New Delhi: With the acquisition of Nirapara, a top selling traditional food brand from Kerala, Wipro Consumer Care has announced its debut in the packaged food and spices market.
The Kalady-based KKR Group and owner of the Nirapara brand has entered into a definitive agreement with the corporation, but the dollar amount of the deal has not been disclosed.
This is the Wipro arm’s second brand acquisition after ‘Chandrika’ in Kerala.
The long-term rental rights for Ayurvedic soap ‘Chandrika’ for use in India and SAARC countries was acquired by Wipro in 2013 after the company announced that it had entered into a formal agreement with Kerala-based SV Products.
Launched in 1976, Nirapara is known for its mixed spices. The brand produces a wide range of spice mixes, and rice powder used to make ‘appam’, ‘idiyappam’ etc.
Currently, Kerala accounts for 63 percent of Nirapara’s business, the rest of India accounts for 8 percent and the remaining 29 percent comes from international markets, mainly Gulf Cooperation Council (GCC) nations.
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