Wipro Consumer Care and Lighting (WCCL) has fortified its market standing with the recent acquisition of Jo, Doy, and Bacter Shield brands from VVF (India) Ltd, marking a pivotal move in the company’s expansion strategy. This acquisition, the company’s 15th to date and its third within the past year, is poised to significantly amplify Wipro’s presence in the personal wash segment, complementing its existing array of acclaimed brands like Santoor and Chandrika.
Neeraj Khatri, the Chief Executive overseeing Wipro Consumer Care and Lighting operations for India and SAARC, expressed confidence in the strategic significance of this acquisition. He spoke of how the deal effectively addresses a significant void in their product portfolio, especially in the sub-popular soap segment. This particular segment represents a notable portion of the soap market, holding substantial significance in both volume and value metrics. He also emphasised the robust performance of flagship brand Santoor, generating sales exceeding ₹2,650 crore last year, solidifying its position as one of the top-selling soap brands in the country.
Although the exact deal size remains undisclosed, these three acquired brands collectively generated over ₹200 crore in sales during the last fiscal year that concluded on March 31, 2023. The brands bring diverse offerings to Wipro’s portfolio: Jo, with a strong presence in North, East, and West India; Doy, operating in the premium-soaps segment; and Bacter Shield, offering a range of antibacterial soaps and handwashes.
Wipro Consumer Care and Lighting, recording sales of ₹10,000 crore in the last fiscal year, aims to double the revenues of these brands within the next three years. Wipro’s expansion strategy extends beyond personal care, venturing into segments such as packaged snacks, spices, and ready-to-cook food. This acquisition strategically positions Wipro to deepen its market penetration and cater to evolving consumer needs in the personal wash category across India and SAARC markets.
VVF, a Mumbai-based contract manufacturer of personal care items, showcased trust in Wipro’s capacity to enhance and develop the brands it acquired. Rustom Godrej Joshi, the Chairman and Managing Director of VVF (India) Ltd, confirmed that the transfer of Jo, Doy, and Bacter Shield to Wipro aligns with their portfolio optimization strategy, highlighting their belief in Wipro’s capability to foster and elevate these brands.
As Wipro Consumer Care and Lighting continues to explore growth opportunities, both organically and through strategic acquisitions, the acquisition of Jo, Doy, and Bacter Shield stands as a strategic move to fortify the company’s market presence, expand its product offerings, and serve the dynamic needs of consumers in the personal wash category.
