New India Detergents Ltd

The New India Group was founded in 1945, led by Sardar Kartar Singh, who is the grandfather of the current Managing Director, Deepak Arora.  For the first forty years, the group’s main activities were focused on marketing and distributing dyes and chemicals, representing ICI India Ltd. since the beginning and Pidilite Industries Ltd. (Brand-Fevicol) since 1982.

Presently, the third generation of the family is entrusted with the responsibility of handling the company’s current affairs.  It was back in 1989 when Mr. Deepak Arora embarked on a new journey of diversification, and the company started manufacturing LABSA under the name “New India Detergents Ltd”.  The superior quality of our product was immediately recognized by Hindustan Unilever Ltd in its inaugural year, and since then, they have been procuring a significant portion of our production.

In the early 2000s, when Hindustan Unilever Ltd started shifting to white powders, we were among the first in the industry to achieve below 30 Klett LABSA.  Today, we take immense pride in claiming that we manufacture the lowest colour LABSA (around 15 Klett) among all domestic manufacturers.  Furthermore, the NDOM factor in our LABSA is also among the lowest in the industry.  We achieved NDOM levels of 0.5% in 2003, which has helped us to achieve the best yield of LABSA in the industry.  Even today, the entire industry is striving hard to match these parameters.