The British East India Company arrived as traders in India in the early seventeenth century. Over a century, when the Mughal Empire was strong, the British established a foothold in India by establishing trading posts along the coast of India. Such posts were established in Madras, Calcutta and Bombay. From these posts, as the Mughal empire weakened, the British started to strike alliances with local rulers to strengthen their political power. They did this first in South India from their base in Madras and emerged victorious against the French for the control of the South. Meanwhile, they defeated the Nawab of Bengal in the Battle of Plassey in 1757 and gained control over Bengal. This was the beginning of British rule in India.