Link

: http://en.wikipedia.org/wiki/Wipro

Wipro Limited (Western India Products Limited[1]) is a Global multinational IT Consulting and System Integration services company
headquartered in Bangalore, India.[5][6] As of December 2014, the company has 154,297 employees servicing over 900 large enterprise &
Fortune 1000 corporations with a presence in 61 countries. [7] On 31 January 2015, its market capitalisation was approximately 1.63 trillion
($26.3 billion), making it one of India's largest publicly traded companies and seventh largest IT services firm in the World. [8]
To focus on core IT Business, it demerged its non-IT businesses into a separate company named Wipro Enterprises Limited with effect from
31 March 2013.[9] The demerged companies are consumer care, lighting, healthcare and infrastructure engineering which contributed
approximately 10% of the revenues of Wipro Limited in previous financial year.[10][11] Recently Wipro has also identified Canada, Brazil,
Australia & South Africa as rapidly growing markets globally and has committed to strengthen the presence in the respective countries over
the next 5 years.
In later part of 2014, Wipros largest ever global services deal in its 5 decade of history worth $1.2 billion was closed by its Canadian team
spearheaded by Rishad Premji from Canadian Energy & Utilities firmATCO.

Early formative years

The company was incorporated on 29 December 1945, in Mumbai by Mohamed Premji as 'Western India Vegetable Products Limited', [12] later
abbreviated to 'Wipro'. It was initially set up as a manufacturer of vegetable and refined oils in Mumbai, Maharashtra, India under the trade
names of Kisan, Sunflower and Camel.[1][13] The company logo still contains a sunflower to reflect products of the original business.
In 1966, after Mohamed Premjis death, his son Azim Premji returned home from Stanford University and took over Wipro as its chairman at
the age of 21.[14][15]
During the 1970s and 1980s, the company shifted its focus to new business opportunities in the IT and computing industry, which was at a
nascent stage in India at the time. On 7 June 1977, the name of the company changed from Western India Vegetable Products Limited, to
Wipro Products Limited.[13]
The year 1980 marked the arrival of Wipro in the IT domain. In 1982, the name was changed from Wipro Products Limited to Wipro Limited.
[16]

Meanwhile Wipro continued to expand in the consumer products domain with the launch of "Ralak" a tulsi-based family soap

and "Wipro Jasmine", a toilet soap.[13]

19661992[edit]
In 1988, Wipro diversified its product line into heavy-duty industrial cylinders and mobile hydraulic cylinders. [13] A joint venture company with
the United States'General Electric in the name of Wipro GE Medical Systems Pvt. Ltd. was set up in 1989 for the manufacture, sales, and
service of diagnostic and imaging products.[17] Later, in 1991, tipping systems and Eaton hydraulic products were launched. The Wipro Fluid
Power division, in 1992, developed expertise to offer standard hydraulic cylinders for construction equipment and truck tipping systems. The
market saw the launch of the "Santoor" talcum powder and "Wipro Baby Soft" range of baby toiletries in 1990.[17]

19942000[edit]

In 1994, Wipro set up an overseas design centre, Odyssey 21, for undertaking projects and product developments in advanced technologies
for overseas clients. Wipro Infotech and Wipro Systems were amalgamated with Wipro in April that year. [17] Five of Wipro's manufacturing and
development facilities secured the ISO 9001 certification during 199495. In 1999, Wipro acquired Wipro Acer. [18] Wipro became a more
profitable, diversified corporation with new products such as the Wipro SuperGenius personal computers (PCs). In 1999, the product was the
one Indian PC range to obtain US-based National Software Testing Laboratory (NSTL) certification for the Year 2000 (Y2K) compliance in
hardware for all models.[19]
Wipro Limited joined hands with a global telecom major KPN (Royal Dutch telecom) to form a joint venture company Wipro Net Limited to
provide internet services in India.[15] The year 2000 was the year Wipro launched solutions for convergent networks targeted at Internet and
telecom solution providers in the names of Wipro OSS Smart and Wipro WAP Smart. [20] In the same year, Wipro got listed on New York Stock
Exchange.[21] In early 2000 Wipro Vice Chairman Vivek Paul and Azim Premji approached KPMG Consulting Vice Chairman Keyur Patel and
CEO Rand Blazer to form an mega-outsourcing joint venture between the two organizations.

2001present[edit]
In February 2002, Wipro became the first software technology and services company in India to be certified for ISO 14001 certification.
[22]

Wipro also achieved ISO 9000 certification to become the first software company to get SEI CMM Level 5 in 2002. [23][24] Wipro Consumer

Care and Lighting Group entered the market ofcompact fluorescent lamps, with the launch of a range of CFL, under the brand name of Wipro
Smartlite.[25] As the company grew, a study revealed that Wipro was the fastest wealth creator for 5 years (19972002). [26][27] The same year
witnessed the launch of Wipros own laptops with Intel's Centrino mobile processor.[28]Wipro also entered into an exclusive agreement
with the owners of Chandrika for marketing of their soap in select states in India.[29][30] It set up a wholly owned subsidiary company viz.
Wipro Consumer Care Limited to manufacture consumer care and lighting products. [31] In 2004 Wipro joined the billion dollar club. [32] It also
partnered with Intel for i-shiksha.[33][34] The year 2006 saw Wipro acquire cMango Inc., a US-based technology infrastructure Consulting firm [35]
[36]

Enabler, and a Europe based retail solutions provider.[37] In 2007, Wipro signed a large deal with Lockheed Martin. [38][39] It also entered into a

definitive agreement to acquire Oki Techno Centre Singapore Pte Ltd (OTCS) [39][40] and signed an R&D partnership contract with Nokia
Siemens Networks in Germany.[41][42] The year 2008 saw Wipros foray into the clean energy business with Wipro Eco Energy. [43][44] In April 2011,
Wipro signed an agreement with Science Applications International Corporation (SAIC) for the acquisition of their global oil and gas
information technology practice of the commercial business services business unit. [45][46] The year 2012 saw Wipro make its 17th acquisition in
IT business when it acquired Australian analytics product firm Promax Applications Group (PAG) for $35 million. [47][48]Wipro is the No. 1
employer of H-1B visa professionals in the United States in 2012.[49]
In 2012 Wipro Ltd. announced the demerger of its Consumer Care & Lighting (incl Furniture business), Infrastructure Engineering
(Hydraulics & Water business), and Medical Diagnostic Product & Services business into a separate company to be named Wipro
Enterprises Ltd.[50][51] Wipro's scheme of arrangement for demerger turned effective from 31 March 2013. [52][53]

Wipro Consumer Care & Lighting[edit]

Wipro Consumer Care and Lighting (WCCLG), a business unit of Wipro Limited operates in the FMCG segment offering a wide range of
consumable commodities. Established in 1945, the first product to be introduced by WCCLG was vegetable oil, later popularised under the
brand name "Sunflower Vanaspati". It offers personal care products, such as Wipro Baby Soft and Wipro Safewash, toilet soaps like Santoor
and Chandrika as well as international brands like Yardley.[61] Its portfolio of lighting solutions includes products like Smartlite CFL, [62] LED,
emergency lights and more.[63]
Through its customer-centric products and acquisitions, Wipro Consumer Care and Lighting has become a fast-growing company in the
FMCG segment

Link http://www.livemint.com/Companies/HKwMMazq8DdVzdljeafY8K/RishadPremji-guides-Wipros-shift-to-SMAC.html?utm_source=copy

Wipro Ltd chief executive officer (CEO) T.K. Kurien and Rishad Premji, head of strategy and son of chairman Azim Premji, presence in the social, mobile, analytics
and cloud (SMAC) areas, the newly appointed chief operating officer, Abid Ali Neemuchwala]

Link http://rajeshaithal.blogspot.in/2009/02/santoor-soaps-overtakes-lux-insouth.html
The flagship brand of the consumer care division is 'Santoor'. Since its launch in 1986 the brand has been doing quite well in the
fiercely competitive soap business dominated by HUL. The industry estimates the brand to be worth more than Rs 500 crore. But
the big news is that it has become No 2 brand in the south edging out Lux. (It is the largest selling brand of soap in Andhra).
Nielsen data shows that it has 15.6% market share in south versus 12.4% of Lux. The fact that it has overtaken Lux is something
which is commendable, looking at the history and support which a brand like Lux receives with Prinka chopra and Ashiwarya Rai
being the brand ambassadors for Lux. Wipro plans to leverage the brand by extending the brand into new categories like creams,
moisturizers, body sprays and washes, after the relaunch of the brand.
The company website describes the brand as "a truly unique soap that combines the goodness of natural ingredients - Sandal,
Turmeric and natural Skin Softeners". The long standing positioning of the brand has been - a skin that is so healthy and beautiful,
it lies about your actual age !. The product is available in three variants, Santoor (Sandal & Turmeric), Santoor White (Sandal &
Almond milk) and Santoor Chandan. They have extended the brand into talc, face wash and fairness cream.
For me santoor is an addition to my list of sucessful Indian brands which have done well against competition from much larger
multinational companies. And as a marketer it is obviously interesting to find out more about how the brand become number two
overtaking Lux which obviously has spending more money on ad and promotions. A successful case of low cost marketing....

Link http://www.marketing91.com/25-years-of-santoor-and-their-campaignstowards-the-evolution-of-indian-women/
Santoor, was launched by Wipro in 1986 and targeted the Indian womans age old beauty regime with the primary
ingredients of sandalwood and turmeric. In the next two decades Santoor became the third largest selling popular soap in
India and the most commercially successful natural soap brand with a market share of almost 9% of the large toilet soap
market. Over the years variants of Santoor soaps were launched to appeal to different consumer segments.
As a brand Santoor managed to stay relevant to consumers by innovations on product form, packaging, fragrance etc. which
have helped the brand grow and garner a contemporary and relevant loyal user base. Santoor was re-launched with the
promise of everlasting beauty and a superior, longer lasting perfume which left the skin softer. Today Santoor is present in
categories like face wash, talc, deodorants, hand washes etc., in the soap category it has variants like Santoor Sandal and
Almond Milk, Santoor Glycerine & Santoor Chandan.
In the year 2006Santoor became the third largest selling soap in India. During this time Santoor steadily became
synonymous with younger looking skin. An image enhanced by a series of extremely catchy advertisements, where the
protagonist, a married woman with a child was often mistaken for a college girl. The times changed and so did the Indian
woman. She was no more the simple housewife who stayed at home and looked after the kids. As the years went by she
became more educated, more outgoing and career oriented. However the brand imagery of mistaken identity stayed constant
even while the Santoor woman moved on from being a homemaker to a woman who excelled in her career as much as she
excelled as a mother.
Through the years, as the brand grew, so did the imagery. The Santoor woman now rubbed shoulders with celebrities Saif Ali
Khan and Madhavan in the ads. She had a glamourous career- where she was not only appreciated for her beauty but was
acknowledged for her achievements, both in her career as well as a mother. It was an image that not only made Santoor
extremely popular in its core market of Andhra Pradesh, Karnataka, Kerala and Maharashtra, it became aspirational for
women in newer markets in the north and east of India. Through the years the Santoor woman has been both irresistible and
aspirational for every Indian woman and has grown to aRs.1000 crore brand which is now exported to 15 countries.

Link http://www.indiaretailing.com/FoodGrocer/7/42/81/10478/Food--GroceryForum-2014

model PITA (Population, Incidence, Transactions, Amount), which has been actively used to define
shopper-centric behaviour. He gave an insightful example on how the number of shoppers baskets can
be drilled down to the Amount that the brand has been able to generate out of them (the baskets).
The master class also discussed an FMCG MNCs strategy to increase the amount by increasing the size
of product (upsizing), what is the business opportunity? and who is the shopper?, and gave insights on
various categories of shoppers such as Category Acceptors, Category Rejecters; within Category
Acceptors he categorised them into Brand Loyalists, Switchers and Rejecters. The audience pitched in
with their experiences on below the line and above the line customer purchase behaviour, and how
companies are able to influence consumer behaviour.

Link http://www.slideshare.net/ArunKhedwal/1-market-research-arunbalkrishna-khedwal
ORG Marg brand equity survey

Private final consumption expenditure (PFCE), an official estimate of consumer spending, slowed to 3.68%,
according to India Ratings, a part of the Fitch Group.
Expansion and new launches
The year will see consumer companies increase their reach into the interiors of India. Firms will also launch more
products and widen their portfolio as they get into new segments and categories, according to Abheek Singhi, leader
of the consumer practice and India partner at Boston Consulting Group (BCG). For instance, Procter and Gamble has
a presence in 14 categories in India that include detergents such as Tide, Ariel and shampoos such as Head &
Shoulders. Its Cincinnati-based parent has products in 24 categories. In the coming years, the company plans to
introduce its entire portfolio, with the exception of toilet paper, in India, Shantanu Khosla, managing director of P&G
India, had said in a September interview. Besides, consumer and retail companies are also expanding into new
geographies and categories. Hindustan Unilever Ltd (HUL) recently launched Dove hair oila segment hitherto
dominated by companies such as Marico Ltd, known for Parachute hair oil, and Dabur India Ltd that sells Vatika.
Emerging segments and trade channels
Growth will come from the fringescategories that are not among the mainstayssuch as oats, conditioners, liquid
fabric conditioners, and liquid soaps and face wash compared with staple soaps and deodorants. Five categories that
have witnessed the highest growth in their contribution between calendar year 1999 and calendar year 2010 are
biscuits, refined edible oils, salted and savoury snacks, mosquito repellents and skin creams. We note that these

categories witnessed increase in penetration, consumer shift from loose to packaged products or unbranded to
branded products, said the ICICI Securities report cited earlier. It identified the five categories that witnessed the
maximum drop in their contribution as toilet soaps, packaged tea, detergent cakes and bars, toothpaste and
confectionery (toffee and hard boiled candy). Channels including modern trade (comprising hypermarkets and
supermarkets) account for 5-7% of the overall retail market and are expected to double to 10-12% in the next three
years, according to a Mint estimate based on forecasts from BCG, Ernst and Young Pvt. Ltd, Deloitte Haskins and
Sells, KPMG Advisory Services Pvt. Ltd, Technopak Advisors Pvt. Ltd and Booz and Co.
Read more at: http://www.livemint.com/Industry/LyNBizkuOMdmThw6iaoGbN/Five-trends-that-will-drive-FMCGgrowth-in-2013.html?utm_source=copy
Read more at: http://www.livemint.com/Industry/LyNBizkuOMdmThw6iaoGbN/Five-trends-that-will-drive-FMCGgrowth-in-2013.html?utm_source=copy
Read more at: http://www.livemint.com/Industry/LyNBizkuOMdmThw6iaoGbN/Five-trends-that-will-drive-FMCGgrowth-in-2013.html?utm_source=copy

http://retailview.in/blog/tag/fmcg/
Wipro Consumer Care relaunches Aramusk
November 8, 2012
Wipro Consumer Care and Lighting (WCCLG), the fast moving consumer goods (FMCG) and Lighting division of
Wipro, has re-launched Aramusk.

Aramusk is one of the oldest male soap brands in the country and was acquired by WCCLG from Mumbai-based VVF
Ltd in June 2011. Wipro has expanded the brand portfolio from only soap to newer categories and now has Aramusk
offerings in Talc, Deo, Shave Foam, Shave Cream etc. The company has announced the launch of the new product
range nationally.
The company has also roped in leading film star Shahid Kapoor as the brand ambassador for Aramusk.

Aramusk is a strategic fit into our personal care portfolio. The relaunch of Aramusk will significantly enhance our
presence in male grooming. Aramusk has a lot of latent equity in the market and we intend to tap it. Over the years
we have carefully chosen celebrities to endorse our brands and it has worked well for us. Shahid is a leading star in
India and fits the brand personality said Mr. Anil Chugh, Senior Vice President, Wipro Consumer Care and
Lighting.
On his association with Aramusk, Shahid Kapoor said, It gives me great pleasure to be associated with Aramusk. I
believe brand endorsements are partnerships which go beyond what one sees on TV and Print. Aramusk is an iconic
mens brand which is being re-launched with a wide range of high quality grooming products. It is indeed exciting to
partner with Aramusk as it enters the market with a new focus and fantastic products. I look forward to making our
association a mutually excellent one.
Wipro Consumer Care and Lighting has consistently grown ahead of the industry due to both organic and inorganic
strategies. Leading personal care brands in its portfolio include Santoor, Yardley, Chandrika, Enchanteur, and
Romano among others

http://www.business-standard.com/article/management With growth in excess of 20

per cent, it remains one of the most aggressive personal care brands in
India. Santoor fromWipro Consumer Care & Lighting (WCCL) currently clocks revenues in
excess of Rs 1,000 crore and is the largest brand in the companys portfolio. Analysts
estimate it could touch the Rs 1,500-crore-mark in two years, provided it continues to
maintain its trajectory of growth.
Wipro officials say they have taken a number of initiatives in the past few years to
expand Santoors franchise and appeal. In a competitive market such as personal wash,
this is clearly not easy since rival brands are also deploying strategies to woo traders as
well as consumers. Yet, Wipro has made some bold moves such as moving beyond its
core markets of the south and west as well as pushing its presence aggressively into
rural areas in short doing everything to position Santoor as a national brand.
Anil Chugh, senior vice-president, WCCL, says the company today has 30 depots (where
it stocks the product before shipping it to wholesalers) across the country and a retail
reach of over a million and a half outlets. A few years ago, the number was far lower. It
continues to add consumers especially in rural areas where the brands promise of
younger-looking skin appears to have caught on. While Santoors overall market share
(urban and rural put together) is almost nine per cent in soaps, after Hindustan
Unilevers Lifebuoy and Lux whose shares are 15 per cent and 14 per cent, respectively,
its share in rural areas is higher than in urban areas. Chugh does not give specific
numbers, but says Santoorsrural market share is almost two times its urban market
share.
Analysts say that Wipros strategy of expanding into rural areas is well thought out
given the clutter of personal care brands in urban India is higher than in the

countryside. In the past few years, the number third, fourth and fifth-ranked soap
brands, that is, Santoor, Dettol and Godrej No 1, have all turned their attention to the
hinterland, as urban shop shelves get increasingly crowded with an array of products
from local and international players. Of these, Santoor and Godrej No 1 have been most
aggressive in their quest to expand their rural presence using the platform of beauty to
make inroads into rural households.
The beauty segment at 50 per cent is the largest in the Rs 10,000-crore soaps market in
India, followed by health at about 25 per cent. While health as a category has grown
faster than beauty in the past few years, the latter still has a decent pace of growth at
about 10-15 per cent per annum, say industry experts. Santoor, say Wipro officials, has
been consistent with its promise of delivering younger looking skin over the last 25
years (it celebrated its silver jubilee last year). Santoor has never deviated from this
promise best epitomised by the mistaken identity ads where a mom is mistaken to be a
college girl thanks to her youthful skin, says an official from a rival personal care
company.
Besides driving home this brand promise, Wipro has also attempted to personalise the
experience for consumers especially in rural India with on-ground events, trial runs and
community initiatives.
In urban areas, in contrast, Wipros strategy has been slightly different, using emerging
categories such as face wash, handwash, deodorants, hand and body lotions, night and
day creams, sun screen lotions etc to drive penetration.
Growth rates in each of these segments is over 15-20 per cent per annum and as
hygiene habits change, these categories will be the ones to watch out for, says
Pinakiranjan Miishra, partner & national leader, retail & consumer products, Ernst &
Young. Wipro is also using categories such as deodorants, creams, hand and body
lotions, sun-screen lotions etc to position itself as a skincare brand, an attempt to widen
its base of consumers. Experts say beauty and skincare are attributes that complement
each other well and Santoor has taken good advantage of this by packaging its products
with the goodness of natural ingredients such as sandalwood, turmeric, almond and
honey to attract the attention of consumers who are tired of products packed with
chemicals perceived as being harmful for the skin.
The original Santoor bar soap is all about the goodness of turmeric and sandalwood
and how these ingredients can enhance one's beauty, says Chugh. Over the years,
there have been variants to the original bar soap as well as extensions into other
categories using natural ingredients as a base, he says.
Wipro is now readying itself to take Santoor into shampoos - something it has been testmarketing in Andhra Pradesh. While Wipro will use its existing distribution network to
push Santoor shampoos, the road ahead is not likely to be easy given the stiff
competition from HUL, Procter & Gamble and players such as CavinCare, whove been
around for a long time and built strong positions in the category.

In shampoos, HUL has a 45-46 per cent market share to P&Gs over 25 per cent market
share. CavinCare, on the other hand, has a 11 per cent share in shampoos. /santoor-srural-march-113020600072_1.html

http://www.marketing91.com/market-research-process/
http://articles.economictimes.indiatimes.com/2009-07-23/news/28441141_1_soapbrand-soaps-market-first-quarter
http://articles.economictimes.indiatimes.com/keyword/santoor