Wipro Consumer Care & Lighting’s Santoor soap brand has toppled giant Hindustan Unilever’s Lux as the No. 2 soap by all-India volumes for the first time, two industry officials said, citing data by research firm Kantar Worldpanel.

Volume share of Santoor was 14.9% in June 2018, the latest tracked numbers by Kantar Worldpanel show, ahead of Lux’s 13.9%.

HUL’s Lifebuoy’s remains the leading soap brand in the country, with 18.7% volume share. Kantar Worldpanel does not track value sales. Wipro Consumer Care CEO Anil Chugh said: “Santoor is now the No. 2 brand all-India in terms of volume, securing a clear lead over the brand behind us. We have achieved this through distribution reach, the consistent advertising proposition of younger looking skin, and new variants, which appealed to our target segment.”

Chugh said Santoor has been the leading brand across urban and rural markets in South and West India, but this is the first time it has taken clear leadership nationally. An HUL spokesperson said in response to an email query: “Lux has grown well in the last year. It continues to be the secondlargest soap brand in India after Lifebuoy.


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