#HGRetrospect ‘Washing Powder Nirma’ Ad Nostalgia from the days of cinema ads and early days of Doordarshan. Directed by Kailash Surendranath Starting Sangeeta Bijlani In the 1970s, the Indian washing powder market was dominated by Hindustan Lever Limited and its Surf. This changed with the emergence of Nirma and it’s unforgettable jingle. “Washing powder Nirma, washing powder Nirma” Towards the end, the ad focuses on four women carrying packets of Nirma with them. It begins and closes with the

The Rise and Fall of Nirma

From ₹700 to ₹22,000 Crore — The Nirma Story That Disrupted Giants In 1969, Karsanbhai Patel started making detergent in his backyard. With just ₹700, no fancy machines, and no marketing degree — he sold his product door-to-door… And even gave a money-back guarantee. Sounds crazy, right? But that simple, affordable ₹3 detergent challenged Unilever & P&G, who were selling at ₹13/kg! Here’s how he won: ✅ Affordability – Perfectly priced for India’s middle class ✅ Quality – Worked well, gained trus