With this range, Santoor Shower Gels brings its signature sandalwood ingredient into a liquid body wash format aligned with modern bathing routines. Infused with sandalwood and gardenia extracts, the range focuses on skin softness and glow. The formulation features a gentle, pH‑balanced profile intended for regular use.

To reinforce this, the brand has introduced the ‘Sandalwood Ka Remix’ campaign, which presents the ingredient in a refreshed, modern context. As part of this, actor Sreeleela has been onboarded as the brand’s ambassador, reflecting a blend of tradition and contemporary appeal.

On this campaign, S. Prasanna Rai, Senior Vice President – Marketing, Wipro Consumer Care & Lighting, said, “Sandalwood has always been at the core of Santoor’s heritage. With Santoor Shower Gels, we are reimagining this timeless ingredient in formats that are relevant to today’s consumers. As we take this step forward, we need to partner with someone who reflects this blend of tradition and modernity. We are delighted to welcome Sreeleela on board as the face of Santoor Shower Gels. Her vibrant screen presence and contemporary appeal align well with the brand and our consumers.”

Speaking about the association, actor Sreeleela added, “I have always associated sandalwood with timeless beauty and care. What I love about Santoor Sandalwood Beauty Wash is how they’ve given this classic ingredient a modern twist. The idea of ‘Sandalwood Ka Remix’ felt very relatable to me; it reflects how our generation blends tradition with a fresh perspective. I’m delighted to be the face of Santoor Shower Gels and to be part of this exciting journey.”

Conceptualised by Bates Bengaluru, the campaign gives a fresh spin to a classic. Much like old songs reimagined for today, it presents sandalwood in a modern body wash format. The campaign will be rolled out across television and digital platforms as part of an integrated outreach strategy.

The Santoor Shower Gel range is available in multiple variants, including Saffron & Marigold and Lemon & Frangipani, priced at ₹ 135 for 250ml across retail stores and online platforms.

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PUNE: Santoor from Wipro Consumer Care & Lighting has emerged as the country’s largest soap brand, marking a defining milestone in its nearly four-decade-long journey.

The brand, with its distinctive sandalwood-and-turmeric proposition, saw a modest test launch in Bangalore in 1985, followed by a national roll-out in 1986. Santoor has today grown into a ₹2850 crore personal wash behemoth – in terms of company invoiced sales (INDAS) for the last 12 months, now becoming the largest Soap brand. 

Santoor championed the relatable promise of “younger-looking skin” for the everyday Indian woman. This positioning came to life through the iconic ‘Santoor Mom’, which has been used consistently, but the portrayal changed over the years, keeping pace with the changing aspirations of women and celebrating the multiple roles women balance – something that deeply resonated with consumers. The brand has worked hard to continuously enhance the product performance and packaging over the years and make Santoor synonymous with its vibrant orange colour. Santoor’s journey has been built on strong operational execution and an intense focus on winning the top spot across key markets.

Reflecting on the incredible milestone, Vineet Agrawal, CEO, Wipro Consumer Care & Lighting and Managing Director, Wipro Enterprises, said, “Becoming India’s largest soap brand is a moment of quiet pride for all of us at Wipro Consumer Care & Lighting. Santoor’s journey has been shaped by deep consumer understanding, disciplined execution, and the belief that consistent value creation wins over time. We have worked assiduously to give great quality to the consumer, by constantly upgrading the product, be it in perfume, superior sensorial or performance in hard water, which, combined with exciting advertising, has all helped shape the brand’s success.”

Neeraj Khatri, Chief Executive, Wipro Consumer Care, said, “This milestone fills us with immense pride and is a testament to the extraordinary dedication and passion of our factory teams, frontline colleagues, and business teams across geographies. The teams had a deep conviction in Santoor and an unwavering zeal to become the leader, which was backed by relentless hard work and a steadfast commitment to quality and operational excellence. We are deeply grateful for the unwavering trust and collaboration of our distributors and partners, whose support has been integral to this journey, and we sincerely thank them for their continued partnership, which has helped build lasting consumer confidence and market leadership.”

In 1986, a clearly defined brand positioning enabled Santoor to establish itself, generating revenues of just ₹60 crore in its first decade. By the late 1990s, Wipro Consumer Care & Lighting made a decisive strategic shift to focus on growing high-potential states, one state at a time. Starting from Andhra Pradesh (later AP and Telangana) the brand gained immensely in Maharashtra, Karnataka, and Gujarat, becoming the top brand in South & West India by 2009. This strategy prioritised depth over breadth, concentrating investment and visibility. By 2018, Santoor crossed the ₹2,000 crore milestone, beating Lux to become India’s second-largest soap brand by value. Today, with an annual revenue of approximately ₹2,850 crore, the brand has surpassed Lifebuoy to become India’s largest soap brand. 

Sharing below a short infographic of the key milestones:

This achievement reflects the enduring trust of millions of Indian households who have made Santoor a part of their daily lives. Built on relevance, accessibility, and consistency, the brand’s growth emphasizes the power of understanding consumers deeply and delivering value over time.

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