Santoor Emerges as India's Top-Selling Soap Brand, Surpassing Lifebuoy

Santoor, a 40-year-old soap brand from Wipro Consumer Care, has become India's top-selling soap, surpassing Hindustan Unilever's Lifebuoy with revenues of ₹2,850 crore in 2025. Its success is attributed to deep consumer understanding, consistent product upgrades in quality and fragrance, and an evolving 'Santoor mom' advertising narrative. Experts also note its pricing strategy, offering accessibility with a premium feel, has appealed to middle-class consumers, particularly in smaller towns, while urban consumers explore other brands.