About Us: Wipro Promax

About Us

The Consumer Goods (CG) industry makes significant investments in trade promotions to enhance sales. With an estimated 15-25% of revenue spent on promotional activities, executive boards demand better return on investments (RoI) on trade promotions. Promax enables trade promotion management and optimization (TPM/O) with solutions and services that are explicit and unique to businesses of all sizes and strengths. Our focus is on making businesses future ready.

In order to run effective promotions, companies need to manage and analyze multiple data sets effectively to gain insights that can help drive superior decision making.

Wipro’s solution Promax, helps companies manage and optimize end-to-end trade promotions. Promax drives the following benefits for customers:

Enhanced sales and
revenue growth

Improved bottom line profitability by minimizing costs incurred

Transformed consumer experience and improved customer loyalty

Our History

  1. 1989

    Promax Applications Group (PAG) was founded in 1989 and soon became a world–leading specialist in trade promotion, total volume planning, management and optimization solutions. With headquarters in Australia and offices in Central Europe, the United Kingdom and North America, PAG built an impressive portfolio of global consumer goods clients.

    The three founders and shareholders of Promax Applications Group Pvt. Ltd have been extensively associated with the fast moving consumer goods (FMCG) industry. Their experience in consulting, account management and software development equipped Promax leadership with unique credentials - as providers of a world class software solution.

  2. 2007

    In 2007, Promax Europe Ltd. was established as the first Promax European operation, based near Birmingham in the United Kingdom.

  3. 2009

    This was followed in 2009 with the opening of Promax Central Europe based in Kaiserslautern. The Central European operation also expanded in 2010 to include an office in Lindhorst, near Hannover. The main office for Central Europe moved to Frankfurt in mid-2011.

  4. 2010

    In 2010, the Promax Americas LLC operation was established in Atlanta, Georgia. In December, Promax commenced trading in Tokyo, Japan.

  5. 2012

    In 2012, Promax Applications Group was acquired by Wipro and the company was renamed as Wipro Promax Analytics Solutions (A Wipro Group Company).

  6. 2014

    In 2014, Wipro Promax Analytics Solutions further expanded its offerings to include TPM and TPO solutions and services to ensure that businesses achieved the most efficient and effective return on their promotion investment. The offering is available both in SaaS and on-premise deployment options, along with outcome based pricing models.

  7. 2016

    Wipro Promax has won six consecutive Consumer Goods Technology (CGT) awards from 2010 - 2016.

Our Mission

“To design, develop and deliver the most innovative and high quality technology and business process solutions to enable the world’s leading consumer-focused companies to maximize the business benefit derived from their investment in Trade Promotions Planning, Management and Optimization. Our focus is to help you ‘Do Business Better’.”

Being part of the Wipro Group of companies, the WPAS team embraces the Spirit of Wipro.

Wipro Ltd.

Wipro Ltd (NYSE:WIT) is a global Information Technology, Consulting and Outsourcing company that delivers solutions to enable its clients to do business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization-wide commitment to sustainability, Wipro has a workforce of 170,000+ serving clients in 175+ cities across 6 continents.


Dinesh heads the Promax business globally and is based out of Atlanta, USA. He has been instrumental in the infusion of advanced analytics capability within Promax. Under his watch, Promax has been able to offer businesses the next generation of Trade Promotion Management and Optimization solutions, complemented by the rich portfolio of IT and Business Process services offered by Wipro.

In a career spanning 20 years, Dinesh has accumulated extensive experience in managing product businesses, holding management positions in the Telecom, Energy and Retail & Consumer Goods businesses of Wipro.

Dinesh holds an MBA from Indian Institute of Management (IIM), Ahmedabad and Bachelor’s degrees in Computer Science and Engineering from the Indian Institute of Technology (Banaras Hindu University), India.

With more than 27 years’ experience in the technology arena, Pat possesses a unique combination of global experience, merging technology with business operations to deliver high quality solutions across several industry sectors including Consumer Product Goods (CPG)/Retail Industry, Healthcare Information Technologies, General Manufacturing / High-Tech, Mobility Solutions and Government.

Over the past five years with Wipro, he forged strong business relationships and customer loyalty, spearheaded key business development strategies and achieved exceptional client satisfaction levels in his previous roles as Vice President, Professional Services and Global Delivery Director.

Pat has held senior management positions in global software enterprises, focusing on client engagement for FMCG companies implementing Trade Promotions Management (TPM) and retail execution solutions. Playing the roles of Vice President, Professional Services or Quofore/O4 and Customer Engagement Director at CAS, he blazed a trail of success in developing and growing professional services organization from the ground up and establishing an off-shore delivery model with partners in Europe, Asia and Latin America.

Pat is an alumnus of Edinboro University of Pennsylvania where he obtained a Bachelor of Science in Computer Science and Mathematics.

With over 25 years of experience in software development and the CG industry, Scott brings an extensive wealth of knowledge to Wipro Promax Analytics Solutions and the development team. Scott is responsible for the technical and functional development of Promax Advanced.

Prior to Promax, Scott established an IT and Services company ‘Trade Systems Technology P/L (TST)’, where his experience in Account Management and computing were instrumental in creating an outstanding TPM application. In 2007, TST merged with Promax with the objective of taking the combination of the Promax/TST solution globally.

In the six years prior to establishing TST, Scott worked in a variety of roles including Trade Systems Manager, Account Manager, and State Sales Manager at Unilever, a privately held CPG company.

Scott studied at the University of Sydney and is a Fellow Journeyman at TMLP (Team Management & Leadership Program). He has also held the position of Director at Kamaroi Rudolf Steiner School.

Scott and his family have recently relocated to the Promax Americas office based in Atlanta, where he plans to network with global CPG companies, industry influencers and partners in the North American and Latin American markets, and continue to develop the Promax Advanced solution to maintain its leadership position.

With 20 years of experience in the CG industry, Darren Little has played several senior roles on the manufacturing side, later transitioning to deliver true business value and expertise through vendor software solutions.

Darren has built a sound foundation of experience and expertise across the entire business process chain from Account and Sales Management to Category and Insights, Finance, Supply Chain, IT ERP projects and Business Strategy and Acquisitions. He has worked for blue chip organizations such as Tip Top Bread (George Weston Foods), Cerebos Foods Ltd., and Kimberly Clark.

Darren joined Promax in 2008 and headed the professional services team while playing a senior role in the global expansion of the Promax business. With significant experience in working with new global clients across the Americas, Asia, APAC, UK, Europe and South America, and implementing software solutions and business process improvements for over 25 clients, Darren has extended his understanding and ability to deliver true value to Promax’s CG clients.

Darren holds a Bachelor of Commerce degree with a major in management and marketing, along with several post graduate business qualifications from Mt Eliza Business School in Australia and the Chicago Business School in the US.

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Australia: +61-1300-139-575

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