Wipro Consumer Care International (WCCI) has signed a definitive agreement to acquire a 100% stake in Philippines-based S Brands Consumer Care Inc., expanding its footprint in the Southeast Asian personal care market.
The acquisition marks WCCI's 16th strategic acquisition globally and its second in the Philippines, reinforcing the company's growth strategy in the region.
S Brands owns a portfolio of personal care brands, including KERATINplus, AlcoPlus, DeoPlus, Empress and Fiona Cologne. According to the company, KERATINplus is the leading hair treatment brand in the Philippines, while AlcoPlus and DeoPlus are among the leading brands in their respective categories.
Commenting on the acquisition, Kumar Chander, CEO of Wipro Consumer Care & Lighting and Managing Director of Wipro Enterprises, said the deal represents another step in the company's ambition to become one of Southeast Asia's leading personal care businesses.
He added that the acquisition strengthens WCCI's presence in key growth markets and makes the Philippines its third market outside India to generate annual revenues exceeding ₹1,000 crore.
Dick Sy Ong, founder and president of S Brands, said Wipro's global reach, research and development capabilities and innovation expertise would help the company expand into new markets while continuing to serve consumers with stronger product offerings.
Nagender Arya, president and COO of Wipro Consumer Care International, said S Brands' portfolio complements WCCI's existing business in the Philippines, including Splash Corporation, and creates opportunities to deepen market reach and accelerate growth across its personal care business.
Anita B. Zutshi, CFO of Wipro Enterprises, said the acquisition aligns with the company's disciplined capital allocation strategy and long-term focus on investing in high-growth consumer businesses with strong market positions.
