The acquisition aims to scale up its Spices business and expand its footprint across the country.
ITC Limited entered into a Share Purchase Agreement (SPA) to acquire 100% of the equity share capital of Sunrise Foods Private Limited (SFPL), a company primarily engaged in the business of spices under the trademark ‘Sunrise’, subject to fulfilment of various terms and conditions.
ITC’s Aashirvaad range of spices is already a market leader in Telangana and Andhra Pradesh and the company is one of India’s leading producers and exporters of high-quality spices.
Sunrise is over 70 years old brand and is a market leader in eastern India in spices category, the brand has built a loyal consumer base, anchored on a differentiated product portfolio tailored to regional tastes and preferences in the spice segments.
The proposed acquisition is aligned with ITC’s strategy to rapidly scale up its FMCG Businesses in a profitable manner, leveraging its institutional strengths viz. deep consumer insight, a deep and wide distribution network, agri-commodity sourcing expertise, cuisine knowledge, and strong rural linkages and packaging know-how.
The proposed acquisition will augment the company’s product portfolio and is aligned to ITC’s aspiration to significantly scale up its Spices business and expand its footprint across the country. The deep consumer connects and distribution strength of SFPL in the focus markets, together with synergies arising out of the sourcing and supply chain capabilities of the Company’s Agri-Business and its pan-India distribution network, will provide significant value creation opportunities for the company.
