Wipro Consumer Care acquires S Brands, expands in Philippines

New Delhi, Jul 21 (PTI) Wipro Consumer Care International (WCCI) on Tuesday said it has acquired leading Philippine personal care company S Brands for an undisclosed amount.

It has signed a definitive agreement to acquire 100 per cent shareholding of S Brands Consumer Care Inc, which will be "Wipro Consumer Care International's 16th strategic acquisition globally and its second in the Philippines", according to a joint statement.

S Brands' portfolio includes KERATINplus, described as the country's top hair treatment brand, along with hygiene brand AlcoPlus, powder deodorant brand DeoPlus, hair care brand Empress and teen fragrance brand Fiona Cologne.

"This acquisition is an important milestone in our journey to become one of Southeast Asia's leading personal care companies," said Kumar Chander, CEO of Wipro Consumer Care & Lighting and Managing Director, Wipro Enterprises.

He said the deal makes the Philippines the company's third market outside India with revenues exceeding Rs 1,000 crore after China and Malaysia.


"Philippines Household & Personal care (HAPC) market estimated at USD 5.6-6 billion. According to Nielsen, size of hair treatments is USD 100 million in consumer value, of which it has a 45 per cent share," said Chander.

Moreover, the rubbing alcohol category is USD 130 million in consumer value. "We have a 18.0 pc share in this segment with Hygienix & Alcoplus," he added.

Dick Sy Ong, Founder and President of S Brands, said the company found in Wipro "a partner whose values match ours" and one with the reach and R&D capabilities to help it expand further.

WCCI is the international business of Wipro Consumer Care & Lighting, the FMCG arm of Azim Premji-led Wipro Enterprises, having annual revenues of over USD 1.2 billion.

WCCI operates in over 60 markets across Asia, the Middle East, and Africa, growing its consumer brands portfolio through both organic growth and acquisitions.