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Wipro acquires largest Filipino personal care company Splash Corporation

(L-R) Andy Manotok, Deepak Chandran, Rhodette Y Gamba, Kumar Chander, Wendy Yeh and Marco Manuel B Nieto Wipro Consumer Care, the num...

(L-R) Andy Manotok, Deepak Chandran, Rhodette Y Gamba, Kumar Chander, Wendy Yeh and Marco Manuel B Nieto
Wipro Consumer Care, the number two Personal Care company in Malaysia and owner of the number one Halal facial care brand Safi, has announced the acquisition of Splash Corporation (Splash), a leading Philippine Personal Care company.

This acquisition, the 11th by Wipro Consumer Care and the largest since its acquisition of Malaysian-born company Unza in 2007, is part of the company’s vision to becoming one of the top three players in the Personal Care category across Asia.

Acquiring Splash will strengthen its portfolio of leading brands and completes its footprint across South East Asia. It will also see the Malaysia based business, Wipro Unza, play an even greater role as a regional innovation and manufacturing hub with the company predicting that exports from Malaysia will increase by double digits.

Commenting on the transaction, Mr. Kumar Chander, President – South East Asia and MENA region, Wipro Consumer Care said, “We are excited to announce the acquisition of Splash Corporation today which further strengthens our position in the Philippines, the third largest beauty and personal care market in the region, valued at over USD 4 billion.

Mr Deepak Chandran, Chief Financial Officer – International Business, Wipro Consumer Care, said, “The acquisition is in line with our vision of becoming one of the top three players in the personal care market in Asia and our strategy of investing in market-leading local brands in emerging markets. We see significant opportunity to leverage both companies’ established manufacturing, world-class R&D sourcing capabilities, sales and marketing to drive growth in the Philippines and across the region where we both have strong brand equity.”

Kumar Chander President - South East Asia and MENA
Region Wipro giving his speech
The acquisition enables Wipro to further establish its presence in the attractive and growing Philippine market by leveraging Splash’s distribution capabilities across key categories, as well as in other countries where Splash has a strong presence, such as Indonesia, Vietnam, Hong Kong and across the Middle East.

“We look forward to bringing Splash’s market leading and innovative products to Malaysian consumers and sharing our own leading personal care brands with more people across the region. We’re to achieve this alongside Splash’s passionate and experienced team who have successfully built a leading business over the last 30 years,” said Mr Wendy Yeh, Merger & Acquisitions, Wipro Unza.

Wipro will look at opportunities to share its market leading brands like men’s toiletries range Romano, skin replenishing brand Bio Essence and body lotion brand Enchanteur with more consumers across the region. Similarly, they will look at expanding Splash’s brands to other international markets where Wipro has a footprint, including Malaysia.

Commenting on the acquisition, Dr. Rolando B. Hortaleza, CEO and founder of Splash Corporation, said, “I am pleased that Splash is now part of the Wipro family, giving us immediate access to resources and markets that will fuel faster growth and enable us to unlock the true potential of our products.

Mr Marco Manuel Nieto, General Manager – International Sales & Marketing, Splash Corporation, said, “Wipro shares our approach to building strong brands based on local consumer insights and achieving this with operational efficiency. With Wipro’s marketing expertise and international distribution network, we can share our brands with more people in the Philippines, Malaysia and across the region.”

Splash is the largest Filipino owned personal care player in the market, holding a top five position with well-known and iconic brands across four key categories – whitening, exfoliants, hair care and germicidal. Splash’s brands include SkinWhite, a leading brand in body lotions, Maxi-peel, the number one brand of exfoliants in the market, and Vitress, a leave-on hair conditioner.