In the high-stakes world of India’s FMCG industry, few stories shine brighter than that of MP Ramachandran, the founder of disruptive laundry whitening solution UJALA, which still reminds us of the jingle “Chaar boondo wala”. He was the man of guts who dared to challenge the ordinary with nothing more than a ₹5,000 loan and a vision for something better.
This is the story of Jyothy Labs Limited, a company that disrupted the market long before the word ‘startup’ became a buzzword.
A Kitchen Experiment to Market Giant
Back in 1983, from the vibrant town of Thrissur, Kerala, began a journey that transformed how we wear white, sparkling, and spotless. MP Ramachandran, an accountant by profession and entrepreneur by vision, was not impressed with the fabric whiteners available back then.
So he started experimenting in his kitchen, and after several failed attempts using purple dye, he finally developed a liquid formula that worked. This innovation would become Ujala Supreme, a revolutionary fabric whitener that was effective, affordable, and easy to use.
With just ₹5,000 borrowed from his brother and a small factory set up on family land, he founded Jyothy Laboratories, named after his daughter.
Humble Sales to Household Staple
It was the time when there was no internet to spread the word about a product offering, it was the era when traditional advertising was limited, but Ramachandran relied on grassroots tactics for which he enlisted six local women to go door-to-door, explaining how just four drops of Ujala could brighten an entire family’s clothes to housewives.
The product’s promise was simple yet powerful, and it resonated deeply with Indian consumers. With this marketing tactic, by the year 1997, Ujala had become a household name.
The Smart Pivots that Paid Off
At this time, Robin Blue was the market leader and the biggest competitor of Ujala Supreme. Hence, Ramachandran took some smart business pivots, which became a game-changer for the company.
- Shift from Powder to Liquid Formulation
To beat their biggest competitor, the company switched to a liquid formulation of fabric whitening to ease the process of washing. Just four drops of liquid work wonders for users, making it an easy and better option.
- Flexible Pricing for Better Reach
The company launched their product at flexible pricing, from ₹1 sachets to ₹45 bottles. The idea was to reach every house in the country, no matter how big or small, village, town, or a metro city. This pivot helped the company to scale its production with the increase in demand.
- A Memorable TV Campaign
If you are from the 90s, then you must remember the famous jingle “Aaya Naya Ujala, Chaar Boondo Wala”. This TV advertisement campaign was a game changer for the company as it grabbed the attention of potential customers, the homemakers.
Apart from the publicity, the company also had monetary benefits with these smart pivots. Ujala’s sales soared past ₹100 crore, while Robin Blue’s market share shrank to a mere 3%.
Business Diversification
Ramachandran does not stop with Ujala, but also identified another market gap in the pressing problem in Indian homes- mosquitoes. So he diversified his business and invested ₹35 crore to launch Maxo, a mosquito repellent brand that quickly grew into a ₹300 crore product line.
The business model was quite similar to Ujala; the Maxo brand tackled a real household issue with a practical solution.
Apart from Ujala and Maxo, Jyothy Labs expanded into other new categories, launching:
- Exo: Dishwashing bars
- Maya: Incense sticks, and several other home and personal care products
Legacy & Leadership
Today, Jyothy Labs is a powerhouse in the FMCG sector, operating 23 manufacturing plants and offering over 25 products. With ₹370.38 crore in profit, the company stands as a testament to vision, innovation, and grit.
MP Ramachandran’s journey is a shining example of how solving small, everyday challenges can lead to massive business opportunities. From kitchen experiments to building an iconic brand, his story is nothing short of inspirational.
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