Wipro Consumer Care Ventures buys Kerala-based spices brand Nirapara
- ByStartupStory | December 20, 2022
Wipro Consumer Care on Monday announced its entry into the packaged food and spice segment by acquiring Nirapara, one of the largest-selling traditional food brands in Kerala. Presently, Nirapara’s 63 per cent business comes from Kerala, 8 per cent from rest of India and the remaining 29 per cent from international markets, largely Gulf Cooperation Council (GCC) countries.
After the acquisition the deal size was not disclosed by the company. The Wipro group arm has signed a definitive agreement with Nirapara,a company statement said.
Wipro Consumer Care and Lighting and Executive Director – Wipro Enterprises Vineet Agarwarl stated “Nirapara is our 13th acquisition and gives us a clear foothold in the spices and ready to cook segment”. With this acquisition, Wipro Consumer Care joins FMCG firms such as Dabur, Emami, Tata Consumer Products Ltd and ITC, which are already present in the spices market.
Wipro Consumer Care and Lighting, a part of Wipro Enterprises, is among the fastest growing FMCG businesses in India. Anil Chugh, Wipro Consumer Care and Lighting and Executive Director- Wipro Enterprises said there is a huge opportunity in this space for shifting consumers from unorganized to organized markets by offering authentic, pure and trusted spice mixes.
Launched in 1976, Nirapara is known for its blended spices. The brand leads in producing a large variety of spice mixes, and rice powder used in making ‘appam’ , ‘idiyappam’, etc. It has a strong brand presence with significant market share across segments in India, Southeast Asia, the Middle East and Africa. The company also recorded a revenue of RS 8630 in FY22 and 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.
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