Information Technology Company, Wipro (News - Alert) Limited signed an agreement to acquire Promax Applications Group (PAG), a specialist in trade promotion planning, management, and optimization solutions. The newly formed entity will be called Wipro Promax Analytics Solutions Pty Ltd.

The deal, as indicated, was signed for a total purchase consideration of AUD 35 Million. Avendus Capital acted as the exclusive financial advisor to Wipro on this transaction. Completion of the acquisition is subject to customary closing conditions and regulatory approvals. Wipro expects to close the deal in the current April-June 2012 quarter.

 “Analytics is a key growth driver of Wipro’s growth strategy. The acquisition of Promax Applications Group will strengthen Wipro’s positioning and capability in management, analytics & optimization of trade promotions, and further extends our leadership in analytics and information management services,” K.R Sanjiv, senior vice president and Global Head of Analytics and Information Management of Wipro, said, in a press release.

Sanjiv also believes that by combining PAG’s deep industry expertise with Wipro’s proven experience in delivering end-to-end large business solutions to global clients, customers can have maximum ROI of Trade Promotion spends.

A recent study has estimated that consumer focused companies spend 12 to 25 percent of their gross annual sales on trade promotions. Organizations are increasingly leveraging analytics to enhance effectiveness and maximize the return on investment (ROI) of their money spent on trade promotions. PAG will help Wipro to differentiate its offerings in the trade and marketing management space through an added value proposition. The combined entity will provide clients access to an enhanced portfolio of technologies and solutions, and provide employees enhanced training, growth and career opportunities.

"We are excited and proud at the prospect of joining Wipro which is recognized globally for its comprehensive portfolio of services and strategic focus on advanced analytics capabilities,” stated Don Nicol, chief executive officer of PAG, in a statement.

Wipro Limited is the first PCMM Level 5 and SEI CMM Level 5 certified IT Services Company globally. Wipro also has a strong presence in niche market segments of Infrastructure Engineering and Consumer Products & Lighting. Recently, Wipro Technologies (News - Alert), the Global Information Technology, Consulting and Outsourcing business of Wipro Limited, announced the appointment of Suchira Iyer as its Chief Marketing Officer of IT Business.