Proctor and Gamble had stablized markets in the U.S. They sent a product development team to India to observe how Indian women did thier wash. This a big market for Proctor and Gamble. India"s women pride themselves on creating a white wash. that was good. the bad part is that India has a water shortage.
Proctor and Gamble created a detergent just for India. It is Tide, but with an Indian flair. This specialized Tide can be used with minimal cold water. They positioned themselves as the best white detergeant, but differentiated themselves as the company who cared about the people. American companies are notorious for stealing India's limited water.
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