Why are B-Grade and C-Grade toilet soaps being promoted by Shah Rukh Khan and India's leading actresses? I'm referring to Lux and Lifebuoy.
Find that hard to believe? Just take a look at the soap packs. They themselves call it 'Grade 3' and 'Grade 2', as per the TFM content (Total Fatty Matter) as defined by Bureau of Indian Standards (BIS), Ministry of Consumer Affairs. 1/5
2/5 As per BIS, Grade 1 soaps should have TFM 76% or above. Higher the TFM quantity in the soap, better is its quality
Lux's TFM content is 65-70% making it 'Grade 3' (at 65%) and 'Grade 2' (at 70%)! And this is being peddled by Shah Rukh Khan himself, along with top Indian film actresses!
3/5 Lifebuoy recently roped in Shah Rukh Khan as its new brand ambassador. Lifebuoy's TFM? A pathetic 60%, making it Grade 3!
Hamam soap often touts its skin protection quality. It's TFM? 71%, making it Grade 2!
4/5 Which soaps fall under Grade 1?
Dettol - 76%
Cinthol - 79%
Mysore Sandal Soap - 80%!
In fact, Cinthol makes it a point to mention the TFM % in the product listing too and calls out 'Grade 1' specifically.
5/5 If a soap brand does not mention TFM % on the pack, please demand transparency - write to them in any mode, online or offline, and demand that they reveal the TFM % as per the rules.
Ironically, almost all of Hindustan Unilever's toilet soaps in India fall under Grade 3 or Grade 2, with TFM consistently being 70% or lower.
And yes, do not fall for film stars' fancy pitches in soap advertising.
Related: BIS (Bureau of Indian Standards) guideline for baby soaps recommends higher TFM for a specific reason: What we trust for babies, we'd trust for ourselves too, I presume. tinyurl.com/bisbabysoap
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