Brahmins, a Kerala-based food brand under Wipro Consumer Care and Lighting's Foods portfolio, has introduced a new brand identity inspired by Kerala’s cultural elements. The redesign draws from the traditional golden-bordered Kerala Kasavu and includes updated packaging and two new television commercials (TVCs).
The new TVCs focus on two key products—sambar powder and puttu powder—highlighting the brand’s emphasis on authenticity and product quality. The spice range, led by the sambar powder, is made with ingredients that adhere to clean-label standards, without added oleoresins, preservatives, or fillers. The puttu powder, part of the breakfast pre-mix range, contains up to 80 grams of protein per kilogram.
The refreshed identity aims to establish visual consistency across product categories, enhancing visibility and recognition in retail environments.
The campaign, created by Maitri Advertising Works, carries the tagline ‘The taste that has won the heart of Malayalis, is now wearing a Kasavu’. The TVCs portray the role of food in cultural connection and routine, reinforcing the brand's positioning.
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 honours that cherished heritage, introducing a refreshed brand identity that reaffirms our commitment to delivering wholesome, delicious products made from fresh natural ingredients, using clean and mindful farming methods. With this new identity, we aim to bring the rich flavours of Kerala to a wider audience, both in India and globally.”
Brahmins, established in 1987, offers a range of food products including breakfast pre-mix powders, spice blends, wheat products, pickles, and dessert mixes. Now part of Wipro Consumer Care and Lighting, the brand continues to operate in the ready-to-cook and spices segments.
