Archive · 14 Jan 2026
Santoor Soap Becomes India's Top-Selling Soap
Santoor soap, made by Wipro Consumer Care and Lighting, has become the top-selling soap in India.
It makes a lot of money, even more than big brands like Lifebuoy and Lux.
Santoor has been around for 40 years and is known for its orange color and ingredients like sandalwood and turmeric.
It's popular because it's affordable and promises to make your skin look younger.
The company has been smart by focusing on small towns and rural areas, and by not changing its main product too much.
Experts say Santoor's success comes from understanding what Indian women want and staying true to its brand.
However, the company needs to keep innovating to stay on top.
Santoor soap has surpassed Lifebuoy to become India's top-selling soap with 2,850 crore in 2025 revenues.
WCCL's CEO Vineet Agarwal attributes Santoor's success to deep consumer understanding and disciplined execution.
Santoor's pricing strategy and cultural relevance have made it a reliable choice for middle-class and rural consumers.
The brand's success is credited to its slow burn strategy and timeless proposition of younger-looking skin.
Santoor has expanded into higher value offerings like hand wash, shower gels, and body lotions to build equity and attract younger users.
- Who
- Wipro Consumer Care and Lighting (WCCL)
- What
- Santoor soap becomes India's top-selling soap
- When
- 2025
- Where
- India
- Why
- Deep consumer understanding, disciplined execution, and consistent value creation
- Brand
- Santoor
- Company
- Wipro Consumer Care and Lighting (WCCL)
- Revenue
- 2,850 crore (2025)
- Competitors
- Lifebuoy, Lux
- Market Share
- Largest-selling soap in India
- Key Ingredients
- Sandalwood and turmeric
- Target Market
- Middle-class and rural consumers
- Advertising Strategy
- Timeless proposition of younger-looking skin