
News Analysis
Wipro Consumer Care forays into South Africa with Canway
acquisition
Continuing to ride on an aggressive acquisition strategy, Wipro Consumer Care &
Lighting (WCCL) has made inroads in the South African market, with the buyout of
the country’s flagship personal care company Canway. This is the 12th acquisition
for the Bengaluru-headquartered firm in 16 years. It has spent close to $950
million in acquisitions so far. “For us, it is a good entry as South Africa has the
second largest GDP in Africa and it has the largest personal care market in the
continent,” said Vineet Agrawal, chief executive officer (CEO), WCCL. The
consumer care company so far has had a muted presence in Africa, with its iconic
Santoor brand sparsely available in Egypt and Sudan.
With this acquisition, WCCL gets access to Canway’s brands such as Oh So
Heavenly, present in the bath and hand creams segment, IQ, a derma skin care
brand, Iwori, an organic brand, and Dr Sole, which is into foot care. As part of the
deal, WCCL will also acquire the manufacturing facility of Canway located in
Durban. The Canway brands, valued at $21 million in terms of sales, are exclusive
to a health and beauty chain called Clicks, and constitute 30 per cent of the South
African personal care market. “The Clicks brand is also present in other countries
such as Namibia, Seychelles, and Ghana, and as Clicks expands Canway will also
expand with it,” said Agrawal, adding the acquisition gives the company
advantage to Canway products in other parts of the world. WCCL is also
evaluating to bring the product portfolio to India.
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Wipro Consumer Care forays into South Africa with Canway acquisition