The soap wars in india are heating up. After overtaking Lux, Santoor is now setting its sights on dethroning Hindustan Unilever Ltd.’s Lifebuoy as the No.1 soap brand in the country. Backed by wipro Consumer Care & Lighting Ltd., Santoor has been on a steady growth trajectory. Here’s a closer look at the brand’s big ambitions and strategies.
1. From Beating Lux to Targeting Lifebuoy
Santoor has already managed to surpass Lux, another major soap brand from HUL. Now, CEO Vineet Agrawal is confident that Lifebuoy will be next. “It’s just a matter of time before we become No.1,” he says.
2. A Rs 2,700-Crore-Plus Brand
Santoor has grown into a powerhouse worth over Rs 2,700 crore, making it one of the biggest players in India’s personal care segment. This positions it strongly against Lifebuoy, which is reportedly valued above Rs 2,000 crore.
3. Beyond Soap: Diversifying the Portfolio
No longer just a soap brand, Santoor has expanded into liquid handwash, body wash, and body lotions. This diversification strengthens its presence in multiple categories where consumer demand is rising.
4. Wipro’s Growth Despite Challenges
Even as inflation and weak consumer sentiments affect the FMCG sector, wipro posted 7.5% growth in FY25. The company is banking on acquisitions and brand expansions to keep its momentum going.
5. Acquisitions That Paid Off
Wipro’s smart acquisitions have fueled its growth:
· Chandrika (2004): From a Kerala-based soap to a national player.
· Yardley India (2009): Grew from Rs 18 crore to over Rs 300 crore.
· Unza (2007): Expanded five times in Southeast Asia.
· Canway (2020): South African brand doubled to $50 million in five years.
6. Strong Brand Management Strategy
Agrawal credits Wipro’s management strength and smart execution for the success of its acquisitions. Each brand has been carefully nurtured and scaled, proving the company’s ability to grow businesses in diverse markets.
7. The Road Ahead for Santoor
If current trends continue, Santoor may soon become the largest-selling soap brand in India. Its focus on innovation, consumer needs, and expansion into adjacent personal care categories gives it a competitive edge over Lifebuoy.
Final Word
The competition between Santoor and Lifebuoy is more than just a battle of soaps—it’s about brand power, diversification, and strategic growth. With a strong foundation and aggressive expansion plans, Santoor is well on its way to claiming the No.1 spot in India’s soap market.
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