Wipro Consumer Care and Lighting, a subsidiary of Wipro Enterprises led by Azim Premji, today announced the acquisition of three soap brands, Jo, Doy, and Bacter Shield, from VVF (India) Ltd.
The move marks the third acquisition by the company in the last 12 months and the 15th overall, indicating an aggressive expansion strategy in the personal wash segment.
What are the offerings of the acquired brands?
The acquired brands have distinct market segments and presences. Jo toilet soap is known in the North, East, and West markets. Doy caters to the premium segment, offering a unique position in the market.
Meanwhile, Bacter Shield provides a range of antibacterial soaps and handwash, competing with established brands like Lifebuoy, Dettol, and Savlon. These brands collectively generated over Rs 210 crore in revenue during FY23.
How will it impact Wipro Consumer’s portfolio?
The integration of these brands is expected to complement Wipro Consumer’s existing portfolio, which includes prominent brands like Santoor and Enchanteur. Santoor recently became the second-largest soap brand in India, with sales exceeding Rs 2,650 crore, while Enchanteur surpassed the Rs 1,000 crore sales mark.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting, said that the acquisition strengthens the company’s foothold in key markets and is aligned with its ambition to grow in the fast-moving Indian food market.
VVF’s strategic divestment
VVF (India) Ltd, previously known as Vegetable Vitamins Foods Co, is focusing on optimizing its portfolio. Its Chairman and Managing Director, Rustom Godrej Joshi, expressed confidence in Wipro’s ability to nurture and elevate the acquired brands. VVF, known as one of the largest contract manufacturers of bar soaps in India, previously sold soap brands Aramusk and Moloy to Wipro in 2011.
Wipro Consumer’s growing market presence
With this acquisition, Wipro Consumer Care and Lighting has crossed Rs 10,000 crore in overall sales in FY23. The company, starting as a vanaspati brand in 1945, has diversified into soaps, liquid detergents, fabric softeners, dish wash, and floor cleaners.
It recently entered the food business, aiming to become a significant player in snack foods, spices, and ready-to-cook markets, acquiring brands like Nirapara and Brahmins.
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