As the world’s leading health soap, Lifebuoy aims at making a difference by creating accessible hygiene products and promoting healthy hygiene habits. The desire to be clean, active and healthy is intrinsic to everyone and Lifebuoy understands this need and champions the cause of hygiene and health around the world.
BLAZE TO BRILLIANCE
It started with William Lever’s goal to stop cholera in the Victorian England. Lifebuoy brand has been around since 1894 but was officially launched in 1935. Irrespective of age or economic status, it strives to support people in their quest for better personal hygiene. As of 2002, it was the largest selling soap brand in the world with sales exceeding Rs 5 billion, that is, two million soaps a day. Reiterating the message, ‘Lifebuoy hai jahan, tandurusti hai wahan’, Lifebuoy has washed away germs and has kept people protected and healthy.

FAITH FACTOR
Termed as world’s No. 1 selling germ protection soap, Lifebuoy has a distribution network of over five million stores across the country. It has also been awarded the Bronze Global Effie for the ‘Superfast Handwash’ campaign.
From its humble beginnings as a chunky red bar of soap to an evolved range of general and specialised products across formats, Lifebuoy is now available in bar soaps, liquid handwash, hand sanitizer and talc.
Lifebuoy has a 21 per cent market share in the overall soap market and is a category leader in the carbolic soap segment with a 95 per cent market share.
ENGAGEMENT THAT ENTHRALS
Lifebuoy aims to change the hygiene behaviour of its one billion consumers across Asia, Africa and Latin America by promoting the benefits of washing hands thereby helping to reduce respiratory infections and diarrhea – world’s two major causes of child mortality.
To achieve its goal, Lifebuoy launched the ‘Handwashing Behaviour Change Programme’ in 2010. The programme aims at creating results in sustained and positive hand washing behaviour. As of now, this campaign is central to all those markets and countries where Lifebuoy brand is present. Lifebouy has a strong social mission which is promoted through its rural hygiene programme called ‘Khushiyon Ki Doli’ which propagates the practice of hand washing with soap to reduce diarrhoeal deaths.
INNOVEDGE
With its multiple soap variants and specially designed body washes, along with its range of liquid hand washes and hand sanitisers, Lifebuoy protects families from 10 infection-causing germs. Lifebuoy has been instrumental in ensuring daily hygiene and freshness for the entire family.
BRAND EQUITY
Driven by the desire to have more hygienic, healthier and ultimately more vital communities, Lifebuoy consistently innovates and provides access to hygiene and health products to a wide variety of consumers. The classic red bar of Lifebuoy soap and its distinctive medicated carbolic smell has been synonymous with cleanliness throughout the 20th century.