Wipro Consumer Care announced the acquisition of Kerala-based Nirapara. It marks the company’s entry into the packaged food and spice segment by acquiring one of Kerala’s best-selling traditional food brands. Nirapara has signed a definitive agreement with the Wipro group arm.
Wipro Consumer Care joins FMCG companies such as Dabur, Emami, Tata Consumer Products Ltd, and ITC in the spices market with this acquisition. Nirapara, founded in 1976, is well-known for its spice blends. The brand is a market leader in the production of spice mixes and rice powder used in the preparation of ‘appam,’ ‘idiyappam,’ and other dishes.
Currently, 63% of Nirapara’s business comes from Kerala, 8% from the rest of India, and the remaining 29% from international markets, primarily the Gulf Cooperation Council (GCC) countries. Wipro Enterprises and Wipro Consumer Care and Lighting stated that there is a huge opportunity in this space for shifting consumers from an unorganised to an organised market by offering authentic, pure, and trusted spice mixes.