This product had created a sensational marketing history in the Indian toilet soaps market, when it was launched in 1997. Seventeen million packs of nirma lime fresh soap were sold in the very first month of its soft launch. Packed in a poly coated 75 gm carton, which is printed on the world’s best cerruti 8-colour printing machine, this soap is available in green colour. With a lime aroma that tingles in one’s sensory buds for a long time, this soap contains 80% tfm. The product launch of nirma lime fresh had been extremely successful, being ranked as the seventh most successful brand launch for the year 1998, as ranked by the business standard marketing derby, 1998. (As featured in the strategist quarterly, july-september 1998).