How Santoor became India’s largest soap brand
Santoor has been reported to have clocked around Rs 2,850 crore in revenue in 2025, overtaking Lifebuoy to become the largest soap brand in the country in terms of sales
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Published: Jan 2, 2026 1:25 PM | 1 min read
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Santoor’s rise to the top of India’s soap market marks a significant shift in the country’s fast-moving consumer goods (FMCG) landscape, long dominated by legacy brands such as Hindustan Unilever’s Lifebuoy.
Owned by Wipro Consumer Care and Lighting, Santoor has been reported to have clocked around Rs 2,850 crore in revenue in 2025, overtaking Lifebuoy to become the largest soap brand in the country in terms of sales value. "There is enough of a buffer between us and Lifebuoy," WCCL CEO Vineet Agrawal was quoted as saying in media reports.
In September 2025, Azim Premji, former Wipro Chairman, had said that he was confident of its brand Santoor dethroning rival FMCG major HUL's Lifebuoy as the market leader in the soap and personal care segment in the next one year.
Launched in 1986, Santoor built its identity around the “younger-looking skin” promise, a positioning that has helped it stand out in a cluttered category. Over the years, the brand has evolved its messaging. In 2019, Santoor reached the No 2 spot among soap brands in the country.
Santoor operates in the popular and mid-price soap segment, which accounts for a significant portion of India’s soap consumption. With variants such as Santoor Sandal & Turmeric, the brand has been able to cater to traditional preferences while retaining a modern appeal.
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