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Wipro Consumer Care – Ventures invests in LetsShave
MUMBAI: Wipro Consumer Care – Ventures, the venture capital fund of Wipro Consumer Care & Lighting, has signed an agreement to invest in LetsShave Private Limited, who cater to male and female shaving and grooming markets.
LetsShave focuses predominantly on shaving category, and expanding into personal care categories like body care, skin care, electric trimmers, etc. The Company markets its portfolio of products for both men and women under the brand name of LetsShave. It has a strategic tie-up with Dorco, a Korean Company and one of the pioneers in the razor industry, manufacturing world's finest blades since 1955. Dorco has a 10% stake in LetsShave and is a global supplier to companies like Dollar Shave Club.
Mr. Sumit Keshan, Managing Partner, Wipro Consumer – Venture, said, “LetsShave offers high quality products and is a challenger brand in a space dominated by a single large player. They are a promising team with a strong understanding, usage of technology and have the ability to spot niche consumer requirements and respond quickly. Our investment in LetsShave is in line with our strategy of leveraging emerging online opportunities targeting the millennials. We plan to increase our portfolio in innovative start-ups in consumer brands and consumer-tech domains both in India and South-East Asia."
Mr. Sidharth S Oberoi, founder of LetsShave said “We had started our journey four years ago. During this period, we have made a strong presence as well as have received an unprecedented acceptance for our products from our consumers. We are excited to partner with Wipro Consumer – Ventures. Wipro Consumer Care is an established industry player globally having deep insights into the consumer diaspora in India, and we would like to leverage their expertise to chart a strong growth trajectory. We are committed to making LetsShave a sustainable and responsible one-stop solution provider for shaving systems, personal care and grooming for men and women”.
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GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
