Extensive investigation on self-assembly of DDAB in aqueous medium is severely restricted due to its insolubility. However, DDAB is highly soluble in acetonitrile, which allows investigation in a wide range of concentrations. An unusual aggregation phenomenon is exhibited by DDAB in acetonitrile, displaying six breaks in conductivity-concentration profile in a wide concentration regime. This study along with that of steady state fluorescence measurements indicate the presence of six-step self-assembly phenomena to occur in the system. HRTEM experiments show the presence of fascinating morphologies of the aggregates. The experimental observations are analyzed and the driving forces behind the phenomena are discussed. (C) 2018 Elsevier B.V. All rights reserved.