Wipro Consumer Care Middle East, regionally headquartered in Dubai, UAE, as Wipro Yardley FZE, holds diverse business interests encompassing the manufacturing, marketing, and distribution of an extensive range of personal care goods and household products. These ventures extend across multiple territories, including the Middle East, and North Africa, as well as countries in the Indian Subcontinent, Far East, and Australasia regions. Marking its entry into the region in 2004, Wipro Consumer Care commenced its operations with the flagship brand Santoor, paving the way for its successful journey in the market.

Wipro Consumer Care is part of the Wipro group, a global IT and Consumer goods major with headquarters in Bangalore, India, that comes with over 75 years of rich history. A group with a trusting leadership, practicing diversity and inclusion, and hungry for growth. It has a Global workforce of 10,000 + with offices in more than 19 countries. 59% of the workforce consists of women employees.

With the strategic acquisition of UNZA Group in 2007, followed by the acquisition of Yardley London in 2009, Wipro Consumer Care has solidified its influential presence within the Middle East region. As of 2020, the amalgamation of both UNZA and Yardley London entities in the UAE has culminated in Wipro Yardley FZE becoming a united and dynamic force in the market.

Wipro Yardley holds a prominent position as a major player in both the personal care and fragrance segments, boasting a remarkable portfolio of global iconic brands. With a robust presence in key categories such as body lotions, talcum powders, perfumes, soaps, body sprays, and deodorants, the company commands a substantial market share. The product offerings are uniquely crafted to appeal to diverse multi-ethnic consumer segments, fostering strong consumer loyalty. Within its distinguished portfolio are leading brands, including Enchanteur, Yardley London, Izzi, MaxKleen, and Santoor.

The enduring success of Wipro Yardley is built on its unwavering commitment to high standards and values, enabling it to provide high-quality products for generations. As we continue to grow, we maintain a strong connection to our purpose, values, and principles, fostering a deep understanding within our consumers. We are dedicated to being the best and giving our best, for our customers, for each other, and for the world we inhabit, firmly believing in the strength of mutual success. At the heart of everything we do, responsibility and integrity guide our actions.

Driving sustainable growth is at the core of our approach, guided by strategic imperatives and growth drivers. We prioritize investments in our core strengths while adapting to changing consumer needs and leveraging the power of digital technologies to enhance our work and leadership culture. Embracing sustainability, the company operates with a dedication to environmentally friendly practices.

Milestones

• 1945 – Wipro was incorporated on December 29th, 1945 by Mohammed Hashem Premi as “Western India Vegetable Products Limited”
• 1946- Our humble beginnings! Launch of the Amalner Factory
• 1988- Wipro relaunched the W logo and introduced the Rainbow flower with a new promise statement
• 1967 – Azim H Premji takes over the company, appointed as the MD
• 1991 – Wipro Lighting- New division launched
• 2001 – Azim Premji Foundation Launched
• 2004 – Wipro Consumer care enters GCC market with brand Santoor
• 2007 – Wipro makes it first venture in the International market with the Acquisition of UNZA Holdings
• 2009 – Wipro acquires brand Yardley London in Middle East & India region
• 2012 – Wipro acquires brand Yardley London in UK region
• 2017 – Wipro recasts logo, values to mark new brand identity
• 2018 – Wipro Consumer Care and Lighting business crosses USD 1 billion revenue
• 2020 – Merger of Wipro UNZA Middle East into Wipro Yardley FZE
• 2022 – Wipro forays into Foods Business with the acquisition of Nirapara spices in India and GCC
• 2023 – Wipro Group achieves INR100 billion in Sales turnover