Indian Conglomerate Wipro Acquires Philippine Personal Care Firm S Brands

MANILA, Philippines — The fast-moving consumer goods arm of Indian conglomerate Wipro Enterprises is acquiring Philippine personal care company S Brands Consumer Care Inc. to strengthen its presence in Asia. Wipro Consumer Care International (WCCI) president for East Asia Nagender Arya said in a press conference yesterday that the acquisition is the firm’s second in the Philippines, following its acquisition of Splash Corp. in 2019. WCCI signed a definitive agreement to acquire 100 percent of the shareholding in S Brands as part of its aim to strengthen its personal care portfolio and position in the Southeast Asian market. Arya declined to provide the acquisition value, but noted that it was “a good value.” “Our aim is to close it in August,” he said, noting some formal procedures still need to be undertaken for the transaction. The acquisition is expected to help WCCI strengthen its footprint in the Philippines. “The Philippines is the fourth-largest personal care market in Southeast Asia, with a young and growing consumer base. It offers significant opportunities across hair care, skin care, fragrance and hygiene,” Arya said. He said the acquisition would also allow WCCI to bring brands under S Brands to the global stage. The firm sees potential in establishing market presence for S Brands in markets including Malaysia, Vietnam, Indonesia, South China and Hong Kong. S Brands’ portfolio includes category leading brands such as KERATINplus (hair treatment); AlcoPlus (alcohol products); DeoPlus (powder deodorants); Empress (hair care); Grips (men’s grooming line); and Fiona Cologne (teen fragrance). “This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies,” he said. He said the acquisition also reflects the firm’s continued focus on investing in high-growth emerging markets. At present, WCCI operates in more than 60 markets across Asia, the Middle East and Africa. Apart from India and the Philippines, its key markets include Malaysia, Vietnam and South China.