Expanding its footprint in Southeast Asia, Wipro Consumer Care International has signed a definitive agreement to acquire a 100% stake in Philippines-based personal care company S Brands Consumer Care. The acquisition marks Wipro Consumer Care’s 16th global acquisition and its 2nd in the Philippines.
The deal will bring well-known brands including KERATINplus, AlcoPlus, DeoPlus, Empress and Fiona Cologne into Wipro Consumer Care’s personal care portfolio. S Brands operates across hair care, hygiene, deodorants and fragrances, complementing Wipro’s existing presence in the country through Splash, which it acquired earlier.
Kumar Chander, CEO of Wipro Consumer Care & Lighting and Managing Director, Wipro Enterprises, said, “This acquisition is an important milestone in our journey to become one of Southeast Asia’s leading personal care companies. S Brands brings a portfolio of trusted, category-leading brands that complement our existing presence across the region and strengthens our position in key growth markets. As our 16th strategic acquisition, it reflects our long-term commitment to investing behind strong local brands and makes Philippines our 3rd market outside of India with revenues exceeding INR 1000 crore plus.”
Dick Sy Ong, Founder and President of S Brands, said, “S Brands is growing and we’re ready to reach more people in more markets. Wipro has the track record and global reach to help make that happen. And with their proven R&D and innovation, we can give even more to our consumers. We found in Wipro a partner whose values match ours, a grounded leadership team and a culture of giving back to communities. We believe in the same thing.”
Following the acquisition, Wipro Consumer Care plans to integrate S Brands with its existing Philippines operations and expand the distribution of its personal care portfolio. Nagender Arya, President and COO, Wipro Consumer Care International, said, “S Brands brings a portfolio of trusted brands with strong consumer connect and category leadership. Together with Splash, it further strengthens our presence in the Philippines and provides opportunities to accelerate growth, deepen market reach and build scale across our personal care business.”
Anita B Zutshi, CFO, Wipro Enterprises, said, “S Brands is a strong strategic fit for our portfolio, with leading market positions and attractive growth potential. This acquisition reflects our disciplined approach to capital allocation and our continued focus on investing in businesses that create long-term value and strengthen our presence in high-growth consumer markets.”
According to the company, Wipro Consumer Care operates in more than 60 markets across Asia, the Middle East and Africa. The acquisition, subject to customary closing conditions, is expected to further strengthen its presence in Southeast Asia.
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