Wipro Consumer Care and Lighting, one of the most prosperous fast-moving consumer goods companies in India, is set to venture into the GCC food market with the acquisition of Nirapara, an Indian traditional food brand.
This news follows comes Wipro’s earlier intention to foray into the food business in India and international markets. In so doing, the company seeks to become a significant player in the snacks, spices and ready-to-cook segment.
President of the food business at Wipro Consumer Care, Anil Chugh, said: “We are thrilled to enter the food market in the GCC countries with Nirapara, the brand which is trusted by Indians across the world.
“We recognise that spices are core to Indian style cooking and are slowly being used by more people around the world. There is a huge opportunity in this space for introducing products under a brand that has been loved and trusted by consumers for years and in a market that has a demand for authentic, pure and trusted spice mixes and other ready-to-cook formats.
“With this partnership, we aspire to be a holistic stop for consumers’ search for flavours that remind them of home, giving them access to everything from spices to ready-to-cook dishes that they relish and love, from back home.”
Nirapara, Wipro’s 13th partnership, is immensely beneficial for the company, giving it a clear foothold in the spices and ready-to-cook industry. Wipro already has a strong presence in the GCC countries through reputable brands such as Enchanteur, Yardley of London and Santoor.
Nirapara, launched in 1976, is known for its blended spices, especially sambar powder and chicken masala. It is one of the popular brands used by the Indian diaspora across the globe and keeping this in mind, GCC countries are the primary focus for Nirapara exports.
Approximately 82 per cent of Nirapara’s international revenue is derived from the GCC countries. More precisely, 40 per cent of their GCC business hails from the UAE and 30 per cent- from Saudi Arabia. Its products are also available across Qatar, Kuwait, Oman and Bahrain.
Senior general manager of Wipro Consumer Care for the Middle East, Priyadarshee Panigrahi, said: “We are excited to welcome Nirapara in our brand portfolio beyond Enchanteur and Yardley of London and entering a new segment.
“The ready-to-cook category is an exciting space, and one can give a lot of exciting offerings not only to Indian consumers but also to consumers from the entire Indian Subcontinent, living outside India. Our strong understanding of the consumer and market, coupled with our robust distribution network will help grow this segment multifold.”
