It all started in 1990 by a visionary named Rajesh Singh with a clear cut objective of providing value. During that time, multinational giants were selling toilet soaps at Rs 10, making soaps a bit pricey. With rising awareness about cleanliness & lack of purchasing power among the masses a vacuum was created. To fill that vacuum, we launched our first product LUVLINK Common Choice toilet soap at Rs 5 which marked the beginning of our journey.