Dubai-: Wipro Consumer Care and Lighting, one of the fastest-growing FMCG companies in India, has announced a definitive agreement with Nirapara, a popular traditional food brand. This announcement comes after Wipro’s earlier statement of its foray into the food business in India and international markets. The company aims to become a significant player in the snack food, spices, and ready-to-cook industry.
Nirapara is Wipro’s Thirteenth partnership and gives us a clear foothold in the spices and ready-to-cook segment. Wipro has significant presence in GCC countries with well-respected brands like Enchanteur, Yardley of London and Santoor. Nirapara will now be added to the list of these iconic brands. To curate a comprehensive portfolio in the FMCG space, Wipro Consumer has joined hands with Nirapara to produce an extensive range of food products, starting with spices and ready-to-cook products, synonymous with excellent quality.
Nirapara was launched in 1976 and is known for its blended spices, especially Sambar Powder and Chicken Masala. It is also known for its ready-to-cook-Puttu Podi. Nirapara is one of the popular brands used by the Indian diaspora across the globe and is part of their daily food regime. Keeping this in mind, GCC countries are the primary focus for Nirapara exports.
82% of Nirapara’s international revenue comes from GCC countries. 40% of their GCC business is from the UAE, and 30% is from Saudi Arabia. In the GCC countries, Nirapara products are widely accepted in UAE, Saudi Arabia,Qatar, Kuwait, Oman and Bahrain.
Anil Chugh, President, Food Business, Wipro Consumer Care and Lighting, commented on the announcement stating, “We are thrilled to enter the foods market in the GCC countries with Nirapara, the brand which is trusted by Indians across the world. We recognize 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.”
He further added, “With this partnership, we aspire to be a holistic stop for consumers’ search for flavors 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.”
Priyadarshee Panigrahi, Senior General Manager, Wipro Consumer Care, Middle East commented, “We are excited to welcome Nirapara in our brand portfolio beyond Enchanteur and Yardley of London and entering a new segment. Ready-to-Cook (RTC) 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 sub-continent, living outside India. Our strong understanding of the consumer and market, coupled with our robust distribution network will help grow this segment multifold.”
A majority of Nirapara’s portfolio consists of Matta rice where they are the market leaders followed by spices at a strong No 2 position. Their Chicken Masala is the leader in the spices portfolio. The brand also offers a large variety of spice mixes and rice powder used to make Appam, Idiyappam, Puttu, Dosa, Idli and more.