The slow march of Brand Santoor
An unchanged positioning strategy and a regional-first approach have helped the branded ge close to rival Lux
An advertising narrative that has remained unchanged in nearly two decades and a regional focus, as opposed to a panIndian approach, for expanding its brand footprint, appear to be paying off for Santoor, the soap brand from Wipro Consumer Care and Lighting. According to Kantar Worldpanel, Santoor had 14.9 per cent of the volume share of the soap market in India in June this year, thus edging past rival Lux that had 13.9 per cent of the volume share. In terms of value however, Lux is number two and Santoor three while Lifebuoy holds the top spot.
“Santoor is now the number two brand all India in terms of volume,” says Anil Chugh, chief executive, Consumer Care Business, India, Wipro Consumer Care and Lighting.
While Lux and Santoor have crafted very different identities for themselves and addressed different aspirations within the same demographic, the past year has pitted them more closely against each other than ever before. Both are racing to be Rs2000crore turnover brands for their owner-groups and facing up to the challenge of the rising millennial- Gen Z consumer power in their markets.
Wipro, say brand experts, has gained steam in recent months as it is reaping the rewards of an expanding organised base in the soap market by staying consistent with its message and focusing on select regional markets. Ambi Parameswaran, founderCEO of Brand-Building.com says, “In the mid-90s, Santoor took a call to focus on their strong market in the South and defocus on North India. That bet, which was strongly questioned at that time, has paid off very well.”
The decision to stick to the southern markets was a tactical one, the company says. By focusing on a smaller market and growing one’s footprint, one region at a time, the brand was probably slowing itself down in the race for market shares nationally. But it was strengthening its base as a local player, say experts. Besides, Vineet Agrawal, CEO, Wipro Consumer Care and Lighting says, “The South and West markets are so big for us that other regions start looking relatively small.” He says that the process may have been a slow one but it is paying off now. “In Chhattisgarh rural we have become number one so it’s a slow expansion but it is happening.”
Santoor started out as a natural-herbal personal care brand, but five years later decided to switch to a being a brand that promised ageless skin to its consumers. With no star ambassadors at its disposal, unlike its bigger multinational rivals, the brand saw greater potential in appealing to a common concern (wanting to look young) among its largest demographic, young women consumers in small towns and semi urban centres.
Also, encouraged by its agency at the time, FCB Ulka, it locked down an advertising narrative that has remained unchanged in nearly two decades. In the TVCs, the protagonist is mistaken for a much younger girl with her true age being revealed only much later. The brand used regular actors to deliver its message and has stuck to the same idea for years.
“Santoor’s advertising history proves that if you have a powerful promise based on a strong consumer insight, you don’t need to go shopping for new ideas every year,” explains Parameswaran. “The Santoor woman who was just a pretty face in a wedding became an aerobics dancer, who became a dress designer and a dance expert and even a musician. The protagonist kept changing. The stories kept changing. But the basic promise of younger looking skin stayed the same. Even the mistaken identity and the ‘mummy’ bit has stayed the same. The proof of the pudding is in the eating. The brand has continued to outgrow the market,” he adds.
Brand expert Harish Bijoor says brands such as Santoor are typically considered non-MNC and local. "Never mind how much of MNC practices, your production and quality build into it, never mind how much value your brand packs, you are still considered local. Brands such as these take time to gestate in the minds and habits of people. But when they do, they become a strong Santoor."
Launched in 1984, Santoor is today Wipro Consumer Care’s biggest brand, valued at Rs 19.3 billion. The company expects to soon hit the Rs two billion turnover mark, which has only been achieved by Hindustan Unilever’s Lifebuoy brand so far. However Santoor is still trying to make a mark in North and East India where players such as Lifebuoy and Lux are stronger.
To cater to the eastern markets, the company has recently launched a new variant of Santoor soap for Bengal. It is the first region in the country where Santoor has been customised to suit local need and preferences. While the soap comes with the traditional natural ingredients of sandal and turmeric, the composition of the soap and the packaging have been customised. The bar for West Bengal sports a different colour and comes in a carton pack.
Over the years Santoor has grown from a single soap brand to soap variants, talcum powder, deodorants, liquid soap, handwash, facewash, moisturiser and so on. It has also experimented with new products and brand extensions. As it gets ready to leverage is growing share of the market, many speculate that the brand may see this as the right time to expand its product portfolio and national footprint.