WayCool, a food and agri-tech platform, announced on Friday the launch of its new entity, ‘BrandsNext,’ to boost its FMCG business, according to a media release. BrandsNext will serve as an umbrella company for WayCool’s consumer packaged goods brands, including Madhuram, Kitchenji, and Freshey.
Karthik Jayaraman, MD, WayCool, said, “BrandsNext is poised to thrive as a standalone entity with a portfolio that caters to the everyday Thali of our consumers.”
BP Ravindran has been named the CEO of the newly launched entity, as announced by the company.
On the launch of BrandsNext, Ravindran said, “A strong foundation has been laid in the past two years to win in the food business by establishing BrandsNext as an entity that will focus on its core strength of building brands and scaling distribution. We intend to be closer to the consumption occasions of our consumers by mapping their need states and addressing their pain points.”
According to the press release, Ravindran will lead the company’s efforts and future goals, including product innovations, category expansions, and other endeavors.
WayCool Foods operates in various categories, including fresh produce, staples, and dairy. Its consumer brand portfolio includes Madhuram, Kitchenji, L’exotique, Dezi Fresh, Freshey’s, AllFresh, and Just Potate. The company asserts that it serves more than 165,000 clients in the general trade, modern trade, and food services sectors.
