Wipro Consumer Care announced its entry into the packaged food and spice segment today with the acquisition of Nirapara, one of Kerala’s best-selling traditional food brands.
The size of the transaction was not disclosed by the company. According to a company statement, the Wipro group arm has signed a definitive agreement with Nirapara.
Wipro Consumer Care joins FMCG companies such as Dabur, Emami, Tata Consumer Products Ltd, and ITC in the spices market with this acquisition.
Nirapara, founded in 1976, is well-known for its spice blends. The brand is a market leader in the production of spice mixes and rice powder used in the preparation of ‘appam,’ ‘idiyappam,’ and other dishes.
“Nirapara is our 13th acquisition and gives us a clear foothold in the spices and read-to-cook segment,” Wipro Consumer Care and Lighting and Executive Director – Wipro Enterprises Vineet Agarwal said.
Currently, 63% of Nirapara’s business comes from Kerala, 8% from the rest of India, and the remaining 29% from international markets, primarily the Gulf Cooperation Council (GCC) countries.
Anil Chugh, Executive Director – Wipro Enterprises and Wipro Consumer Care and Lighting, stated that there is a huge opportunity in this space for shifting consumers from an unorganised to an organised market by offering authentic, pure, and trusted spice mixes.
Wipro Consumer Care and Lighting, a division of Wipro Enterprises, is one of India’s fastest growing FMCG companies.
In FY22, the company earned Rs. 8,630 crore in revenue from its personal wash products, toiletries, facial care products, wellness products, home care products, electrical wire devices, domestic and commercial lighting, and seating solutions.
It has a strong brand presence and a sizable market share in India, Southeast Asia, the Middle East, and Africa.
