Wipro [Get Quote] Consumer Care & Lighting, the consumer care arm of Wipro, will foray into the glycerin soap market with the launch of a variant of its flagship soap brand Santoor.

Targeted at the north and east of India apart from the big metros, WCCL aims to position the brand in the premium segment, but at a discounted price than the existing players. The company also expects to corner a 10 per cent market share in the glycerin soap market in the first year.

"Our approach in the soap category is to deliver a new product every 8-10 months. Last year, we had launched a variant of Santoor called Santoor White. Santoor Glycerin will give us a new set of customers," Anil Chugh, vice-president - marketing, WCCL, said.

Wipro aims to use its existing distribution channel to take this product to the consumers. The company is also launching a new advertising campaign in the  electronic media. However, WCCL does not intend to use a celebrity.

Wipro had earlier roped in actors Madhavan, for the southern market, and Saif Ali Khan, for the northern market, for its Santoor brand.

The glycerin soap market in the country is estimated to be about Rs 280 crore, and growing 10 per cent year-on-year.