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Nirma & HLL: The Mother of All Battles1 Nirma was the single-handed creation of an ambitious entrepreneur, Karsan K. Patel the owner-director of Nirma Chemical Works. In 1969 Karsanbhai, an ex-lab assistant, decided to set up a business of making and selling laundry soaps and detergent powders. Right from the start, Patel was totally committed to making his Nirma brand the biggest in the world. While in 1969 such an idea would undoubtedly have provoked helpless laughter among managers of Hindustan Lever Limited (HLL), the big brother in the detergents business, the serious Patel would have remained unmoved and undeterred. His belief in his basic business principle - develop a good product and there will be a market for it - was absolute. This could be vouched by none other than Sunu Sen, ex-marketing director of Hindustan Lever Limited (HLL), the undisputed leader of detergent market in India. Sen's first real...

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