Wipro Brahmins Unveils New Brand Identity

KOCHI:
Brahmins, the iconic Kerala-based brand, renowned for its authentic range of spices, ready-to-cook breakfast mixes, pickles, and traditional dessert offerings, has unveiled a refreshed brand identity inspired by Kerala’s rich cultural traditions. As part of Wipro Consumer Care and Lighting’s Foods portfolio, Brahmins draws inspiration from the traditional golden-bordered Kerala Kasavu- a symbol of authenticity and cultural heritage, and is bringing this to life through two new TVCs that highlight its signature products. This design evolution highlights the brand’s enduring commitment to delivering genuine Kerala taste and culinary traditions to households across generations.

Alongside its new visual identity, Brahmins is reinforcing its enduring promise of purity and quality through the new TVCs. Each film showcases a hero product – sambar powder and puttu powder -underscoring the brand’s commitment to authenticity and trust. The spice range, led by the signature Sambar powder, is made with 100% authentic ingredients and adheres to clean-label standards, with no added oleoresins, preservatives, or fillers. The breakfast pre-mix range, with puttu powder at the forefront, delivers both taste and natural nourishment, with puttu powder alone offering up to 80 grams of protein per kilogram, making it a wholesome and healthier choice for families.

As part of the relaunch, the brand is also focused on creating high-impact shelf visibility by introducing consistent design elements across product categories. This uniformity enhances brand recall and strengthens Brahmins’ presence across retail touchpoints.

Conceptualized by Maitri Advertising Works, the TVC campaign carries the tagline ‘The taste that has won the heart of Malayalis, is now wearing a Kasavu’. The films capture the emotional bond between food and culture, showcasing Brahmins’ quality and authentic taste in every bite. Speaking on the relaunch, Mr. Anil Chugh, President of Wipro Foods said, “For decades, Brahmins has been synonymous with trust, authenticity, and the genuine taste of Kerala. This relaunch honors that cherished heritage, introducing a refreshed brand identity that reaffirms our commitment to delivering Public
wholesome, delicious products made from fresh natural ingredients, using clean and mindful farming methods. With this new identity, we aim to bring the rich flavors of Kerala to a wider audience, both in India and globally.”

Since 1987, Brahmins has been earning a reputation for excellence with its diverse range of food products. Now acquired by Wipro Consumer Care and Lighting, Brahmins continues to uphold its commitment of providing authentic and high-quality culinary experiences, dominating the ready-to-cook
and spices markets with offerings spanning breakfast pre-mix powders, spice blends, straight powders, wheat products, pickles, and delectable dessert mixes.