Wipro to expand in male grooming segment

23 Jan 2012 Evaluate

Wipro's FMCG division is gearing up for bigger play in the male grooming segment, which it had entered last week with the launch of 'Aramusk' soap, by extending the brand into a slew of products for men in the next six months. The company has also signed on Telegu superstar Mahesh Babu as the brand ambassador for its popular soap brand 'Santoor' for the next two years. Last week, Wipro Consumer Care and Lighting (WCCL) re-launched the Aramusk soap for men, which it had bought along with the Moloy brand from Mumbai-based VVF Ltd, for an amount estimated to be around Rs 25 crore in 2011. The company is planning to extend the brand into other products, including shaving gel, deodarants and face creams. Wipro plans to go pan India for Aramusk in the next six months. It has now been launched only in Kolkata. Driven by robust growth of its flagship soap 'Santoor' and its acquired personal care brand 'Yardley', WCCL posted a 26 per cent increase in its revenue to Rs 879 crore for the quarter ended December 31, 2011. As part of its strategy to maintain the growth rate, the firm is also gradually looking at expanding into the premium range as it also continues focus on the mass products.

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