Wipro Consumer Care and Lighting (WCCLG), the fast moving consumer goods (FMCG) and lighting division of Wipro, has re-launched Aramusk. Aramusk is one of the oldest soap brands for men in the country and was acquired by WCCLG from Mumbai-based VVF Ltd in June 2011.
Wipro has expanded the brand portfolio from only soap to newer categories and now has Aramusk offerings in talc, deo, shave foam, shave cream etc. The company has announced the launch of the new product range nationally.
The company has also roped in Bollywood film star Shahid Kapoor as the brand ambassador for Aramusk.
“Aramusk is a strategic fit into our personal care portfolio. The relaunch of Aramusk will significantly enhance our presence in male grooming. Aramusk has a lot of latent equity in the market and we intend to tap it. Over the years we have carefully chosen celebrities to endorse our brands and it has worked well for us. Shahid is a leading star in India and fits the brand personality” said Anil Chugh, Senior Vice President - Wipro Consumer Care and Lighting.
Some of the personal care brands in its portfolio include Santoor, Yardley, Chandrika, Enchanteur, and Romano among others.