Santoor Honey and Apricot


Sandal and Turmeric have been an essential part of the Indian woman’s skin care regimen for centuries. The tradition of Haldi uptans was an integral part of the bride’s wedding preparation- to make her skin look fairer and younger. Chandan was used to enhance a woman’s skin- making it smoother and more beautiful.  But these traditional beauty treatments were too long and time-consuming for the busy Indian women to follow on a daily basis. With the passage of time these uptans became rituals reserved only for special occasions. So there was an opportunity to combine these traditional beauty treatments into one convenient form ..............and Wipro did just that.

In 1986, Wipro brought these two traditional ingredients together ........and Santoor was born. Santoor gave the Indian woman, nature’s traditional goodness at a popular price. Targeted at the middle class housewife, Santoor combined the natural goodness of two ingredients that she had grown up with - now for the first time in a convenient soap.

In the next two decades Santoor became the third largest selling popular soap in India. During this time Santoor steadily became synonymous with younger looking skin. An image enhanced by a series of extremely catchy advertisements, where the protagonist, a married woman was often mistaken for a college girl. Through the years the Santoor woman became both irresistible and aspirational for every Indian woman.

The times changed so did the Indian woman. She was no more the simple housewife who stayed at home and looked after the kids. As the years went by she became more outgoing and career oriented.  To keep up with these changing times, Santoor White was launched. Santoor White combined the goodness of two premium ingredients sandal and milk of almonds, thus opening up a whole new market. Santoor now reached out to a whole new urban woman- a woman who excelled in her career as much as she excelled as a mother. It was an image that would now personify every Santoor woman.

Through the years, as the brand grew, so did the imagery. The Santoor woman now rubbed shoulders with celebrities Saif Ali Khan and Madhavan in the ads. She had a glamourous career- where she was not only appreciated for her beauty but was acknowledged for her achievements, both in her career as well as a mother. It was an image that not only made Santoor extremely popular in its core market of Andhra Pradesh and Maharashtra it became aspirational for women in newer markets in the north and east of India.

As the popularity grew so did its market share. Santoor was now the largest soap in South India. It was also in the three most popular soaps in Maharashtra and Karnataka. Santoor is now exported to 11 countries.

Today Santoor is more than just the regular orange soap.  It now has a number of exciting new variants- Santoor White, Santoor Glycerine and more recently Santoor Honey and Apricot. Santoor has grown from a traditional south Indian soap to a modern beauty soap that has carried the secret of younger looking skin to more and more women across the country. Santoor is the secret of younger looking skin of a wide range of women of different ages and income groups all across the country.

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