Nirma is a leading Indian detergent brand that was founded in 1969. It began as a small soap factory operated out of the founder's backyard but grew to become one of the largest detergent brands in the world, with a 35% market share in India. Nirma was able to gain popularity by undercutting competitors' prices and offering a high-quality product. It uses a large distribution network of over 2,000 distributors and 40 million retail outlets to ensure its products are widely available across India. Nirma's low-cost leadership strategy and focus on delivering value to customers has made it a hugely successful brand in rural and urban India.