The product category for a liquid fabric whitener was literally non-existent prior to the advent of Ujala. While the HAVE YOU CHANGED OVER TO UJALA punch phrase captured the imagination of people throughout the country, Ujala ushered in a revolution, with consumers shifting from blue to Ujala. Positioned on the platform of whiteness and brightness, Ujala is a market leader in its category – the growing market share is a testimony to the brand’s popularity. Ujala Supreme – used as a post-wash application for brightening white clothes has an instant whitening system that assures uniform and consistent results.