Godrej launched their Ganga soap in 1993 with significant promotion, positioning it as providing purity like the sacred Ganga River. However, the brand quickly lost relevance as the Ganga is also the most polluted river. While the soap aimed to target religious consumers after the 1992 Kumbh Mela, mixing religion with products proved ineffective as differentiation was not sustainable over time. The brand struggled and faded away by the early 2000s due to ineffective promotion and being unable to maintain distinction from competitors' products in the marketplace.