Wipro prepares S Brands integration to expand Philippine reach

Insider Spotlight

• Wipro is shifting from acquisition to integration after signing a deal to acquire S Brands Consumer Care Inc.
• The combination is expected to strengthen Wipro's Philippine portfolio and create a platform for faster regional growth
• Wipro sees opportunities to bring KERATINplus and other Philippine brands to international markets
  
  
  

Wipro Consumer Care International is turning its attention to integrating S Brands Consumer Care Inc. into its Philippine operations, as the Indian consumer goods company looks to deepen its presence in one of Southeast Asia's fastest-growing personal care markets.

The company signed a definitive agreement in July to acquire 100 percent of S Brands, adding a portfolio that includes KERATINplus, AlcoPlus, DeoPlus, Empress, Grips and Fiona Cologne. The transaction marks Wipro's second acquisition in the Philippines after buying Splash Corporation in 2019 and sets the stage for the next phase of expansion in the country.

Why it matters

The focus now shifts from completing the acquisition to integrating S Brands' operations, distribution network and product portfolio into Wipro's existing Philippine business. 

The combined portfolio gives the company a broader presence across hair care, hygiene, fragrances and men's grooming while strengthening its position in Southeast Asia's consumer goods market.

Wipro said the Philippines remains a strategic market because it is Southeast Asia's fourth-largest personal care market, supported by a young and growing consumer base. 

The company also sees opportunities to introduce S Brands' products into overseas markets through its international network spanning more than 60 countries.

The big picture

The acquisition becomes Wipro Consumer Care International's 16th strategic deal, underscoring its long-term strategy of growing through acquisitions in high-potential emerging markets. 

Beyond expanding its local footprint, the company is looking to leverage its research and development capabilities, manufacturing network and distribution reach to accelerate growth of the newly acquired brands.

The company specifically identified KERATINplus, the country's leading hair treatment brand, as having strong potential for international expansion. S Brands' incoming leadership also said the combination is expected to improve operational efficiencies, strengthen brand building and support long-term value creation.

What's next

As integration moves forward, Wipro is expected to focus on aligning S Brands with its Philippine operations while using the enlarged business as a springboard for regional growth. The company has indicated it will capitalize on its global presence and innovation capabilities to expand the reach of Philippine-developed brands beyond the domestic market. —Daxim L. Lucas | Ed: Corrie S. Narisma