Strengthening its portfolio in the personal and household care segment, Wipro Consumer Care & Lighting, a rapidly growing consumer goods giant, has expanded its line of Safewash, the liquid laundry brand.
Anil Chugh, Managing Director of Wipro Consumer Care, said, “We recognize that consumer needs are dynamic and that there is a continued preference for liquid detergents and fabric softeners among urban consumers. Our attempt is to create new consumer opportunities in the household linen segment with premium products throughout the wash cycle, both before and after washing.
The increase in household income and the lack of time led to the penetration of washing machines in urban areas, which led to the expansion of the liquid detergents market. The market is estimated at around Rs 5 billion, with growth of 40% per year. Surf Excel, Ezee and Ariel are among the major players in the industry.
As personal and household categories are growing faster than the average for FMCG in India, Wipro Consumer Care is growing and offering all sizes of liquid detergents – for woolen garments, delicate garments and machine washing. .
“Our liquid detergent is priced close to that of powder detergent. Liquid detergents give you a higher quality wash, especially for delicate clothes, at a similar cost. The fact that consumers get a higher quality wash at a price similar to that of a powder will allow them to switch to liquid detergents, ”added Chugh.
The company also launched its Softouch fabric conditioner in northern India.