Wingreens acquires Bengaluru based Postcard snacks, strengthens brand portfolio

Wingreens Farms, India's leading new-age packaged foods company, announced its acquisition of a 100% stake in Bengaluru-based snack foods startup, Postcard, earlier this week.

Postcard, founded by Ashish Nichani and Sudarsan Metla in 2019- brings consumers specialty food from different parts of India, retaining authentic local flavors, 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, and kerala plum cake. With its differentiated assortment of local Indian sweets, snacks, and pickles, Postcard seeks to infuse new flavors into the massive category of Indian FMCG food that has hitherto been dominated by legacy brands.

Postcard joins marquee brands like Raw Pressery, Monsoon Harvest, Saucery, and other homegrown brands by Wingreens such as Impatient Baker, Organik Country, and Spice Rack- under the Wingreens World house of healthier, 'better for you' foods & beverages.

Speaking on the acquisition, Ramesh Menon, group chief executive officer, Wingreens said, "We're excited to welcome a brand like a Postcard with such a strong digital footprint and loyal consumer base, to Wingreens World. 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 flavors that are guaranteed to delight the Indian consumer. We look forward to working with its enterprising founders to grow the brand to its fullest potential, and expand its presence both nationally and internationally."

According to the company, Wingreens World is coming together India's most loved new-age F&B brands in early 2021. It endeavors to capture changing consumer preferences towards "better for you" products, a segment representing a $1 billion opportunity over the next 5 years, while effectively transforming the legacy food processing industry, moving away from large mechanized units and promoting sustainable, handmade modes of production