Wipro Consumer Care International is expanding its footprint in the Philippines with the acquisition of local personal care company S Brands Consumer Care Inc., bringing together one of Asia’s largest consumer goods companies and the homegrown business behind brands such as KERATINplus, AlcoPlus, DeoPlus, Empress, Grips, and Fiona Cologne.
The company announced that it has signed a definitive agreement to acquire 100% of S Brands Consumer Care, subject to the completion of customary closing conditions and regulatory requirements.
Wipro expands its Philippine presence
The acquisition marks Wipro Consumer Care International’s 16th strategic acquisition globally and its second investment in the Philippines, following its purchase of Splash Corporation in 2019.
For Wipro, the deal is another step in its long-term strategy of expanding through established local brands rather than building new businesses from scratch.
S Brands has built a strong presence in the Philippine personal care market with products spanning hair care, hygiene, fragrances and household essentials. The company has developed a portfolio of brands that are widely available through supermarkets, drugstores, convenience stores and other retail outlets nationwide.
By combining Wipro’s regional scale with S Brands’ understanding of Filipino consumers, the acquisition is expected to strengthen the group’s position in one of Southeast Asia’s fastest-growing consumer markets.
Building on complementary strengths
IMAGE CREDIT: Wipro
During the announcement in Taguig, Wipro executives emphasized that the acquisition is intended to build on S Brands’ existing strengths rather than fundamentally change the business.
Nagender Arya, president for East Asia and chief operating officer of Wipro Consumer Care International, said the Philippine company brings valuable local market knowledge, while Wipro contributes regional experience in product development, research, innovation and brand building.
He said Wipro sees opportunities to support S Brands through its broader capabilities across multiple Asian markets, including research and development, innovation, e-commerce, marketing and consumer insights.
“Our roadmap is to help businesses become stronger by sharing capabilities across the group,” Arya said during the media briefing.
Founder sees opportunity for growth
For S Brands, the acquisition represents the next phase in the company’s growth.
Founder and president Dick Sy Ong said Wipro’s international experience, research and development capabilities, and presence across Asia made it the right partner for the business.
He said the partnership will give S Brands access to a broader network of expertise while allowing the company to continue building brands that resonate with Filipino consumers.
Rather than replacing the local team’s knowledge, Sy Ong said Wipro’s resources will complement what S Brands has already built over the years.
Regional expertise, including AI
Although the acquisition was the main focus of the announcement, Wipro also shared how it is increasingly using artificial intelligence across its regional consumer care operations.
Arya said AI already supports several business functions, including marketing, demand forecasting, business planning, human resources and financial planning. Marketing has become one of the company’s most visible use cases, with teams using AI to generate campaign ideas, analyze consumer insights and evaluate social media performance.
He noted that S Brands already uses AI in parts of its marketing activities, and Wipro intends to build on those capabilities by sharing best practices from 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,” Arya said.
He added that Wipro conducts AI training programs for employees across different markets and plans to extend those learnings to S Brands as the integration progresses.
However, the company did not disclose which AI platforms it uses or provide specific figures on the technology’s impact on sales, productivity or operating costs.
What the deal means
The acquisition reflects a broader trend in the consumer goods industry, where multinational companies are increasingly partnering with established local businesses to accelerate growth in key markets.
For Wipro, acquiring S Brands provides immediate access to trusted Philippine brands and a deeper presence in the country’s consumer care sector. For S Brands, the partnership opens the door to regional expertise, expanded innovation capabilities and access to a larger international network.
As the transaction moves toward completion, both companies say their focus will be on combining Wipro’s regional resources with S Brands’ strong understanding of Filipino consumers to support the next stage of growth.
