Wipro Singapore Pvt Ltd, which is part of the Wipro Consumer Care and Lighting, has acquired the Chinese FMCG firm Zhongshan Ma Er in an all cash deal. The aim of this acquisition is to increase the company's position in South China's market and to add on more brands to its portfolio. Post acquisition, Wipro Unza, the South East Asian arm of Wipro Consumer Care and Lighting, is expected to touch an annual run rate of close to $150 million. After this acquisition, Wipro Consumer Care's international business will contribute 55 per cent of its total global revenues.
Wipro Unza has a significant presence in China with brands like Enchanteur and Romano and the company enjoys a leading position in the personal wash and deodorant categories in Guangdong and Hainan provinces of the country. On the other hand, Zhongshan Ma Er has a major presence in China and Hong Kong and its brand portfolio includes leading personal care brands and, bath and shower products, along with fabric care products.
“We already have a strong presence in China and are committed to this market. We also have a strong manufacturing foothold there. This acquisition will help us to a strong number three position in the bath and the shower market in southern China, besides strengthening our fabric care business there. The acquisition will also help us grow in the tough Chinese market and we would be able to leverage Ma Er’s strengths in marketing, R&D and distribution in Chinese cities. Over the years we have been adding number of brands and products in our portfolio and have had successful acquisitions such as Glucovita, Chandrika, Unza, Yardley etc,” said Vineet Agrawal, chief executive officer, Wipro Consumer Care and Lighting and executive director, Wipro Enterprises, while making this announcement in Bengaluru.
Interestingly Wipro Consumer Care and Lighting has a strong global presence and is present in 18 countries, predominantly the SAARC countries, ASEAN and MENA regions and in the UK. It also has manufacturing facilities across China, India, Indonesia, Malaysia and Vietnam and has R&D centres in India and Malaysia. Santoor, Chandrika, Glucovita and Wipro Smartlite are some of its popular brands.