Wipro Consumer Appoints Rishikesh Agashe as New CEO to Lead Next Phase of Growth

Wipro Consumer Care & Lighting has announced Rishikesh Agashe as its new Chief Executive Officer, marking a key leadership shift aimed at driving the company’s future growth in both domestic and international markets. Agashe brings over two decades of experience in FMCG and strategy, and is expected to play a vital role as the company expands into Tier 2 and Tier 3 cities.

Leadership with a Strategic Focus
Agashe’s appointment comes at a time when Wipro Consumer is strengthening its presence beyond metro markets. Known for brands like Santoor, Chandrika, and Yardley, the company is betting big on rural and semi-urban consumption, which has remained resilient even during periods of urban demand slowdown.

His leadership is expected to focus on innovation in personal care, deepening distribution networks, and leveraging digital channels for consumer engagement.

Who Is Rishikesh Agashe?
Prior to this role, Agashe held senior leadership positions in reputed FMCG firms where he led category expansion, go-to-market strategies, and cross-functional operations. His experience aligns well with Wipro Consumer’s broad portfolio and ambitions in the evolving Indian market.

Industry experts note that his hands-on leadership style and familiarity with grassroots market behaviour make him well-suited to manage growth in Tier 2 hubs like Indore, Nagpur, and Coimbatore.

Market Context and Expansion Plans
India’s consumer goods market is going through a shift—rising rural aspirations, increased disposable income in smaller towns, and growing interest in natural and heritage-based personal care products. Wipro Consumer has hinted at new launches and acquisitions to strengthen its product line, especially in Ayurvedic and sustainable segments.

Agashe’s challenge will be to maintain growth momentum while improving cost efficiency and navigating an increasingly competitive FMCG landscape.

Why This Matters for Tier 2 Cities
With many FMCG firms now treating Tier 2 and Tier 3 towns as growth engines, Wipro’s move signals deeper penetration of branded goods into smaller markets. This translates to more localised marketing, increased distribution employment, and greater availability of affordable premium products.

Conclusion
Rishikesh Agashe’s appointment as CEO comes at a defining moment for Wipro Consumer. As the brand looks beyond metros and adapts to changing consumer behaviour, his leadership will likely shape how everyday products reach and resonate with middle India. The coming quarters will reveal how this leadership change translates on the ground.