Slow march: Now, Santoor is number two brand across India by sales volume

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

An advertising narrative that has remained unchanged in nearly two decades and a regional focus, as opposed to a pan-Indian approach, for expanding its brand footprint, appear to be paying off for Santoor, the soap brand from Wipro Consumer Care and Lighting. According to Kantar Worldpanel, Santoor had 14.9 per cent of the volume share of the soap market in India in June this year, thus edging past rival Lux that had 13.9 per cent of the volume share. In terms of value however, Lux is number two and Santoor three while Lifebuoy holds the top spot.

“Santoor is now