Santoor Overtakes Lifebuoy: India’s Top Soap Brand with ₹2,850 Crore Sales

New Delhi: India’s soap market has witnessed a major shake-up. Wipro Consumer Care and Lighting (WCCL) claims that its flagship soap brand Santoor has now become the largest soap brand in the country, surpassing Hindustan Unilever’s Lifebuoy.

According to WCCL, Santoor generated ₹2,850 crore in revenue in 2025, edging past Lifebuoy, while Lux continues to hold the third spot. However, exact brand-wise revenue figures are not mandatory for companies to disclose, making independent verification challenging.

Market Share Data
A report by The Times of India cited WCCL’s statement that the company gathered data from multiple sources and is confident about its leading position. WCCL CEO Vineet Agarwal said, “There is a significant gap between us and Lifebuoy.” According to AC Nielsen data from January to November 2025, Santoor’s market share stood at 8.7%, while Lifebuoy had 12.1% and Lux 12.2%.

Rural Market Strength
Agarwal questioned these numbers, highlighting Santoor’s dominance in rural markets, which AC Nielsen’s panel reportedly under-represents. “Santoor’s sales are strong in Andhra Pradesh, Telangana, Karnataka, Maharashtra, and Gujarat,” he said, emphasizing that rural penetration is a key factor in its growth.

Hindustan Unilever Responds
A spokesperson from Hindustan Unilever stated, “We assess our brands’ performance using multiple data sources, including company-published results, Nielsen, and Kantar data. We do not disclose individual brand market shares and are currently in a closed period.”

With this development, Santoor’s rise marks a significant shift in India’s soap market, challenging the long-standing dominance of Lifebuoy and reshaping the competitive landscape.