Nirma Washing Powder ::... This product created a marketing miracle, when introduced in the domestic marketplace.

In 1969, when the detergents were priced so exorbitantly that for most of the Indians, it was a luxury item. Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. This product was priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. Owing to its unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to overtake the decades old brands, in terms of volumes. This brand had been ranked as the Most widely distributed detergent powder brand in India as per All India Census of Retail Outlets carried out in 435 urban towns by the AIMS (Asian Information Marketing & Social) Research agency [Brand Equity - The Economic Times, March 11, 1997]. As per the ORG-MARG Rural

Nirma Detergent Cake ::... Deriving inspiration from its success in the Detergent Powder market, Nirma expanded its product portfolio by introducing the Nirma detergent cake in 1987. Here again, the excellent pricequality equation tempted the consumers to try the product. Available in 125g and 250g pack sizes, this brand has done exceptionally well. AIMS survey ranked Nirma detergent cake as The Most widely distributed detergent cake brand. Due to its unique formulation, this product offers benefits like less melting in water, better stability, and therefore lasts longer. As per the ORGMARG Rural Consumer Panel [December 1998] survey, Nirma brand is ranked highest in terms of penetration in washing cakes / bars category [BT Rural Market Watch, Business Today, June 22, 1999].

Consumer Panel [December 1998] survey, Nirma brand has been ranked as highest in terms of penetration in washing powder category [BT Rural Market Watch, Business Today, June 22, 1999].

Super Nirma Washing Powder ::...

Super Nirma Detergent Cake ::... To meet the growing aspirations of consumers and to offer them value-chain product portfolio, Nirma introduced Super Nirma Detergent Cake, in 1992. Available in 125g and 250g pack sizes, this product, within a short span, convinced the consumers of competitor brands to switch their loyalty towards Super Nirma detergent cake. With a high detergency value, this product offers quality wash to their consumers. Super Nirma Detergent Cake was ranked as the fastest Climber for the year 1997-98 in the detergent cake/ bars category [BUSINESS TODAY, Octobers 22, 1998].

Exploding the myth that better quality always demands higher price, Nirma introduced a spray-dried blue coloured washing powder in the premium segment, in 1996. Available in 25g, 500g and 1000g packs, this product out-classed its competitor brands. Though, priced almost 40 % lesser, thus providing a very attractive value-for-money proposition. This brand, within a short span of two years, had cornered substantial market share in the premium detergent segment and continues to perform well.

Nirma Popular Detergent Powder ::... To cater to the needs of the specific target audience, Nirma launched a good quality product at a very affordable price. The objective is to convert the non-users of detergents into users and also prevent the competitors and local manufacturers to lure away the prospective Nirma consumers by sub-standard products. This product has created a loyal consumer base of its own and has established substantial amount of volumes. It is available in pack sizes of 500g and 1000g pack sizes.

Nirma Popular Detergent Cake ::...

The positioning of Nirma Popular Detergent Cake is similar to that of Nirma Popular Detergent Powder. This product is available in 125g and 250g pack sizes, targeted to first-time detergent cake user segment.

Nirma
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Nirma Limited

Type Industry Founded Headquarters Key people Products Revenue

Public FMCG 1969 Ahmedabad, India Karsanbhai Patel (CMD) Nirma detergent, Nima soaps Rs. 3350 crores (2009 standalone)

Rs. 4898.71 crores (2009 consolidated) Employees Website 14000 www.nirma.co.in

Nirma is a group of companies based in the city of Ahmedabad in western India that manufactures products ranging from cosmetics, soaps, detergents, salt, soda ash, LAB and Injectibles. Karsanbhai Patel, a well known entrepreneur and philanthropist of Gujarat, started Nirma as a one-man operation. Today Nirma has over 15000 employees and a turnover of over Rs. 3550 crores. In 2004, Nirma's detergent approached 800,000 tonnes one of the largest volumes sold in the world under a single brand 'NIRMA'.

Contents
[hide] 1 Major plants 2 3 4

[edit] Major plants

Glycerin Single Super Phosphate Infusions Injectibles Critical Care Products Medical Disposables

[edit] Overview
Starting as a one-product, one-man outfit from a 100 sq ft (9.3 m2) room in 1969, Nirma became a very successful company within three decades. The company had multilocational manufacturing facilities, and a broad product portfolio under an umbrella brand Nirma. The company's mission to provide, "Better Products, Better Value, Better Living" contributed a great deal to its success. Nirma successfully countered competition from HLL and carved a niche for itself in the lower-end of the detergents and toilet soap market. The brand name became almost synonymous with low-priced detergents and toilet soaps. However, Nirma realized that it would have to launch products for the upper end of the market to retain its middle class consumers who would graduate to the upper end. The company launched toilet soaps for the premium segment. However, analysts felt that Nirma would not be able to repeat its success story in the premium segment. In 2000, Nirma had a 15% share in the toilet soap segment and more than 30% share in the detergent market. Aided by growth in volumes and commissioning of backward integration projects, Nirma's turnover for the year ended March 2000 increased by 17% over the previous fiscal, to Rs. 12.17 bn.

[edit] History
In 1969, dr. karsanbhai patel{2}, a chemist at the Gujarat Government's Department of Mining and Geology manufactured phosphate free Synthetic Detergent Powder, and started selling it locally. The new yellow powder was priced at Rs. 3.50 per kg, at a time when HLL's Surf was priced at Rs 15. Soon, there was a huge demand for Nirma in Ruppur (Gujarat), Patel's hometown. He started packing the formulation in a 10x10ft room in his house. Patel named the powder as Nirma, after his daughter Nirupama. Patel was able to sell about 15-20 packets a day on his way to the office on bicycle, some 15 km away. By 1985, Nirma washing powder had become one of the most popular, household detergents in many parts of the country. By 1999, Nirma was a major consumer brand offering a range of detergents, soaps and personal care products. In keeping with its philosophy of providing quality products at the best possible prices, Nirma brought in the latest technology for its manufacturing

facilities at six locations[3] in India. Nirma's success in the highly competitive soap and detergent market was attributed to its brand promotion efforts, which was complemented by its distribution reach and market penetration. Nirma's network consisted of about 400 distributors and over 2 million retail outlets across the country. This huge network enabled Nirma to make its products available to the smallest village. In November, 2007, Nirma purchased the American raw materials company Searles Valley Minerals Inc. - making it among Top-7 Soda Ash manufacturer in the world.[1]