighting, a part of Wipro Enterprises, recorded a revenue of Rs 8,630 crore in FY22. Its business includes personal wash products, toiletries, facial care products, wellness products, home care products, electrical wire devices, domestic and commercial lighting, and seating solutions. It is present in the markets of India, Southeast Asia, Middle East, and Africa.
Edited by Swetha Kannan
