Wipro Consumer Care expands its range of Safewash liquid Detergent

Bangalore, March 19, 2018: Strengthening its portfolio in the personal and household care segment, FMCG major Wipro Consumer Care & Lighting has expanded its range of Safewash, the liquid detergent brand. The company has announced the launch of its new variants - Safewash MATIC series (Liquid detergent) and Softouch fabric conditioner (after wash) in the northern market. Popular Bollywood actress Juhi Chawla, the brand ambassador of Safewash launched the range in Delhi and supported the environment friendly formulation of the product.

Aimed at consumers of urban households who use thewashing machine and prefer liquid detergents, the company is extending thepresence of its Safewash brand to Matic series which can be used through theyear during all seasons. The series includes Safewash Top Load Matic liquiddetergent and Safewash Front Load Matic liquid detergents. Wipro Safewash hasan advanced formulation enriched with the goodness of Neem to provide germ-freeprotection. It does not contain harmful chemicals hence doesn’t shrink or losecolour an shine, keeping the garment soft and fluffy even after repeatedwashes. 

Post the success of Wipro Softouch fabric conditionerin South India, Wipro Consumer Care is extending this product to other regionsof the county as well, particularly the North. Softouch encapsulates fragrancein crystals that stay long after washing and rinsing. The fragrance is releasedin bursts when the clothes touch your skin, making you feel fresh andcomfortable all day long. The brand is available in two variants: Ocean Breezeand Garden Bouquet. 

Said Mr. Anil Chugh, Chief Executive at WiproConsumer Care, “We recognise consumer needs are dynamic and there is asteady preference for liquid detergents and fabric softeners among urbanconsumers. Our brands cater to their specific needs and provide a superiorlaundry experience. We test launched the brand in select markets and foundencouraging results. Our attempt is to create newer consumption opportunitiesin the household laundry segment with premium products across the wash cycle –both pre and post wash. We would like to position Safewash as the total laundryexpert.” 

The recent acquisition of Pahnli detergent brand inChina gives us the technology and formulation to innovate new variants in timeto come, he adds. 

The liquid detergents market is estimated to be aboutRs 360 crore and growing at 41 % per annum.


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