Wipro Consumer Care and Lighting division, part of Azim Premji-led Wipro Enterprises, has completed the acquisition of three personal wash brands – Jo, Doy, and Bacter Shield – from Mumbai-based VVF India. The acquisition is part of Wipro’s strategy to strengthen its presence in the premium and sub-premium categories in the consumer goods market.
Neeraj Khatri, Chief Executive for India and SAARC business, stated that the transition of the acquired brands into Wipro’s portfolio is expected to take 3-4 months. The three brands collectively generated Rs 210 crore in revenue in FY23, and Wipro aims to double this figure in the next three years.
This marks Wipro’s 15th acquisition since 2003 and the third in the last 12 months. The company, not disclosing the deal amount, emphasized its commitment to strategic investments, having invested over $1 billion in acquisitions so far.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting, and Managing Director of Wipro Enterprises, expressed that the acquired brands, Jo, Doy, and Bacter Shield, will complement the existing portfolio and provide a stronger foothold in key markets. The brands will be available in India, Nepal, Bhutan, Sri Lanka, Bangladesh, and the Maldives.
Wipro is also eyeing Maharashtra as a potential avenue for its next manufacturing investment, as confirmed by Chief Financial Officer Sachin Bansal. The company currently operates manufacturing facilities across India, and the addition of these brands aligns with its growth strategy in the FMCG industry.
Despite rural consumption demand being below pre-COVID levels, Neeraj Khatri anticipates that urban India will drive business in the FMCG industry in the current financial year. Wipro’s portfolio includes well-known brands like Glucovita, Chandrika, North-West, Unza, Yardley, Bio Essence, and Splash Corporation, with Santoor being its flagship brand and the second-largest toilet soap brand in India.
With a remarkable growth rate of over 17% in its India market, Wipro Consumer Care achieved sales exceeding Rs 10,000 crore in the last fiscal year, underscoring its strong position in the consumer goods sector.
