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Talcum powder is a dying business in India. It has reached a saturation point. Secondly, the mere look of it gives a confusion in peoples' mind that whether it is a detergent or a talcum powder. The word Talcum powder resonated or still resonates well with only those who are in their 45+ age. Anyone lesser than 45 years old, hate the smell of a talcum powder. So a detergent which smells like a talcum powder will be the easy way to make someone hate a detergent powder.