Wipro Consumer Care Launches Santoor Glycerin
22 Nov 2007
Bangalore: Wipro Consumer Care and Lighting has announced the launch of a new soap variant, "Santoor Glycerin".
According to a release by the company, this latest addition will strengthen Santoor equity in skin care segment, while adding momentum to the already growing Santoor franchise.
The new variant of the soap is enriched with sandal extracts and Glycerin, which according to the company nourishes and moisturizes the skin to keep it looking younger. The product delivers rich lather with an exotic lingering floral sandal fragrance, to offer a complete and exquisite bathing experience.
The Santoor soap has two variants, Orange, which has Sandal and Turmeric, and White, which has sandal extracts and milk of almonds. The launch of Santoor Glycerin is part of Wipro''s efforts to garner higher market share by tapping into the fast-growing translucent soap segment.
Santoor claims to be the second largest popular soap in India, and the largest selling soap in Andhra Pradesh. With the new Santoor Glycerin, Wipro Consumer Care aims to strengthen its presence in its core markets, as well as tap into newer markets to fuel further growth for the brand.
"We are aiming to increase more usage of Santoor through this variant. With this launch we believe the consumer base will also increase as it gives us the opportunity to reach out to newer customers who are looking benefit of higher moisturizer " says Anil Chugh, Senior Vice President, Wipro Consumer Care and Lighting, in a company release.
Santoor Glycerin is priced very competitively at Rs16 for a 75 gram bar, which makes it a value for money brand amongst Glycerin soap brands, and may well be the trigger for some price competition in the segment.
The brand comes with Wipro''s backing thrugh an exciting, clutter-breaking advertising campaign developed by FCB Ulka, which is expected to roll out soon, and revolves around the theme of mistaken age, highlighting the benefits of younger looking skin.
According to a company release, Santoor, the flagship brand of WCCL is valued at over Rs500 crore at consumer value. The brand saw its all-India value share rise from 5.8 per cent to seven per cent over the past 12 months, and has grown by 23 per cent in value terms in the April-Sept ''07 period, compared to the same period last year, which is much faster than the category growth rate.
