Wipro to expand in male grooming segment

Wipro's FMCG division is gearing up for bigger play in the male grooming segment, which it had entered last week with the launch of 'Aramusk' soap, by extending the brand into a slew of products for men in the next six months.

The company said it has also signed on Telugu superstar Mahesh Babu as the brand ambassador for its popular soap brand 'Santoor' for the next two years.

Last week, Wipro Consumer Care and Lighting (WCCL) re-launched the Aramusk soap for men, which it had bought along with the Moloy brand from Mumbai-based VVF Ltd, for an amount estimated to be around Rs 25 crore in 2011.

"For the next few months we will be focusing on the Aramusk brand. We are launching more male grooming products under the brand," Wipro Consumer Care and Lighting (WCCL) Senior Vice President Anil Chugh told PTI.

He further said the company is planning to extend the brand into other products, including shaving gel, deodarants and face creams.

"We plan to go pan India for Aramusk in the next six months. We have launched only in Kolkata. We will gradually move into other parts of the country," he said.

Driven by robust growth of its flagship soap 'Santoor' and its acquired personal care brand 'Yardley', WCCL posted a 26 per cent increase in its revenue to Rs 879 crore for the quarter ended December 31, 2011.

As part of its strategy to maintain the growth rate, the firm is also gradually looking at expanding into the premium range as it also continues focus on the mass products.

"Most of our products have been for the masses but recently we have extended 'Santoor' and 'Chandrika' into the glycerine  range. These have been positioned into premium category. We want to keep a balance between both mass and the premium," Chugh said.

At present, the regular Santoor range is priced at Rs 19 for a 90 gm soap while 'Santoor Glycerine' is sold at Rs 28 per 75 gm.