Santoor

Billionaire Azim Premji-promoted Wipro Consumer Care & Lighting is confident of its brand Santoor dethroning rival FMCG major HUL's Lifebuoy as the market leader in the soap and personal care segment in the next one year, a top company official said. Santoor, which has now become a Rs 2,700-crore-plus brand, has made its way into liquid hand wash and some other adjacent categories, such as body lotion and body wash. "We don't know if we are No. 1 yet, and what the size of Lifebuoy is, but it's a matter of time that we will become number one," Wipro Consumer Care & Lighting CEO Vineet Agrawal told PTI when asked about the brand Santoor and its prospects. He further said, "We have already beaten Lux (another soap brand from HUL) a few years back, and I am confident that we will beat Lifebuoy in maybe a year from now." According to media reports, Lifebuoy, which operates in the hygiene category, is also over Rs 2,000 crore. Like Santoor, Lifebuoy, too, now features in adjacent ...

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The ad stands out because of the consistency of the message over the decades

Lifebuoy and Lux are month highest-selling soap brands in India while Santoor became the first Indian soap brand to touch annual sales of Rs 2,000 crore

An unchanged positioning strategy and a regional-first approach have helped the brand edge close to rival Lux