Wingreens Farms Acquires Snack Brand Postcard

Leading packaged foods company Wingreens Farms has announced its acquisition of a 100 per cent stake in Bengaluru-based snack foods start-up, Postcard.

Postcard was found in 2019 by Ashish Nichani and Sudarsan Metla. The brand brings speciality food from different parts of the country, retaining authentic local flavours, while empowering local artisans and the supply chain.

Some of its unique offerings include Kolhapuri Bhadang bhel, Jamnagari Chiwda, Kovilpatti Peanut Chikki, Andhra Avakaya Pickle, Cuttack Barohmaja, Kerala Plum Cake. 

With its differentiated assortment of local Indian sweets, snacks and pickles, Postcard seeks to infuse new flavours into the massive category of Indian Fast-Moving Consumer Goods (FMCG) food that has hitherto been dominated by legacy brands.

Postcard joins marquee brands like Raw Pressery, Monsoon Harvest, Saucery and other home-grown brands by Wingreens such as Impatient Baker, Organik Country and Spice Rack- under the WingreensWorld house.

Speaking on the acquisition, Ramesh Menon, Group CEO, Wingreens said- “We’re excited to welcome a brand like Postcard with such a strong digital footprint and loyal consumer base, to WingreensWorld. With this acquisition, we look to strengthen our brand portfolio, and further our mission to be a one-stop-shop digital destination for the new age consumer to discover minimally processed, responsibly sourced and healthier eating options.”

Anju Srivastava, Founder, Wingreens added “Postcard is a young brand with a well curated range of products and flavours that are guaranteed to delight the Indian consumer. We look forward to work with its enterprising founders to grow the brand to its fullest potential, and expand its presence both nationally and internationally.”

About WingreensWorld

Wingreens World was born as a joint creative enterprise between Raw Pressery and Wingreens Farms in early 2021, as a one-stop-shop for all healthier foods and beverages in India.

WithWingreensWorld, the Indian consumer now enjoys a wider range of healthy snacks, beverages, sauces and spreads, spice mixes, speciality bakery, breakfast cereals, non-dairy milk, protein shakes and an assortment of organic staples.

Market Size

As per India Brand Equity Foundation (IBEF), Fast-Moving Consumer Goods (FMCG) sector is India’s fourth-largest sector with household and personal care accounting for 50 per cent of FMCG sales in India. 

The market is expected to increase at a Compound Annual Growth Rate (CAGR) of 14.9 per by 2025.

The Indian FMCG industry grew by 16 per cent in 2021 a nine-year high, despite nationwide lockdowns, supported by consumption-led growth and value expansion from higher product prices, particularly for staples.

Investments

The Government has allowed 100 per cent Foreign Direct Investment (FDI) in food processing and single-brand retail and 51 per cent in multi-brand retail. This would bolster employment, supply chain and high visibility for FMCG brands across organised retail markets thereby bolstering consumer spending and encouraging more product launches.

This year, Dabur India is one of the big names so far which have taken non-traditional route to reach out to core consumers. The companyformed an exclusive partnership with energy provider Indian Oil, which will give Dabur’s products direct access to around 14 Crore Indane LPG consumer households across India.

Dabur India achieved its goal to collect, process, and recycle approximately 22,000 MT of post-consumer plastic three months early.