In Kanpur, Muralidhar Gyanchandani started Ghadi detergent in 1987. With the right pricing and focus on just UP, he defeated the market leader Nirma in just four years. With the right advertising, he also defeated HUL's Surf Excel in 2012. Ghadi Detergents is a 6000 CR brand and Muralidhar is richest in UP with net worth of 12,000 CR.