New Delhi: By acquiring Nirapara, one of Kerala's top-selling traditional food brands, Wipro Consumer Care has announced its debut into the packaged food and spice market.
The KKR Group, based in Kalady and the owner of the Nirapara brand, has inked a definitive agreement with the corporation, however, the deal's dollar amount has not been disclosed.
After "Chandrika" from Kerala, this is the Wipro arm's second brand purchase.
The long-term lease rights to the Ayurvedic soap brand "Chandrika" for usage in India and the SAARC countries were acquired by Wipro in 2013, following the announcement of the company's entry into a formal deal with Kerala-based SV Products.
Launched in 1976, Nirapara is known for its blended spices. The brand leads in producing a large variety of spice mixes, and rice powder used in making 'appam', 'idiyappam', etc.
Currently, Kerala accounts for 63 percent of Nirapara's business, the rest of India for 8 percent, and the remaining 29 percent comes from international markets, primarily the Gulf Cooperation Council (GCC) nations.
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