About Us

New India Group came into existence in 1945 under the leadership of Sardar Kartar Singh – Grand Father of Our current Managing Director Deepak Arora .The Group activities for the first forty years were in marketing & distribution of dyes & chemicals representing ICI India Ltd. Since inception & Pidilite Industries Ltd. (Brand-Fevicol) since 1982.Presently third generation of the family is looking after the current affairs of the company and Mr. Deepak Arora diversified into manufacturing of LABSA in 1989 under the name & style of “New India Detergents. Ltd”. In the initial year itself product quality was approved by Hindustan Unilever Ltd. & since then they have been lifting major portion of our production.During the 20 years of existence we have kept pace with technology & various management systems thereby growing to be one of the largest manufacturer of LABSA in India. Due to our long association with Hindustan Unilever Ltd. and their continous expectation of product upgradation helped us to upgrade & innovate manufacturing technology to suit their changing quality parameters.We were among the first in the industry to achieve below 30 Klett LABSA in early 2000 when HUL started shifting to White Powders.Today we can proudly claim to manufacture the lowest color LABSA (around 20 Klett) among all domestic manufacturers.The NDOM factor in our LABSA is also among the lowest in the industry . We had achieved NDOM levels of 0.5% in 2003 itself thereby getting best yield of LABSA in the industry , which is still coping to match above parameters.Due to continuous dedicated effort of Marketing Team We have been able to achieve a turn over of Rs. 2500 millions in FY 2008 and are further targeting to double the turn over in next 3 years.Due to immaculate quality & services we have been able to establish three separate Sulphonation Units in different Geographical areas and all three units are supplying to three different geographically located HUL Units.