One of India’s Biggest FMCG Organization ITC is set to make its greatest acquisition in recent times in India — Sunrise Foods. ITC recently made a public announcement that it had gone into a concurrence with the Spices giant to procure a 100 percent stake in the organization.
The share acquisition undertaking was finished after the lockdown was upheld and the last arrangement is probably going to be marked soon. ITC didn’t remark on the arrangement size, yet sources assessed it at near Rs 2,000 crore.
Sunrise Foods timed a turnover of around Rs 600 crore a year ago. In any case, there would be a premium on the 70-year Sunrise brand.
While ITC, by means of its Aashirvaad image, has a strong presence in Andhra Pradesh and Telangana, Sunrise Foods, which sells its items under the Sunrise brand, has a broad nearness across east India, where it is one of the market leaders, and furthermore works in Uttar Pradesh, Delhi National Capital Region, Rajasthan, and Bengaluru. It likewise sells its items in Bangladesh and Nepal.
Sunrise Food’s production facilities are situated in Kolkata, Agra, Bikaner, and Jaipur. “Throughout the years, the brand (Sunrise) has constructed a trustworthy quality consumer brand image with its wide variety of products, moored on a separated item portfolio custom-fitted to territorial tastes and inclinations, both in the fundamental and mixed spiced fragments,” ITC said.
As indicated by ITC, the proposed obtaining is lined up with its technique to quickly scale up its Fast Moving Consumer Goods organizations in a productive way, utilizing buyer bits of knowledge, the circulation arrange, agri-item sourcing, food information, provincial linkages, and bundling know-how. The significant procurement move comes a year after Sanjiv Puri became Chairman of the organization. Mayank Bhardwaj, Chief Executive Officer and Managing Director of Sunrise stated: “We are sure that in passing our heritage to ITC, Sunrise will accomplish significantly more noteworthy statures of progress.”
As per the available data to market experts, JM Financial was the only advisor to Sunrise Foods.
ITC is set to procure Calcutta-based Spices major Sunrise Foods Private Ltd — the biggest best by the FMCG giant till now as it hopes to add more muscle to its blossoming food portfolio.
It has five manufacturing plants — one in Howrah, one in Agra, and three in Rajasthan. Sunrise foods currently sell fundamental spices and flavors, for example, Haldi, Mirchi, mixed flavors like garam masala, shahi masala, and entire flavors like cumin. It additionally has papad and mustard oil in its portfolio. The organization has 500 odd individuals on the rolls. They are offered to be taken onboard by ITC.
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Just a small amount of the Indian spice market is organized and branded and there are no players, aside from Everest, with a critical national nearness. ITC too had wandered into the spice classification with the Ashirvad brand, which is supposed to be a dominant market player in Telangana and Andhra Pradesh.
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Passing by market forecasts, Sunrise would be the most forceful securing by ITC, predominating past buyouts, for example, Savlon, B Natural (juice), and Nimyle (surface disinfectant). This is additionally the main enormous securing after Sanjiv Puri turned into the Chairman of the organization, which trusts in making brands without any preparation as opposed to binge spending on first-class acquisitions.
ITC, which acquires the majority of the income and profits from the sale of tobacco, is likewise quickly scaling up its food business. The non-tobacco FMCG business, which consolidates food and wellbeing and individual consideration things, pegged Rs 12,505 crore income in 2018-19.