In a significant shake-up within India's fiercely competitive personal care segment, Wipro Consumer Care and Lighting (WCCL) announced a major milestone. The company stated that its flagship brand, Santoor, has now overtaken Hindustan Unilever's Lifebuoy to become the country's largest soap brand.
A Landmark Achievement in Market Share
According to Wipro's estimates, the Santoor brand generated revenues of ₹2,850 crore in 2025. This figure places it ahead of the long-standing leader, Lifebuoy, while another HUL giant, Lux, follows closely behind. While independent verification is challenging due to rival firms not disclosing brand-specific financials, WCCL expressed high confidence in its data. The company claims to have used a triangulation method, pulling information from multiple sources to confirm its lead.
"There is enough of a buffer between us and Lifebuoy," affirmed Vineet Agrawal, CEO of Wipro Consumer Care and Lighting. This statement underscores the company's belief in its newly acquired top position.
Navigating the Data Discrepancy
The announcement comes with an interesting counterpoint to widely cited market research. Data from AC Nielsen for the period of January to November showed Santoor holding an 8.7% market share. This was notably lower than the shares of Lifebuoy at 12.1% and Lux at 12.2%.
CEO Vineet Agrawal addressed this discrepancy head-on. He argued that the AC Nielsen panel does not adequately represent rural markets, where Santoor has a particularly strong foothold. Agrawal highlighted that Santoor's sales are heavily concentrated in key states like Andhra Pradesh, Telangana, Karnataka, Maharashtra, and Gujarat. He suggested that the panel's weighting might not accurately reflect the brand's dominance in these regions.
Market Reaction and Corporate Responses
The shift signals a potential change in guard in one of India's most ubiquitous consumer goods categories. In response to the development, a spokesperson for Hindustan Unilever offered a measured comment. "We look at various data sources to assess the competitiveness of our brands," the spokesperson said. "These include published results of the companies and data from Nielsen and Kantar. We do not share individual brand market shares. Currently, we are in a closed period."
This landmark achievement for Santoor highlights the dynamic nature of India's personal care industry. It demonstrates how deep penetration in specific regional and rural markets can propel a brand to national leadership, challenging the dominance of global conglomerates. The success of Santoor, a brand known for its sandalwood and turmeric formulation catering to a mature audience, showcases a potent strategy of targeted positioning and distribution strength.
