Anil Chugh, President, Wipro Foods
| Photo Credit:
Anand kumar b
Wipro Foods business is is stepping up its foods play, doubling down on regional brands like Brahmins while expanding into high-growth convenience categories such as ready-to-cook (RTC) and snacks.
The Bengaluru-based company, which entered the segment through acquisitions of Nirapara and Brahmins, is now seeing strong traction. “Post Wipro taking over, we have been growing the brand in double digits, higher than the industry,” said Anil Chugh, President, Wipro Foods. Brahmins has consolidated its leadership in Kerala, with over 40 per cent market share in urban sambar, even as it expands beyond its home market.
Xpress
A key focus area is the shift towards convenience. The company has introduced “Brahmins Xpress Mix,” a range of quick-cook products such as idli, dosa and upma that can be prepared in minutes. “This is a new convenience food format… consumers want home-style food but with minimal effort,” Chugh said, adding that the products retain traditional taste while being preservative-free.
Wipro is also expanding Brahmins into adjacent categories such as millets and snacks, with 7–10 SKUs already launched. At the group level, its foods portfolio now spans spices, ethnic breakfast, snacks, pickles and desserts, alongside its in-house brand Granamma, which is being scaled across South India.
The broader strategy, however, is not pan-India standardisation but regional depth. “Our DNA is state-by-state. Taste palettes change every 300–400 kilometres, so it’s better to go deep in a geography rather than spread thin,” Chugh noted.
This comes at a time when the packaged foods market is seeing rising competition, particularly in RTC and ready-to-eat segments, with players like Orkla and ITC expanding their offerings. Chugh said the bigger opportunity lies in formalisation. “There is a strong shift from unorganised to organised… especially in snacks and staples, and that gives runway for growth.”
With acquisitions on the table and a clear push into convenience, Wipro’s foods strategy hinges on going deeper into regional strongholds and formalising fragmented categories.
Published on March 29, 2026
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