Bangalore: Wipro Consumer Care and Lighting announced the execution of a definitive agreement to acquire Brahmins, a traditional vegetarian spice mix and ready-to-cook brand located in Kerala. Followed by its recent acquisition of Nirapara, the company is looking at becoming a sizable player in the packaged foods segment.
To expand and further consolidate its spices, breakfast and Ready to Cook category, Wipro has taken the route towards adding Brahmins, a homegrown legacy brand in Kerala, into its growing Food Business. Established in 1987, Brahmins is one of the most preferred brands in its home market (Kerala), with ethnic breakfast pre-mix powders, spice mixes, straight powders (spices), wheat products such as – pickles, dessert mixes, and others. The premium flagship products are Sambar Powder and Puttu Podi, which enjoy market leadership positions.
Commenting on the acquisition, Vineet Agrawal, CEO of Wipro Consumer Care and Lighting and Managing Director of Wipro Enterprises, said, “We entered the Food category with our first acquisition of Nirapara and within six months, we are happy to share our latest acquisition of Brahmins. In Kerala, Brahmins is a strong heritage brand leading the spice and ready-to-cook category with a significant consumer recall. I am particularly impressed by the highly competent and dedicated team. The high-quality standards adopted by Brahmins have played a key role in making it one of the most significant players in the market. We intend to make this, our 14th acquisition, as successful as our previous ones”.
Sreenath Vishnu, MD, Brahmins, said, “I am elated that Brahmins is now a part of Wipro Consumer Care Foods Business. This will enable access to resources that will help the brand grow rapidly. We are jointly focused on developing the brand supported by local consumer insights as well as streamlining manufacturing. We are confident that with Wipro’s distribution strength, network, and marketing expertise, we will significantly expand our geographical presence and scale Brahmins to newer heights.”
Anil Chugh, President of Foods Business, Wipro Consumer Care, commented on the acquisition, stating, “This is an exciting time for us at Wipro, as we witness the unprecedented expansion of our Foods Business. Spices and Ready-to-cook (RTC) are big categories that are poised to grow significantly. Adding Brahmins under the Wipro fold will further bolster our position in blended spices and ethnic breakfast (Puttu-podi, Appams and other Rice products) categories in Kerala and other markets such as the GCC countries, UK, US & Australia.”
Brahmins were guided by its passion for good, healthy, vegetarian food. As a family-owned business, the company experimented with exotic Indian spices, pickles and packaged breakfast, and today it is the trusted brand in kitchens across India and abroad.
This acquisition, which will be our 14th so far for Wipro Consumer Care and Lighting and will be a mutually beneficial partnership that will accelerate the expansion of the Brahmins’ portfolio on the one hand and embolden Wipro’s foundation into the food business. Kochi-based investment banking firm KAFCO BACKWATER advised Brahmins on this transaction.
About Wipro Consumer Care and Lighting
Wipro Consumer Care and Lighting, a part of Wipro Enterprises, is among the fastest-growing FMCG businesses in India. Wipro Consumer Care’s business includes personal wash products, toiletries, facial care products, home care products, electrical wire devices, Domestic and Commercial Lighting and seating solutions. With 51% of its revenue coming from international businesses, 10,000+ employees and 54% women employees globally, it has a strong brand presence with significant market share across segments in India, Southeast Asia, and the Middle East.
For more information, visit www.wiproconsumercare.com
About Brahmins
Established in 1987 by Mr. Vishnu Namboothiri, the family-owned Brahmins offers a range of packaged breakfast and spice mix products which are strictly based on the concept of vegetarianism. The Company offers 100+ SKUs across Kerala, metro cities in the rest of India, and in overseas markets, including the GCC Countries, the USA, the UK, and Australia. Brahmins is among the most preferred brands in its home market [Kerala], Karnataka and other parts of the country.
