Bengaluru: Wipro Consumer Care International (WCCI) has signed a definitive agreement to acquire a 100% stake in S Brands Consumer Care Inc. (S Brands), one of the Philippines’ leading personal care companies, further strengthening its presence in Southeast Asia and reinforcing its long-term growth strategy in the region.
The acquisition marks Wipro Consumer Care International’s 16th strategic acquisition globally and its second in the Philippines, underscoring the company’s continued focus on expanding its footprint across high-growth consumer markets.
S Brands brings to Wipro Consumer Care a portfolio of established personal care brands, including KERATINplus, the Philippines’ leading hair treatment brand; AlcoPlus, a prominent hygiene brand; DeoPlus, a fast-growing powder deodorant brand; Empress, an emerging hair care brand; and Fiona Cologne, a leading fragrance brand for teenagers. The acquisition enhances Wipro Consumer Care’s portfolio with category-leading brands that enjoy strong consumer loyalty across key personal care segments.
Commenting on the acquisition, 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.”
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.”
The acquisition further strengthens Wipro Consumer Care International’s position in the Southeast Asian personal care market by expanding its portfolio of category-leading brands and enhancing its presence in the Philippines. The company currently operates in more than 60 markets across Asia, the Middle East and Africa and continues to pursue growth through a combination of organic expansion and strategic acquisitions, building a diversified portfolio of trusted consumer brands across key international markets.
