New Delhi: Wipro Consumer Care and Lighting, a division of Wipro Enterprises, has disclosed its acquisition of three soap brands – Jo, Doy, and Bacter Shield – from Mumbai-based VVF India, marking its 15th acquisition and the third within the last year. Although the financial details remain undisclosed, Wipro has invested approximately $1 billion in various acquisitions to date.
This strategic move aims to broaden Wipro’s presence in the personal care segment. Jo, a significant brand in North, East, and West markets, Doy in the premium segment, and Bacter Shield, with its antibacterial soap and handwash range, collectively generated over Rs 210 crore in revenue during the financial year 2023, projecting an anticipated 11% market share in India.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting, expressed confidence in strengthening their market presence and driving growth through the diverse brand portfolio and Wipro’s extensive distribution network. This acquisition complements Wipro’s existing portfolio, and the company intends to initiate in-house manufacturing in the coming months.
Wipro Consumer Care and Lighting’s previous acquisitions include Glucovita, Chandrika, North-West, Unza, Yardley, Bio Essence, and Splash Corporation. Over the last year, the company also acquired Kerala-based brands Nirapa and Brahmins. Neeraj Khatri, CEO of Wipro Consumer Care and Lighting, India & SAARC, highlighted the potential for growth with a loyal consumer base, leveraging distribution strength, marketing expertise, and upcoming in-house manufacturing.
In the financial year 2023, Wipro Consumer Care recorded sales of Rs 10,000 crore, with 51% generated from international operations. The flagship brand, Santoor, reported sales exceeding Rs 2,650 crore during the same period.
In addition to the acquisition news, Wipro Consumer Care Ventures recently launched a second fund amounting to Rs 250 crore to support startups in India and South-East Asia. This initiative followed the first funding round four years ago, which totalled approximately Rs 200 crore.
