revolutionary processes of
our company.”
As Vice President of
Sales for Wipro Consumer
Care in India, Neeraj
concentrated on boosting
sales in India, before
relocating to Indonesia in- In the new country,
his challenge as head of
Wipro Unza was complex as he faced the dilemma
of blending different corporate cultures.
“In Indonesia, we effectively had a double
acquisition having acquired Unza, which had, in
turn, acquired the local company Vitalis. So we were
struggling with the brands and cultures of three
companies,” he explains. “We decided our priority
was to focus on the local brands, rather than
introducing Unza’s brands from Singapore and
Malaysia. So, we identified that we wanted to become
the market leaders in female fragrances and feminine
washes and, within three years, we achieved that.”
With the local brands successfully spearheading
the market, Wipro Unza began launching Unza
products earlier this year.
Observing that Indonesian
men usually relied on
generic family brands for
grooming, the company
introduced Romano, a
men’s range including
fragrances, body sprays,
shower gel and shampoos.
Safi, a trusted halal brand
used as a skincare staple by Muslim women in
Malaysia for years, was also launched onto the
Indonesian market.
“Over the next two years, we aim to achieve a
critical position with these two brands,” Neeraj says.
“While we operate on a classical business model it’s
the way we do business that differentiates us. The
persistence required to enter a new market category
is in our DNA. We use a very disciplined and
consistent approach, in the belief that we can bring
better value and products to our consumers.”
Surprisingly, despite his commitment for Wipro
Unza products to become market leaders, Neeraj
doesn’t believe it pays to have the perfect plan. »FAST FACTS- Wipro Unza Indonesia has a state-of-the-art
manufacturing facility and product development
laboratory at Salatiga in Cental Java, which acts as centre
of excellence for fragrance and aerosol products for the
entire Unza Group. - The Indonesia team also draws support from the Regional
Research & Development Centre in Malaysia, which is
one of the best labs for skincare in Asia. The Unza Group
makes significant investments in R&D and employs more
than 200 people in the field.
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