Nirapara brand to enter non-food sector

Our Bureau Kochi | Updated on March 27, 2019

The Kerala based KKR Group – the makers of Nirapara brand rice and a range of food products, is planning to enter non-food sectors such as health, wellness and hygiene.

The foundation for a new plant in Palakkad has been laid, which is expected to be commissioned by April. The new plant will serve as a foundry for novel, value-added, and innovative products, said Biju Karnan, Vice-Chairman, KKR Group.

Turnover target

With this new line of production, he said the company is looking at a turnover of ₹600 crore in the next fiscal from the current ₹370 crore. The aim is to reach ₹1,200 crore in the next five years. Nirapara brand was well-accepted in the market and has become a household name both in India and overseas, especially among Keralites, he said, adding that the products are currently available in 40 countries, which together contribute 24 per cent of the revenue.

The rice processing capacity will be enhanced to 250 tonnes a day from 120 tonnes and this will help reach more customers, both domestic and overseas.

According to him, the production of all kinds of rice, spices and pickles are currently carried out in Chelamattom – Perumabavoor, and Okkal and Mekalady in Ernakulam district. “We are also engaging with the farming community in these regions for the procurement of commodities through an upfront payment to meet our production requirements,” he said.

Flood effect

The devastating floods last year had affected production for three straight months. However, the brand managed to gain the consumer confidence within a short span by registering a 10 per cent growth, Karnan said.

The company is also focussing on e-commerce sales soon by expanding the product range through customer promotions and offers.

Published on March 27, 2019

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