Dant Kanti did not just undercut Colgate on price. It redefined what an Indian toothpaste buyer should value, forcing a century old category leader to launch Colgate Vedshakti in response.
Karsanbhai Patel mixed detergent in his backyard and sold it door to door on a bicycle. Within two decades, Nirma outsold every product in Hindustan Lever's portfolio, and forced the multinational to build a value brand of its own to fight back.
Three cousins in Punjab's Fatehgarh Sahib started bottling a spiced jeera drink in 2017. By 2025, Lahori Zeera had doubled its combined market share to nearly 10% in a market Coca-Cola and PepsiCo had controlled for 30 years. The strategy was almost embarrassingly simple.
