Wipro Consumer Care International (WCCI), the fast-moving consumer goods (FMCG) division of Wipro Enterprises, has signed a definitive agreement to acquire 100% of the shareholding in S Brands Consumer Care Inc., strengthening its position in the Philippine personal care market while accelerating its artificial intelligence (AI)-powered digital transformation strategy across Southeast Asia.
The acquisition marks Wipro Consumer Care International’s second major investment in the Philippines following its acquisition of Splash Corporation in 2019, adding another portfolio of market-leading local brands to its growing regional business.
S Brands is one of the country’s leading personal care companies, with a portfolio that includes KERATINplus, the Philippines’ top hair treatment brand; AlcoPlus, a trusted hygiene brand; DeoPlus, a leader in powder deodorants; Empress hair care; Grips men’s grooming products; and Fiona Cologne, a popular fragrance brand for teens.
The deal strengthens Wipro’s leadership in Southeast Asia while expanding its portfolio across hair care, skin care, hygiene, fragrance, and grooming categories.
AI becomes a core business capability
Beyond expanding its consumer brands, Wipro Consumer Care is positioning AI at the center of its business operations throughout Southeast Asia, with the Philippines identified as one of its strategic growth markets.
The company said artificial intelligence has evolved from an emerging technology into a core business capability that supports marketing, sales, demand forecasting, finance, human resources, and executive decision-making.
According to company executives, AI is already integrated into daily operations across the Philippines, China, Malaysia, Indonesia, and Vietnam, making Wipro Consumer Care one of the region’s early adopters of enterprise-scale AI deployment in the FMCG industry.
One of AI’s most significant applications is in marketing, where it assists teams in generating campaign concepts, developing creative content, analyzing consumer behavior, monitoring social media performance, and identifying customer insights across multiple markets.
The company said these AI-powered capabilities enable faster data-driven decisions while allowing marketing campaigns to be tailored to local consumer preferences.
Beyond marketing, AI is also being used for sales analytics, business planning, financial management, demand forecasting, and workforce management, improving operational efficiency while enabling employees to focus on higher-value strategic work.
Investing in AI talent and innovation
To accelerate enterprise-wide AI adoption, Wipro Consumer Care has introduced structured AI training programs for employees across departments and management levels throughout Southeast Asia.
The company is also developing proprietary AI tools backed by Wipro Enterprises’ global information technology expertise to further expand AI capabilities across its regional operations.
“Our roadmap is clear. We want AI not to be seen as something different. It has to be part of our daily life,” the company said, emphasizing that AI will continue powering data analysis, consumer intelligence, marketing innovation, and business intelligence.
Philippines remains a strategic growth market
Nagender Arya, President East Asia and COO of Wipro Consumer Care International, said the acquisition represents another milestone in the company’s long-term commitment to the Philippines.
“This acquisition is an important milestone in our journey to become one of Asia’s leading personal care companies. As our 10th strategic acquisition, it reinforces our long-term commitment to the Philippines following the acquisition of Splash Corporation in 2019. It also reflects our continued focus on investing in high-growth emerging markets,” Arya said.
He noted that the Philippines is Southeast Asia’s fourth-largest personal care market, offering strong opportunities across hair care, skin care, fragrance, and hygiene, while also providing potential to expand KERATINplus and other S Brands products into international markets.
Dick Sy Ong, Founder and President of S Brands, said Wipro’s global reach and research and development capabilities will help accelerate the company’s next stage of growth.
“S Brands is growing and we’re ready to reach more people in more markets. Wipro has the track record and global reach to help make that happen. And with their proven R&D and innovation, we can give even more to our customers,” Ong said.
Incoming S Brands Chief Executive Amit Kumar Dawn added that the acquisition provides a stronger platform to accelerate growth, improve operational efficiencies, strengthen brand portfolios, and create long-term value.
As Wipro integrates S Brands into its regional business, the company plans to continue embedding AI into its core operations to improve competitiveness, enhance customer engagement, and support sustainable growth across Southeast Asia’s rapidly evolving consumer goods industry.
