The Hindu Business Line : Wipro bets on wellness segment to grow foods biz<br>Targets Rs 10-crore turnover for the category this year

Expanding its basket of food brands, Wipro Consumer Care and Lighting is expected to cross a turnover of Rs 10 crore this year for its foods category.

Having introduced its honey in lemon and ginger variants, Wipro is betting on the wellness segment for growth in the foods business.

No `me-too' products

Mr Nagender Arya, General Manager, New Business Development, Wipro Consumer Care and Lighting, told Business Line, "We are looking at all aspects in the wellness segment and will be launching more products in the future. Today we are growing at 25 per cent in the foods segment."

However Wipro is not going to be launching `me-too' products in the foods segments and is exploring `non-existing' markets with a `sizeable' opportunity. For instance, there is a possibility of getting in more wellness products such as dietary and health supplements.

Parallel strategy

Having acquired the Glucovita brand from HLL, Wipro is open to more acquisitions, while expanding its own food brand, Wipro Sanjeevani, with more products.

Adds Mr Arya, "We have both an acquisition plan as well as a back-up plan for launching our own products. There is a parallel strategy whereby we would consider acquiring brands as well as having our own wellness products.''

In fact, Wipro intends keeping its acquired brands as stand-alone brands in its kitty while it would continue to expand its umbrella brand of Wipro Sanjeevani, which includes Isabgol and honey variants.

Besides it also continues to treat its age-old vanaspati brand — Wipro Sunflower as a stand-alone brand.

According to Mr Arya, "In spite of vanaspati being a flat category, we have no intentions of getting rid of the vanaspati brand. The brand will continue but with focussed distribution in certain States.''

Eyes niche segments

Meanwhile Wipro intends to capitalise on the growing and niche segments in the foods business.

Having entered the honey category, it intends differentiating itself from the rest with its variants. Besides, it is also hoping to ride its new products on the existing distribution network for its babycare and soaps franchise.

"Today we already have a sizeable distribution network of groceries and chemists. For the rest of our products and our new products will be riding on this chain.''

At the same time, innovation will be the key to the sustenance of its food products. For instance, for its Isabgol, the R&D department at Wipro is exploring options of stretching the product to use it as a base for more product forms.

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