Ariel (detergent) Automatic" powder. Though with the increasing popularity of automatic front-loading washing machines, a suitable low-suds variant "Ariel Automatic" was eventually launched in the early 1980s. The mid-eighties saw the range expanding to encompass liquid detergent and compact powder. The compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated into the nineties as "Ariel Future". This was possibly in response to Unilever's launch of the ultimately doomed "Persil Power", which was seen to damage clothes. Compact powders never proved popular in the UK, so when the tablet variant appeared in July 1999, the compact version disappeared. In 2003,
Ghari Detergent inception, it took the top spot in the detergent market in 2012. Detergent industry had its beginning in 1957. Swastik Oil Mills in Wadala, Mumbai, was the first Indian factory to manufacture synthetic detergents. The evolution of detergent powder industry is summarised in the table below keeping focus on Indian subcontinent. The growth of Nirma in the seventies was not from market share gains within detergent powders; however, it was from market expansion. The low price of Nirma brought an evolution among laundry soap users who gradually switched from soap to detergent powder. Slowly detergent powders substituted laundry soaps within