Buying and selling are widely considered the Siamese twins in the world of the stock market. People often buy stocks only to sell them for making profit. But then, there was a different set of stocks which were fondly known by investors and financial experts of the time as ‘one-decision’ stocks, that is, buy and never sell at all. Finperts considered these stocks as extremely stable, even for decades.
Before the story unfolds, let’s separate two lookalikes, or perhaps namesakes, so that we are not chasing the wrong shadow. Nifty Fifty is not to be confused with Nifty 50, the Indian benchmark index of the National Stock Exchange (NSE), which represents 50 large-cap stocks of Indian companies. The similarity in names is purely coincidental, and the U.S. Nifty Fifty has nothing to do with India’s Nifty 50. In Wall Street slang, “nifty” meant something attractive, pleasant, and appealing. In fact, long before the launch of NSE’s Nifty 50 on April 22, 1996, the U.S.’ Nifty Fifty had already been born, bloomed and bitten the dust too.
What is Nifty Fifty?
Nifty Fifty was a set of 50 large-cap stocks listed on the New York Stock Exchange (NYSE). It included premier stocks such as American Express, Xerox, IBM, Gillette, Johnson and Johnson, Black and Decker, Procter & Gamble, PepsiCo, Pfizer, McDonald’s, Walt Disney, Eastman Kodak, Eli Lilly, Polaroid, Coca-Cola, Philip Morris, General Electric, Merck and other blue-chip stocks. In the 1960s and 1970s, the Nifty Fifty stocks were so popular that they found a place in the portfolios of most institutional investors. Investors loved them for their consistent earnings, long-term growth potential, perceived stability, and continual increases in dividends. It is widely believed that none of these companies cut dividends since World War II.
High P/E Ratio
Interestingly, these stocks were also liked for their high price-to-earnings ratio (P/E ratio). The logic of the era was simple but dangerous: quality at any price. Since these companies dominated the industries with consistent double-digit growth, investors ignored high P/E ratios, in the hope that future earnings would inevitably “catch up” to even the most inflated valuations. Yet, this wasn’t seen as speculation, but as a premium for certainty or prosperity. Investors weren’t just buying shares, but were buying a perceived guarantee of future dominance. It was an ultimate psychological trap: if you believe the future is guaranteed, then it’s not a bubble.
‘One-decision’ stocks
Since the stocks appeared so promising, institutional investors, fund managers and financial analysts of that era termed them as ‘one-decision’ stocks, a popular Wall Street phrase at that time. In his book titled Stocks For The Long Run, Jeremy J. Siegel, finance professor of the University of Pennsylvania, said that since the prospects of these stocks were so bright, many analysts claimed that the only direction the stocks could go was upwards.
The oil catalyst and the collapse of Nifty Fifty
The spark that lit the fire came from outside the markets. In 1973, the Organization of Arab Petroleum Exporting Countries (OAPEC), a subgroup of the larger OPEC cartel, used oil as leverage during the Yom Kippur War, fought between Egypt and Syria on one side and Israel on the other. Oil supplies were cut, prices surged and the shock quickly rippled across the global economy.
The Arab oil embargo imposed by OAPEC triggered an inflationary spike that fundamentally broke the math behind the era’s favourite stocks. The Nifty Fifty “giants” were trading at a massive price, often more than 40 times their earnings. The reason was simple: investors assumed cheap energy and low inflation were permanent. As OAPEC-driven inflation hit the roof, the logic flipped: high interest rates eroded the value of future growth, and soaring fuel costs began to eat into corporate margins. The result was brutal, a prolonged and painful correction. A few iconic stocks, such as Polaroid, plummeted by as much as 90%.
The story of the Nifty Fifty is not just about a market crash, but about how a belief can collapse, and how brutally expensive that collapse can be. In fact, many companies in the Nifty Fifty did not fail at all and continue to perform well today, but what failed was the price investors were willing to pay for them. The lesson was painful, but enduring: even the best companies cannot justify an inflated price; no matter how promising the future growth appears.
And as American philanthropist and investor Warren Buffett would later remind investors, “Price is what you pay. Value is what you get.” Perhaps it is time we learn the simple truth that stock markets, time and again, continue to teach.
(The writer is an NISM & CRISIL-certified Wealth Manager and certified in NISM’s Research Analyst module)
Published – March 27, 2026 01:04 pm IST
