India: Wipro Consumer Care & Lighting expands breakfast range

Wipro Consumer Care & Lighting, the Indian consumer goods manufacturer, has launched the Brahmins Xpress Mix breakfast range, marking a further expansion into the traditional foods category.

The new line features 8 ready-to-cook versions of popular Indian staples, including Rice Idli, Ragi Dosa, Upma and Poha. According to Food & Beverages Processing, the range is designed to cater to the growing demand for convenient meal solutions that can be prepared in under 10 minutes. Packs are priced between 30 and 80 IRN ($0.36 and $0.96).

This development follows the company’s acquisition of the Brahmins brand in April 2023, which was Wipro’s 14th acquisition and part of a strategy to strengthen its ethnic food portfolio. The company previously acquired the Nirapara brand to bolster its presence in the Kerala market.

Anil Chugh, president of the Foods Business at Wipro Consumer Care & Lighting, commented: “Brahmins Xpress Mix represents a measured step in [the direction of innovation] as we scale the brand nationally”.

According to MediaNews4U, the range is currently available through trade outlets in Karnataka and Kerala, as well as nationally through quick commerce.

Source: Food & Beverages Processing / Indian Retailer / MediaNews4U / NDTV Profit