After two decades of presence, Vietnam has become one of the most important growth drivers for Wipro's Consumer Care division, playing a key role in its global business system. The market is a significant consumer base and a testament to the group's people- and technology-driven development strategy.

In the broader macroeconomic landscape, Asia currently contributes over 40% of the global GDP and is projected to remain a world growth engine. Within this region, Vietnam stands out as a strategic destination for Wipro, thanks to its open economy, young population, and rapid digitalization.

During his recent inaugural visit to Vietnam, Rishad Premji, Executive Chairman of Wipro Limited, spent much of his time surveying modern and traditional distribution channels in TP HCM. He also met with the local management team. The vibrancy of retail outlets and the increasingly modern consumer trends among the population left a strong impression on the executive.

"Vietnam is a rarely dynamic economy with a scale of over 500 billion USD. Its growth rate is consistently among the region's top, with a population of over 100 million people and a per capita GDP exceeding 5,000 USD," Chairman Rishad Premji remarked.

Rishad Premji, Executive Chairman of Wipro Limited, during an exchange with a VnExpress reporter. Photo: Wipro

Rishad Premji, Executive Chairman of Wipro Limited, during an exchange with a VnExpress reporter. Photo: Wipro

Wipro entered Vietnam in 1996 and solidified its presence in 2007 following the acquisition of Unza. This acquisition marked a milestone, shaping its long-term development strategy in the market. Since then, the company has consistently expanded its personal care product portfolio and maintained double-digit growth for many years.

Assessing the next phase, Chairman Rishad Premji affirmed that consistent growth over nearly two decades, coupled with substantial consumer potential, is a core factor in Wipro's commitment to this market.

"We see that Vietnam has ample room to continue breaking through, expanding our business 3 to 5 times in the coming years," he added.

Wipro's senior leadership team during a supermarket channel survey in TP HCM. Photo: Wipro

Wipro's senior leadership team during a supermarket channel survey in TP HCM. Photo: Wipro

To achieve its growth targets, Wipro focuses on a diverse product portfolio and a strong localization strategy. Rather than applying global formulas, the company empowers its local teams to refine products, meeting rapidly changing consumer tastes, particularly among young customer groups.

This strategy is evident in the market position of its brands. Romano continues to maintain the number one market share in the men's shampoo segment and is among the top 2 in the shower gel and deodorant categories. In the women's segment, Enchanteur is a leading brand in the shower gel industry.

Additionally, international brands like MaxKleen (home care) and Carrie Junior (child care) have quickly expanded their market share since entering Vietnam. This growth momentum is supported by an extensive distribution network across both traditional and modern channels. The company also expands its presence on e-commerce platforms to reach young customer groups.

With its current foundation, Vietnam is not just a consumer market but is also evolving into a research and development (R&D) and manufacturing hub for export. Romano, a brand developed in Vietnam, is now available in over 15 countries, including South Africa. This development is driven by the local workforce and advanced technological application capabilities. In Vietnam, AI is deployed in marketing and other departments to support decision-making and optimize operations.

Summarizing the long-term strategy, Chairman Rishad Premji shared that in a constantly changing competitive environment, brand resilience is determined by the ability to listen and evolve with consumers.

"The combination of global governance standards, advanced technology, and a strong local team is the launchpad for Wipro Consumer Care to continue conquering new milestones in Vietnam," he emphasized.

Wipro's leadership team participates in a tree-planting activity at the VSIP Factory, Vietnam. Photo: Wipro

Wipro's leadership team participates in a tree-planting activity at the VSIP Factory, Vietnam. Photo: Wipro

Currently, Wipro Consumer Care Vietnam owns a brand ecosystem including Enchanteur, Romano, MaxKleen, Gervenne, Bio-Essence, Carrie Junior, and Aiken. The company operates a factory and an R&D center in VSIP 1 Industrial Park (Binh Duong), aiming to provide products that meet consumer needs in the region.

Nhat Le