Santoor from Wipro Consumer Care & Lighting has emerged as India’s largest soap brand, achieving ₹2,850 crore in company-invoiced sales over the last 12 months. What began as a modest test launch in Bengaluru in 1985 has grown into a four-decade success story, anchored by its distinctive sandalwood-and-turmeric proposition.
The brand’s enduring appeal is rooted in its deep understanding of Indian consumers and the iconic ‘Santoor Mom’ narrative, which has evolved with changing aspirations of women. Consistent focus on product upgrades, performance, packaging, and strong advertising helped Santoor build trust and relevance across generations.
Through a disciplined, state-by-state growth strategy and strong execution across South and West India, Santoor steadily climbed the ranks—crossing ₹2,000 crore in 2018 and now surpassing Lifebuoy to claim the top spot nationally, marking a defining milestone in India’s personal wash category.