Explains Chander: ``We have upgraded the product to meet the changing needs of our consumers. The new Santoor has a functional quick-dry shape now, trendy packaging, and a new long-lingering fragrance. In short, we wanted to give Indian consumers a new bathing experience,'' explains Chander.

However, Chander informs that the positioning of the product in the crowded category will remain the same. So will the price of the product. ``We have always positioned Santoor as a skin care soap that holds the secret to a younger looking skin. Targeted at the middle and upper class, the product will remain priced at Rs 10.50,'' adds Chander. The new avatar of Santoor will now address a wider consumer base offering extra benefits at no extra cost.

With a market share of three per cent in the Rs 4,300-crore Indian toilet soap market, Wipro is now competing with major players like HLL, Godrej and P&G. For over three years the toilet soaps market has been stagnating at a poor 1-2 per cent growth rate. ``In an effort to rejuvenate the saturated soap market, many companies are now relaunching their products with value additions,'' comments an industry source.

To announce the relaunch of Santoor, Wipro will be unleashing a high voltage television campaign comprising two TVCs in November 1999. ``With this relaunch, we will be expanding our customer base, so our main thrust will be on the electronic media,'' says Chander. In tune with its modern look, the new campaign will feature new models-mother and daughter-in contemporary situations. Created by FCB Ulka, the new campaign will however, follow the same route as before. ``To reinforce our positioning, the focus will be on the `mistaken age identity'. No other soap harps on this concept like Wipro. At a later stage, we will also launch press campaigns to support the TVCs,'' elaborates Chander.

As part of its marketing strategy, the company plans to launch consumer and trade promotions in major metros across the nation. Currently, Wipro's distribution network includes five lakh direct retail outlets and 4,000 stockists across the country. It was in 1986 that Wipro launched Santoor in India. ``In an effort to upgrade the product, we have relaunched the product in 1989 and 1994. This is our third major relaunch,'' informs Chander.Perhaps, third time will be luckiest of all.