Wipro Consumer Care expands household products range

Company seeks to create newer consumption opportunities in household laundry segment with premium products across the wash cycle

Strengthening its portfolio in the personal and household care segment, fast-moving consumer goods major Wipro Consumer Care & Lighting has expanded its range of Safewash, the liquid detergent brand.

Anil Chugh, chief executive at Wipro Consumer Care, said, “We recognise consumer needs are dynamic and there is a steady preference for liquid detergents and fabric softeners among urban consumers. Our attempt is to create newer consumption opportunities in the household laundry segment with premium products across the wash cycle – both pre and post wash.”

Rising household income and lack of time has led to the penetration of washing machines in urban areas which has led to the expansion of the liquid detergents market. The market is estimated to be about Rs 5 billion, growing at 40 per cent per annum. Surf Excel, Ezee and Ariel are some of the leading players in the sector.

As personal and household categories are growing faster than the FMCG average in India, Wipro Consumer Care is scaling up and offering all formats of liquid detergents – for woollen, delicate clothes and machine wash.

“Our liquid detergent is priced closely to detergent powder. Liquid detergent gives you premium wash especially to delicate clothes at a similar cost. With consumers getting a higher quality wash at similar price of a powder will enable them to switch to liquid detergents,” Chugh added.

The company also launched its fabric conditioner, Softouch, in North India.