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Business News/ Companies / News/  Wipro Consumer to launch online-only brands from overseas portfolio in India
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Wipro Consumer to launch online-only brands from overseas portfolio in India

For the company, the India market registered a 13.5% growth year-to-date till the December quarter. Demand was led by brands such as Santoor and Max Kleen floor cleaners, among others.

Wipro Consumer Care and Lighting operates mainly in personal care, skincare, home care, and lighting categories.Premium
Wipro Consumer Care and Lighting operates mainly in personal care, skincare, home care, and lighting categories.

NEW DELHI: Packaged consumer goods company Wipro Consumer Care and Lighting may introduce more online-only brands in India and bring products from its overseas portfolio to online channels in the country, chief executive Vineet Agrawal said.

Vitress hair products and Bio-Essence skin-care products, sold largely in East Asian markets, could be launched online in India, Agrawal said at a virtual roundtable on Thursday.

“What we will see a lot more going forward is brands on e-commerce. And we may just launch, or we are considering launching brands, which are just on e-commerce," Agrawal said.

Agrawal expressed confidence in e-commerce becoming a viable channel, and added that the company may bring to India Vitress, a hair conditioning and freshening product sold in the Philippines through an e-commerce launch. “We have a brand, Bio-Essence; it is the number one skincare brand in Malaysia and Singapore. We are evaluating whether we can launch it only in e-commerce with multiple categories," said Agrawal.

The pandemic has aided consumer adoption of online shopping. Consequently, more FMCG companies such as Marico Ltd, Nestle India and Dabur India are either building more direct-to-consumer brands or initiating internet-first launches.

At the end of the December quarter, contribution of e-commerce to overall FMCG sales in India stood at 2.8%. In the metros, it was much higher at 7.5%, according to data shared by NielsenIQ’s Retail Intelligence team.

For Wipro, e-commerce sales in the current fiscal more than doubled over last year. “There are products which for us, are getting more than 10% from e-commerce now. In toilet soaps, contribution is much lower because it is a low-value item, and it is easily available across corner outlets. But for something such as perfumes or lotion, the percentage coming out of e-commerce is much higher; it goes into double digits,"Agrawal said.

Wipro Consumer Care & Lighting sells Santoor and Chandrika soaps, Glucovita energy drink, apart from home care products such as Safewash liquid detergent, Softouch fabric conditioner and Yardley talcum powder and deodorants. It also sells packaged consumer goods in 20 countries across Asia, Africa, and West Asia. Its 2019-20 sales revenue stood at $1.09 billion.

India contributes 46% of Wipro Consumer Care & Lighting’s business with the rest coming from international markets.

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ABOUT THE AUTHOR
Suneera Tandon
Suneera Tandon is a New Delhi based reporter covering consumer goods for Mint. Suneera reports on fast moving consumer goods makers, retailers as well as other consumer-facing businesses such as restaurants and malls. She is deeply interested in what consumers across urban and rural India buy, wear and eat. Suneera holds a masters degree in English Literature from the University of Delhi.
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Published: 04 Mar 2021, 05:12 PM IST
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