May 1, 2012 – Indian IT services and consultancy Wipro announced an agreement Tuesday to pay $35 million Australian (approximately $36.1 million U.S.) for trade analytics provider Promax Applications Group.

Promax offerings focus on data modeling and predictive analytics for trade promotion, management and automation, and its flagship solution Promax PX, includes features for integration and optimization of trade product data. Promax solutions have been tuned specifically for industries such as pharmaceuticals, food and beverage, and personal care, an area of existing specialty for Wipro.

K.R. Sanjiv, SVP and global head of Wipro’s Analytics and Information Management division, said in a news release that the deal is meant to extend Wipro’s analytics offerings for managing returns on trade promotions spending.

Based in Australia, Promax was founded in 1989. Some Promax executives, including Americas operations President Alan Miller, had previously worked together at Mercia Software, which was purchased by Infor in 2005.

The deal is subject to closing conditions and anticipated by Wipro to finalize by June. The new joint analytics entity will be called Wipro Promax Analytics Solutions Pty Ltd.

One of the largest IT services providers in India, Wipro earlier this year extended a major partnership with its IT services connected to Microsoft’s Azure cloud computing platform.