Wipro Consumer Care and Lighting have announced its acquisition of Brahmins, a popular spice mix and ready-to-cook brand based in Kerala, for an undisclosed amount. This marks Wipro’s 14th acquisition in the consumer space and comes after the company’s entry into the food business in India last year. With this acquisition, Wipro aims to become a significant player in the snack food, spices, and ready-to-cook market.
Brahmins, established in 1987, is a heritage brand that sells ethnic breakfast pre-mix powder, spice mixes, pickles, dessert mixes, and other products. The brand has a significant consumer recall in Kerala, and its high-quality standards have played a crucial role in making it one of the most significant players in the market. The acquisition will enable Wipro to access resources that will help the brand grow rapidly, said Vineet Agrawal, CEO of Wipro Consumer Care and Lighting and Managing Director, of Wipro Enterprises.
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“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,” said Sreenath Vishnu, MD of Brahmins.
The market for sauces, dressings, and condiments is estimated to be around Rs 25,000 crore driven by urban consumers increasingly switching from unpackaged to packaged variants. In the spices category, S Narendra Kumar, who owns the Everest brand, is the market leader followed by MDH. Within the masala, herbs, and spices category, domestic players including DS Foods, Ramdev, and Eastern retain the upper hand in select geographies. Other brands, such as Keya, Patanjali, and Mother’s Recipe, have also ramped up their portfolio with spices in convenient and ready-to-use packaging in recent years.
Anil Chugh, President of Foods Business at Wipro Consumer Care, said that adding Brahmins under the Wipro fold will further bolster the company’s position in blended spices and ethnic breakfast categories in Kerala and other markets such as the GCC countries, UK, US, and Australia.
Overall, this acquisition Wipro’s commitment to expanding its presence in the food industry and its ambitions to become a significant player in the Indian market. With its distribution strength, network, and marketing expertise, Wipro is well-positioned to help Brahmins expand its geographical presence and scale to newer heights.