THERE ARE A LOT OF SOAPS REGARDING FAIRNESS AVAILABLE IN THE MARKET BUT MY PERSONAL CHOICE IS TO USE THIS PARTICULAR ONE BY PATANAJLI BECAUSE I LIKE TO USE HERBAL PRODUCTS AND YOU CAN TRUST PATANJALI INTO THESE MATTERS WELL.WE ALL KNOW HOW EFFECTIVE HALDI IS FOR THE SKIN AND THIS PATANJALI SOAP PACKS IT ALONG WITH STUFFS LIKE CHANDAN AS WELL WHICH DOUBLES THE ACTION OF HALDI.YOU START TO GET DESIRABLE RESULTS WITHIN 2 WEEKS OF USAGE.THIS SOAP IS LIGHT AND YOU FEEL REFRESHED.