The deal strengthens Wipro’s personal care portfolio, deepens its distribution network and makes the Philippines its third overseas market with annual revenue exceeding Rs 1,000 crore
Wipro Consumer Care & Lighting on Tuesday acquired Philippines-based S Brands Consumer Care, strengthening its position in Southeast Asia’s personal care market through a wider product portfolio and a significantly larger retail network. The financial terms of the transaction were not disclosed.
The acquisition is Wipro Consumer Care International’s 16th globally and its second in the Philippines. With the addition of S Brands, the Philippines becomes the company’s third market outside India, after Malaysia and China, to generate annual revenue of more than Rs 1,000 crore.
S Brands brings a portfolio that includes KERATINplus, AlcoPlus, DeoPlus, Empress and Fiona Cologne. The acquisition also gives Wipro access to a distribution network spanning more than 500,000 sari-sari neighbourhood stores, strengthening its presence across the country’s traditional retail channels.
“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 aprond strengthens our position in key growth markets. It reflects our long-term commitment to investing behind strong local brands and makes Philippines our third market outside India with revenues exceeding Rs 1,000 crore,” said Kumar Chander, Chief Executive Officer, Wipro Consumer Care & Lighting, and Managing Director, Wipro Enterprises.
Premium Hair Care Opportunity
The transaction also positions Wipro to capitalise on rising demand for premium personal care products in the Philippines. According to Chander, consumers are increasingly moving from conventional conditioners to specialised hair treatment products, a trend that has accelerated the premiumisation of the category.
KERATINplus, S Brands’ flagship label, holds around 45 per cent share of the country’s hair treatment segment, while Wipro’s existing Bitress brand leads the leave-on conditioner category with approximately 32 per cent value share. Together, the two businesses give Wipro a stronger presence across multiple hair care segments.
Distribution And Portfolio Boost
Beyond hair care, the acquisition enhances Wipro’s position in the Philippines’ rubbing alcohol market, where hygiene products are used as everyday household essentials. The combination of AlcoPlus and Wipro’s Hygenics brand is expected to create a business with an estimated 18 per cent market share, making it the country’s third-largest player in the category.
The deal also broadens Wipro’s offerings through DeoPlus, a powder deodorant brand, and Fiona Cologne, providing an entry into the local fragrance segment while complementing its existing personal care portfolio across Southeast Asia.
“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,” said Anita B. Zutshi, Chief Financial Officer, Wipro Enterprises.
The company also expects to benefit from complementary distribution strengths. While Wipro’s Splash business has built a presence in modern retail, S Brands has an extensive footprint in traditional trade, creating opportunities to expand the reach of the combined portfolio across multiple channels.
“S Brands is growing and we are 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,” said Dick Sy Ong, Founder and President, S Brands.
