Country's leading IT company will now sell flour, pulses, rice, this is how Ambani-Adani will get competition

Vineet Agarwal, CEO of Wipro Consumer Care and Lighting and MD of Wipro Enterprises, said that we entered the food segment with our first acquisition of Nirapara and within six months we have added Brahmins.

Consumer goods company Wipro Consumer Care and Lighting has announced the acquisition of Kerala-based packaged food brand Brahmins, which further strengthened its role in India's packaged food market after buying Nirapara last year. Santoor Soap and Yardley Talc makers which earlier focused on home and personal care as well as lighting have now moved towards becoming a significant player in the packaged food segment. On Thursday, Wipro Consumer Care announced that it has signed a definitive agreement to acquire Brahmins. After the entry of Wipro in packaged food, both Ambani and Adani can get a tough competition.

In which countries is the business of Brahmins spread?

Established in the year 1987, Brahmins retails a variety of ethnic breakfast pre-mix powders, spice mixes, spice powders, pickles, sweet mixes, wheat products and other packaged food items. The brand is number one in its domestic market with its flagship products like Sambar Powder and Puttu Podi. Brahmins products are available in GCC countries, US, UK and Australia including Kerala, metro cities and international markets.

Brahmins is a strong brand of Kerala

Brahmins' acquisition of Wipro Consumer Care and Lighting comes after it bought Kerala-based KKR Group's Nirapara in December, marking the company's entry into the packaged snacks, spices and ready-to-cook food market. Vineet Agarwal, CEO of Wipro Consumer Care and Lighting and MD of Wipro Enterprises, said that we entered the food segment with our first acquisition of Nirapara and within six months we have added Brahmins. Brahmins is a strong brand in Kerala, leading the spices and ready-to-cook segments.

There is a market of Rs 5 lakh crore

This is Wipro's 14th brand acquisition so far, before which Wipro had bought energy drink brand Glucovita and personal care brand Yardley. The company is also planning to launch its own packaged food brand in the future. India's packaged food market is worth Rs 5 lakh crore, middle class families are rapidly moving from non-branded to branded food items, due to which the sector is witnessing a boom. Ambani and Adani are also moving forward in this sector. After the arrival of Wipro, both can be seen getting tough competition.