Soap wars India: New narrative

Soap is a product used for personal hygiene by all in India. It is likely to have a 99 per cent penetration across urban and rural India and by people at the top and bottom of the social class ladder. Over the decades, the dynamics of soap usage in families have changed — from a single soap for the family to individual soaps for each family member and from soap bars to face washes and so on. The big brands have responded to these shifts by expanding their product portfolio. Read more

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