Wipro plans to relaunch newly acquired soap brand Aramusk as India's men's personal wash market sees exciting growth

LOS ANGELES , November 2, 2011 () – Wipro’s FMCG arm Consumer Care & Lighting is planning to re-launch the Aramusk soap brand, which is acquired from Mumbai’s VVF, Ltd. in June for 20 crore rupees (US$4.3 million) , The Business Standard reported Nov. 3, 2011.

Vineet Agrawal, the president of Wipro’s Consumer Care segment said his team, after studying the market, has determined the brand has a latent equity that can be tapped.

Hindustan Unilever currently leads India’s soap market with a 45%-46% share, followed by Godrej Consumers with 10.1% and Reckitt Benckiser with almost 9%. Wipro, currently in the fourth spot with 8.2%, hopes to regain its third position from Reckitt, according to the article.

In the country, the male grooming market, which includes personal wash, deodarants, after-shave lotions and perfumes, is valued at 1,000 crore rupees

Aramusk is one of India’s oldest deodorant soaps for men, and accounts for 9% to 10% of Wipro’s revenues.

The company’s existing soap brand Yardley reported a double in sales for Q1 for the 2011-2012 year.

The primary source of this article is The Business Standard, New Delhi, India, on Nov. 3, 2011.

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