Tide was first launched in the US market in 1949 and later in India in the mid-2000s. Initially positioned as a premium brand, Tide realized it needed to target the mass market. It subsequently repositioned itself by lowering prices, introducing smaller sachet packages, and launching new affordable product lines. Through adjustments to its pricing and product lineup, Tide was able to better compete with cheaper substitutes and become a brand for the common consumer in India.