Wipro Consumer Care and Lighting has marked its 15th acquisition by securing the Jo, Doy, and Bacter Shield brands from VVF (India) Limited. This latest move, the company's third acquisition in the past twelve months, strategically expands Wipro's presence in the personal wash segment within the Indian retail landscape.
The acquisition positions Wipro for significant growth in the personal wash sector, with Jo serving as a key brand in the North, East, and West markets, Doy operating in the premium segment with unique positioning, and Bacter Shield offering an antibacterial range of soaps and handwashes. These combined brands reported revenues exceeding Rs 2100 million during FY23.
Vineet Agrawal, CEO of Wipro Consumer Care and Lighting, and MD of Wipro Enterprises said, "We are thrilled to welcome the noteworthy personal wash brands of Jo, Doy, and Bacter Shield into the Wipro family. With a diverse array of brands and Wipro’s robust distribution network, we are positioned to fortify our market presence and propel growth. These brands complement our existing portfolio and will give us a stronger foothold in the key markets."
Rustom Godrej Joshi, Chairman and MD of VVF (India) Limited said, "The divestment of Jo, Doy, and Bacter Shield to Wipro aligns with our focus on optimizing our portfolio and underscores our confidence in Wipro's ability to nurture and elevate these brands. This alliance reflects our commitment to delivering value to consumers and marks a significant step in our strategic business evolution."
Neeraj Khatri, Chief Executive of Wipro Consumer Care and Lighting in India and SAARC Business said, "The addition of Jo, Doy, and Bacter Shield to our portfolio reinforces our commitment to enhance our offerings in the personal wash category in India and SAARC markets. This move not only expands our product offerings but also strengthens our position as a leading player in the region, enabling us to better serve the evolving needs of our consumers."
The Jo brand, known for its natural, fresh, and premium ingredients, currently offers five variants, including Lime, Almond, Sandal, Rose, and Neem. Doy soap comes in three variants—Aloe Natural, Hydrating Milk, and Honey Glow. Bacter Shield, focused on hygiene and protection, offers an anti-bacterial range of soaps and handwashes.
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