365telugu.com online news,Hyderabad, January 3rd,2026: In a significant shift within India’s personal care landscape, Santoor, the flagship brand of Wipro Consumer Care & Lighting, has officially become the country’s largest soap brand. The label recently touched a historic milestone of ₹2,850 crore in invoiced sales over the last 12 months, surpassing long-standing market leaders.
The Rise of a Domestic Giant
Santoor’s journey began with a modest launch in Bangalore in 1985. Over the last four decades, it has evolved from a niche product into a household staple. By consistently focusing on its core ingredients-sandalwood and turmeric-the brand carved out a unique space in the competitive personal wash segment.
The brand’s climb to the top has been strategic. After generating ₹60 crore in its first decade, the company shifted focus toward high-potential regional markets in South and West India. This “depth over breadth” strategy saw Santoor become a market leader in states like Andhra Pradesh, Telangana, Karnataka, and Maharashtra by 2009. By 2018, it had already overtaken Lux to claim the second spot, and it has now surpassed Lifebuoy to secure the number one position.
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Evolution of the ‘Santoor Mom’
Central to the brand’s success is the iconic “Santoor Mom” advertising narrative. While the core promise of “younger-looking skin” remained constant, the portrayal of women evolved to reflect modern aspirations. The campaign celebrated women balancing multiple roles, a message that resonated deeply across generations of Indian consumers.
Leadership Perspectives
Vineet Agrawal, CEO of Wipro Consumer Care & Lighting, attributed the achievement to disciplined execution and product quality. “Becoming India’s largest soap brand is a moment of pride. Our journey was shaped by upgrading the product—improving fragrance and performance in hard water-and combining it with impactful advertising,” Agrawal stated.
Neeraj Khatri, Chief Executive of Wipro Consumer Care, credited the victory to the dedication of the frontline and factory teams. “The conviction to become a leader, backed by operational excellence and the trust of our distributors, has helped us build this market leadership,” Khatri added.