HYDERABAD: Wipro Consumer Care, a unit of Wipro Ltd, launched a low-calorie sugar substitute on 9 March, stepping into the Rs 75-crore low calorie sweetener segment.
“Andhra Pradesh has been the largest market for us in terms of revenues, and our toilet soap brand ‘Santoor’ enjoys a leadership position in the state. Our other product categories are also maintaining significant growth. Hence we chose Hyderabad for the national launch of Sweet ‘n´ Healthy,” General Manager (business development), Wipro Consumer Care, Nagender Arya said.
The company is currently test-marketing the product in the city and intends to launch it on a pan-India basis in a phased manner, he explained.
“A recent study indicates that there are over 30 million diagnosed cases and another 70 million undiagnosed cases of diabetes in the country,” he said.
Further quoting the study, he said almost 75% of Indian women and 58% men suffer from abdominal obesity.
Thus, proportionate to the rise in the health consciousness, consumers are seeking products that help them lead a healthier life, he said.
“So, we entered into the cholesterol-free and low calorie food additives at this right juncture,” he said.