The FMCG arm of IT giant Wipro has completed its 14th acquisition, in a move that strengthens presence its in the foods business. Seeking a share in the fast-growing food market, Wipro Consumer Care and Lighting on Thursday completed the takeover of Kerala-based ready-to-cook brand Brahmins. This comes just a few months after the company acquired KKR Group’s Nirapara.
Brahmins Group is the parent company of three businesses – Brahmins Foods, Rytol, and Cafe Viktor. Located in Kerala, the brand has a wide audience both inside the state and outside of it, extending to countries like Dubai, Oman, Qatar, Kuwait, Bahrain, Singapore, Britain, Australia, Canada, the United States, Ireland, and New Zealand.
With the take over of two big brands – Nirapara and now Brahmins – Wipro Consumer Care and Lighting “is looking at becoming a sizable player in the packaged foods segment” and consolidating its spices, breakfast and ready-to-cook category. The financial details of the acquisition weren’t disclosed.
Notably, this is 14th acquisition so far for Wipro’s FMCG arm, which crossed the milestone of Rs 10,000 crore in overall sales in FY23.
The acquisition will be a mutually beneficial partnership that will accelerate the expansion of the Brahmins’ portfolio on one hand and embolden Wipro’s foundation into the food business, Brahmins said. The group was established in 1987 and is one of the most preferred brands in its home market Kerala. Its premium flagship products are Sambar Powder, and Puttu Podi which enjoy a market leadership position.
Adding Brahmins under the Wipro fold will further bolster its position in blended spices and ethnic breakfast (Puttu-podi, Appams and other Rice products) categories in Kerala and other markets such as the Gulf Cooperation Council (GCC) countries, the UK, the US and Australia, the company statement said.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting and Managing Director, Wipro Enterprises, said Brahmins is a strong heritage brand leading the spice and ready- to-cook category with a significant consumer recall in Kerala.
Wipro Consumer Care and Lighting, which started in 1945 as a vanaspati brand, with its factory in Amalner, Maharashtra now has a presence in 60 countries. Its businesses include personal wash products, household products, electrical wire devices, skincare products, among others.
