Wipro Consumer Care is set to buy food brand Brahmans

Bengaluru-based Wipro Consumer, known for its popular brands such as Santoor soap and Yardley talc, is expanding its presence in the packaged food business with the acquisition of Nirapara and Brahmans. It aims to strengthen its position in the market and expand beyond its traditional home and personal care offerings.

Indian packaged food market, which is worth approx. 5 trillion, is experiencing a shift as middle class households switch from non-branded to branded food items. This trend has prompted many large companies to diversify their product range and expand their offerings in the packaged food sector.

Brahmin, established in 1987, sells Ethnic Breakfast Pre-mix Powder, Masala Mix, Masala Powder, Pickle, Sweet Mix, Wheat Products and other packaged food items. Its flagship Sambar Powder and Puttu Podi enjoy leadership in its domestic market.

The company’s products are available in metro cities in Kerala, rest of India and overseas markets including GCC countries, US, UK and Australia.

In December, Wipro Consumer Care acquired KKR Group-owned Nirapara, allowing the home goods maker to enter the packaged snacks, condiments and ready-to-cook food market.

“We entered the food category with our first acquisition of Nirapara, and within six months, we are delighted to share our latest acquisition of Brahmanas,” said Vineet Agarwal, CEO of Wipro Consumer Care & Lighting and Managing Director of Wipro Enterprises. Said, Brahman is a strong heritage brand in Kerala, leading the spices and ready-to-cook category.

This is the company’s 14th acquisition overall. Wipro Consumer had earlier acquired energy drink brand Glucovita and personal care brand Yardley.

Apart from the acquisition, the company is also planning to launch its own packaged food brand in future. “In fact, we are setting up our R&D lab in Bengaluru, and working to launch our own brand in the next nine months. Our initial plans were to grow our food business organically. Since Nirapara And these two deals with Brahmins came our way, so we decided to take them because they’re great brands.” Agarwal said.

Anil Chugh, president, food business, Wipro Consumer Care, said Wipro is witnessing unprecedented expansion of its food business. Spices and ready to cook are large categories which are set to grow significantly. Chugh said the deal will further strengthen the company’s position in the mixed condiments and ethnic snack (puttu podi, appam and other rice products) categories in Kerala and other markets such as GCC countries, UK, US and Australia.

In FY23, Wipro Consumer Care records sales 10,000 crore with 51% of sales generated from overseas operations. Sales of its flagship Santoor brand remain high 2,650 crore, and its women’s cosmetics brand Enchanteur surpassed 1,000 crores in the year.

Kochi-based investment banking firm Kafco Backwater provided advisory services to the Brahmins on their acquisition by Wipro Consumer Care.