Wipro Consumer Care is entering new categories such as liquid dishwash and kids toiletries under two new brands with separate online and offline strategies.
For instance, it is bringing in the Carrie Junior brand of kids soaps from its acquired portfolio from Unza, which will have an exclusive online presence. On the other hand, an indigenous liquid dishwash brand has been created by the name of Giffy, which will get launched in the traditional trade.
Giffy is being pitted against HUL’s Vim and Jyothy Labs’ Pril in the ₹400-crore dishwash category. It is currently being test marketed in Kerala and has been created by Wipro unlike most of its acquired brands which includes its flagship brand of Santoor and others like Yardley.
Anil Chugh, Chief Executive, Consumer Care Business, Wipro Consumer Care & Lighting, said: “We have created our own dishwash brand which will have parity pricing with the market leader Vim. Liquid dishwash is an urban cleaning category. Giffy has been launched in Kerala and will eventually be made available through more than 10 lakh retailers across the country.’’
Currently, HUL’s Vim is the market leader with a 60 per cent share in the dishwash category.
In kids toiletries, however, Wipro is bringing in more brands under Unza with Carrie Junior being its latest brand. Singapore-based Unza was acquired in 2007, yet Wipro has been slow in bringing its brands to India.
“We are targeting kids in the 3-11 age group with a range of toiletries from Unza in Malaysia which will be only sold through the e-commerce sites. There are not many kids’ brands, addressing the 3-11 age group so we hope to create a niche in this segment,’’ added Chugh.
Wipro is making sure it does not bring in brands from the Unza stable which are likely to clash with its own. “There are almost 40 brands with Unza but we are not planning to bring in all of them.
“For instance, there is a brand by the name of Romano in male grooming, but we already have our own brands like Yardley and Aramusk range with soaps and shaving creams,’’ he said.