Wipro Consumer Care & Lighting acquires Kerala-based ready-to-cook brand Brahmins
Wipro Consumer Care and Lighting, a part of Azim Premji-led Wipro Enterprises, has strategically strengthened its position in the food market by acquiring Brahmins, a traditional vegetarian brand based in Kerala. This acquisition comes six months after Wipro entered into the food segment with the acquisition of the Nirapara brand, which is known for its spices and ready-to-cook food products.
With the acquisition of Brahmins, Wipro aims to expand its presence and offerings in the rapidly growing food industry. Brahmins is well-known for its range of spice mixes and ready-to-cook food products, which align with changing consumer preferences and the demand for convenient, high-quality food products.
By adding Brahmins to its portfolio, Wipro Consumer Care and Lighting can leverage its strong market presence and customer loyalty in Kerala and other regions. This strategic acquisition will not only enhance Wipro’s product offerings but also enable the company to tap into the immense potential of the vegetarian food market in India.
Wipro’s entry into the food segment reflects its commitment to diversify its business portfolio and explore new growth avenues. With the growing interest in healthy and flavorful food options, the acquisition of Brahmins and Nirapara brands positions Wipro as a significant player in the food industry, catering to consumers’ evolving needs and preferences.
The acquisition also highlights Wipro’s focus on building a robust consumer-centric business by leveraging its expertise, resources, and distribution network. By expanding its presence in the food market, Wipro aims to capitalize on the increasing demand for convenient, high-quality food products and contribute to the company’s overall growth and success in the consumer goods sector.
According to a joint statement, Wipro Consumer Care and Lighting is aiming to become a significant player in the packaged foods segment through the acquisitions of Brahmins and Nirapara brands. The company intends to consolidate its presence in the spices, breakfast, and ready-to-cook categories, leveraging the strengths of these acquired brands.
While the financial details of the Brahmins acquisition were not disclosed, the strategic move reflects Wipro’s ambition to expand its footprint in the food industry and tap into the growing consumer demand for quality food products. By consolidating its position in key categories such as spices, breakfast, and ready-to-cook, Wipro aims to enhance its offerings and capture a substantial market share.
Wipro’s focus on becoming a sizable player in the packaged foods segment aligns with its broader growth strategy to diversify its business portfolio and explore new avenues for expansion. By leveraging the brand equity and market presence of Brahmins and Nirapara, Wipro Consumer Care and Lighting can position itself as a competitive player in the food market and cater to the evolving needs of consumers.
While the specific financial details were not disclosed, the acquisitions of Brahmins and Nirapara reflect Wipro’s commitment to strategic investments and long-term growth in the consumer goods sector. Through these acquisitions, Wipro aims to strengthen its product portfolio, enhance its market reach, and establish a strong foothold in the packaged foods segment, contributing to its overall success and competitiveness.
The acquisition of Brahmins marks the 14th acquisition for Wipro Consumer Care and Lighting, demonstrating the company’s commitment to strategic expansion in the consumer goods sector. The investment comes at a time when Wipro Consumer Care and Lighting achieved a significant milestone of crossing Rs 10,000 crore in overall sales in FY23. This achievement can be attributed to the substantial growth experienced across different geographies, brands, and product categories.
Brahmins, established in 1987, holds a prominent position in its home market of Kerala and is widely recognized as one of the preferred brands in the region. The brand offers a diverse range of products, including ethnic breakfast premix powders, spice mixes, straight powders (spices), wheat products, pickles, dessert mixes, and more.
Brahmins’ flagship products, such as Sambar Powder and Puttu Podi, have established a strong market leadership position, further enhancing the brand’s reputation and customer loyalty. The acquisition of Brahmins provides Wipro Consumer Care and Lighting with an opportunity to tap into Brahmins’ well-established market presence, expand its product portfolio, and leverage the brand’s strength in ethnic food products.
By incorporating Brahmins into its business, Wipro can further diversify its offerings and strengthen its position in the packaged foods segment. The acquisition aligns with Wipro’s growth strategy, which focuses on expanding its presence in key categories and geographies, capitalizing on emerging consumer trends and preferences.
Overall, the acquisition of Brahmins adds value to Wipro Consumer Care and Lighting’s business by enhancing its portfolio, expanding its customer base, and solidifying its position in the market. This strategic move reinforces Wipro’s commitment to delivering quality products and driving sustainable growth in the consumer goods industry.The acquisition of Brahmins by Wipro Consumer Care and Lighting is expected to create a mutually beneficial partnership, enabling the accelerated expansion of Brahmins’ product portfolio and strengthening Wipro’s presence in the food business.
By bringing Brahmins under the Wipro fold, the company aims to enhance its position in blended spices and ethnic breakfast categories, particularly in Kerala and other markets such as the Gulf Cooperation Council (GCC) countries, the UK, the US, and Australia.
With the addition of Brahmins, Wipro can leverage its existing distribution network and market presence to further expand the reach of Brahmins’ products. The acquisition will enable Wipro to tap into the growing demand for blended spices and traditional breakfast products in domestic and international markets.
The inclusion of Brahmins in the Wipro family is expected to strengthen the company’s foundation in the food business, allowing for synergies and opportunities for growth. Both entities’ combined expertise and resources will facilitate the development of innovative products, improved market penetration, and enhanced customer experiences.
Furthermore, the acquisition presents an opportunity for Brahmins to leverage Wipro’s global presence and distribution channels to expand its reach and access new markets. The partnership with Wipro can provide Brahmins with the necessary resources and support to accelerate its growth and capture market share in regions beyond its existing stronghold in Kerala.
Overall, the acquisition of Brahmins by Wipro signifies a strategic move to fortify the company’s position in the blended spices and ethnic breakfast segments, both domestically and internationally. The partnership is expected to unlock synergies and create value for both companies, enabling them to cater to evolving consumer preferences and capitalize on the growth potential in the food industry.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting and Managing Director of Wipro Enterprises, expressed his satisfaction with the recent acquisition of Brahmins and highlighted the strategic entry of Wipro into the food category. He emphasized the significance of Brahmins as a strong heritage brand in Kerala, leading the spice and ready-to-cook category with a high level of consumer recall.
Agrawal acknowledged that Wipro’s foray into the food segment began with the acquisition of Nirapara, and within just six months, the company made another significant acquisition with Brahmins. This demonstrates Wipro’s commitment to diversifying its business portfolio and expanding its presence in the food industry.
By bringing Brahmins under its umbrella, Wipro aims to leverage the brand’s strong market position, consumer loyalty, and expertise in the spice and ready-to-cook categories. This strategic move aligns with Wipro’s vision of delivering high-quality products that resonate with consumers and meet their evolving needs.
The acquisition of Brahmins further solidifies Wipro’s presence in the food market, and Agrawal’s statement reflects the company’s enthusiasm for this strategic business expansion. Wipro Consumer Care and Lighting is poised to leverage Brahmins’ strong brand equity and consumer trust to drive growth, innovation, and customer satisfaction in the food segment.
Overall, Agrawal’s remarks convey Wipro’s confidence in the value and potential of the Brahmins brand and highlight the company’s commitment to building a successful presence in the food category, catering to the diverse preferences and tastes of consumers in Kerala and beyond.Sreenath Vishnu, the Managing Director of Brahmins, expressed confidence in the partnership with Wipro Consumer Care and Lighting.
He stated that with Wipro’s strong distribution network, extensive reach, and marketing expertise, Brahmins would be able to significantly expand its geographical presence and achieve new heights of success. This collaboration is expected to leverage Wipro’s capabilities to propel Brahmins’ growth and enhance its market penetration.
Wipro Consumer Care and Lighting, originally established in 1945 as a Vanaspati brand, has evolved to become a prominent player in the FMCG and lighting products sectors. With its roots in Amalner, Maharashtra, the company has now expanded its presence to 60 countries globally.
Wipro Consumer Care and Lighting operates in multiple geographies and has a diverse portfolio of FMCG and lighting products. With 18 factories and a workforce of over 10,000 employees, the company is well-positioned to deliver quality products to its customers. Notably, a significant portion of the company’s revenue, 51 per cent, comes from international businesses, underscoring its global reach and success.
The strategic acquisition of Brahmins is expected further to strengthen Wipro’s position in the food segment and contribute to the company’s continued growth and expansion in both domestic and international markets.
