KUALA LUMPUR: India-headquartered Wipro Consumer Care (WCC) is optimistic of outdoing rival Unilever Malaysia Holdings Sdn Bhd by 2020, in terms of market share and sales of personal care items in Malaysia.
WCC president of southeast Asia and MENA region Kumar Chander said according to estimates by AC Nielsen, WCC’s unit in Malaysia Wipro Unza's market share and sales performance is fast closing in on rival Unilever.
"Based on the market share and sales growth rates we've achieved in Malaysia's market in recent years, we're optimistic of Wipro Unza surpassing our rival to be the top by next year," he said.
According to data for AC Nielsen, Kumar said Wipro Unza has captured 27 per cent market share for skincare products in Malaysia, 25 per cent in facial care, 60 per cent in halal personal care products, 30 per cent in fragrance, 17 per cent in body lotion and 11 per cent in haircare.
He further said Wipro Unza lables such as Enchanteur, Safi, Carrie, Bio Essence, and Romano are market leaders in Malaysia.
When asked on the group's annual advertising and promotion budget, he replied Wipro-Unza allocates about eight to 12 per cent of its RM600 million revenue for that purpose.
Kumar was speaking with reporters after a presentation of the synergistic spillovers in Malaysia's market in view of WCC's purchase of Splash Corp here today.
Also present at the press conference were Wipro chief financial officer of international business Deepak Chandran, Splash Corp chief financial officer Andy Manotok, Splash Corp general manger of international sales & marketing Marco Manuel Nieto and Wipro Unza senior general manager Wendy Yeh.
A week ago, WCC announced that it has signed a definitive agreement to buy Philippine-based personal care company Splash Corp for an undisclosed sum.
Splash, which recorded US$80 million in revenue last year is famed for its SkinWhite – a strong brand in body lotions, Maxi-peel the numero uno brand of Exfoliants, Vitress – a leave-on hair conditioner.
In a press conference held in India, WCC chief executive officer Vineet Agrawal said this acquisition would enable Wipro brands to grow in the Philippines market by leveraging on Splash's distribution strength across market segments.
After the acquisition, Splash founder Dr Rolando B Hortaleza would remain as the consultant and the rest of the team would become part of Wipro Consumer Care.
When asked on Splash's purchase price, Kumar chose to keep it confidential because WCC is privately-held.
He said when Wipro bought into Unza Holdings Ltd 12 years ago, the company was up against more established industry players who were aggressively marketing their brands.
Throughout these years, Wipro-Unza remained conservative. "We stayed on course and sought opportunities that were better suited for us. Our brands like Safi, Enchanteur and Romano have today carved their niche sub-markets," he said.
WCC's halal personal care carried by Safi Enchanteur and Romano include hair shampoos, conditioners, bath and shower gels, cleansers, creams, lotions, talc and baby powders, toners, make up, perfumes, eau de colognes and oral care products.
"Once the Splash acquisition is completed, we will introduce Splash’s bestsellers such as Skinwhite, Vitress and Maxi-peel in Malaysia, hopefully in the second half of the year," Kumar added.