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WayCool Sets Up New Vertical To Drive FMCG Buisness

To drive the new business, the company appointed B P Ravindran as the chief executive officer.

WayCool Sets Up New Vertical To Drive FMCG Buisness
WayCool Foods

Press Trust Of India

POSTED ON April 22, 2023 12:05 PM

WayCool Foods, an agricultural supply chain company has rolled out its new entity 'BrandsNext' to drive its fast-moving consumer goods business, the company said on Friday.

To drive the new business, the company appointed B P Ravindran as the chief executive officer.

Accordingly, BrandsNext would become the umbrella company for products offered by WayCool Foods -- Madhuram, Kitchenji and Freshey's.

Madhuram is a quality rice brand sourced from farms while Kitchenji is a staple sourced from the company's farmer network. Freshey's is offered from batter to value-added products.

The company aims to double revenues from BrandsNext by FY2024.

"Soil to sale is not just a buzzword at WayCool; it is at the heart of what we do. BrandsNext and the portfolio that we have created is to ensure that the value is created by building a soil-to-sale supply chain is truly captured," Managing Director Karthik Jayaraman said after announcing the BrandsNext initiative here.

"BrandsNext is poised to thrive as a standalone entity with a portfolio that caters to the everyday Thali (meal) of our consumers", he said.

Ravindran, in his new role, would spearhead the BrandsNext actions and long-term aspirations from product innovations to category expansions and more, the company said.

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