Brand Journal
Ghadi Detergent Had No Celebrity, No TV Blitz, and No Multinational Budget. It Still Defeated Surf Excel in India’s Largest State.
In the early 2000s, Surf Excel had HUL's full weight behind it. Ghadi Detergent had a Kanpur factory and a distribution team that treated every village kirana store like a key account. By 2012, Ghadi was India's bestselling detergent by volume. Here is how.