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 about 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 a 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.
Anil Chugh, President, of 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.
Originally published on www.gulftoday.ae
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