Strengthening its Personal Care Division: Wipro Consumer purchases 3 Brands from VVF

By Consultants Review Team Tuesday, 05 December 2023

Wipro Consumer Care and Lighting, a division of Wipro Enterprises, announced the acquisition of three soap brands from Mumbai-based VVF India to expand its personal care market. This is the company's 15th acquisition and its third in the last year. While the price of the transaction was not disclosed, the company stated that it has invested approximately $1 billion in acquisitions to date.

Wipro's acquisition will be a strategic expansion in the personal washing area. Jo toilet soap is a major brand with a strong presence in the North, East, and West markets. Bacter Shield features an antibacterial variety of soap and handwash, while Doy operates in the premium segment with differentiated positioning. These brands generated over Rs 210 crore in revenue during fiscal year 23 and are predicted to have an 11 percent market share in India.

"With a diverse portfolio of brands and Wipro's strong distribution network, we are well positioned to strengthen our market presence and drive growth." "These brands will strengthen our position in key markets and complement our existing portfolio," said Vineet Agrawal, chief executive officer of Wipro Consumer Care and Lighting and managing director of Wipro Enterprises.

Wipro Consumer Care and Lighting has also acquired Glucovita, Chandrika, North-West, Unza, Yardley, Bio Essence, Splash Corporation, and others over the years. Nirapa and Brahmins, both from Kerala, were bought by the corporation in the last year.

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"With this acquisition, we gain a devoted customer base." With our distribution and marketing capabilities, we have a lot of room to build these brands. Wipro will begin in-house manufacturing in the coming months," said Neeraj Khatri, chief executive officer, Wipro Consumer Care and Lighting, India & SAARC. Wipro invested a total of Rs 300 crore in the soap market.

Wipro Consumer Care reported sales of Rs 10,000 crore in fiscal year 23, with global businesses accounting for 51% of total revenue. Santoor, the company's major personal care brand, with sales of approximately Rs 2,650 crore in fiscal year 23. Wipro Consumer Care Ventures created a second fund with a capacity of Rs 250 crore earlier this week to assist and promote start-ups in India and Southeast Asia. The initial round of fundraising was completed four years ago for approximately Rs 200 crore.


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