| The product being launched with the onset of winter, will be a variant of its flagship soap brand Santoor. |
| Targetted mostly at the Northern and Eastern belt of the country apart from the big metros, WCCL aims to position the brand in the premium segment, but at a much discounted price than the existing players. |
| The company also expects to corner a 10 per cent share of the market in the glycerin soap market in the first year of its launch. |
| "Our approach in the soap category is to deliver our customers new propositions every 8-10 months. Last year, we had launched a new variant of Santoor called Santoor White. The Santoor Glycerin will give us a new set of customers," Anil Chugh, vice president, Marketing, WCCL told Business Standard. |
| Wipro aims to use its existing distribution channel to take this product to the end-consumers. |
| The company is also launching a new advertising campaign in electronic media. |
| However, the company does not intend to use any celebrity for this campaign. |
| For its Santoor soap brand, Wipro had earlier roped in cinestar Madhavan for the southern market and Saif Ali Khan for the northern market. |
| The glycerin soap market in the country is estimated to be about Rs 280 crore, and growing at 10 per cent year-on-year. |
| Presently, Hindustan Unilever is the dominant player in the market having more than 80 per cent market with its popular brand like Pears and Lifebuoy SkinGuard. |
| Besides, other glycerin soap brand like Savlon and Himani are also quite active in the Indian glycerin soap market. |
| Wipro will offer the soap at Rs 16 per a 75 gm pack, a price which is 27 per cent less than what HUL is offering for its Pears brand, said Chugh. |
| Wipro already has launched two variants of Santoor including Santoor Orange (sandal and turmeric) and Santoor White (Sandal and milk). The Santoor glycerin will come with exotic sandal, deodorant, glycerin and skin softening moisturisers. |
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