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Nirma Case Study

Nirma Case Study



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Published by Pathikary

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Published by: Pathikary on May 10, 2010
Copyright:Attribution Non-commercial


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Pramita Athikaray –Neelam Rathode –Vibha Sahu –B.Chaitanya Kumar -
 The NirmaStory
aadynamic phenomenon,dynamic phenomenon,a philosophy,a philosophy,a revolution…a revolution… that changed our lives!that changed our lives!
A Gujarati entrepreneur,
Dr. Karsanbhai Patel
, setup his first detergent-making unit in the backyard of his home in Ahmedabad - measuring all of 100 squarefeet.
With bare hands and a bucket, he would prepare thedry mix detergent powder that he had invented, packthem in polythene bags and then set off on hisbicycle to sell the
packets door to door
Every packet of Nirma that Karsanbhai Patel sold tohis consumers came with a
money back guarantee
cost-conscious approach
of the initial yearswas to evolve into a strategic perspective.
Nirma was setup with Simple YetSuperior Marketing Strategy
Product Positioning:
Nirma found its placebetween the expensive detergents and inferiorwashing soap slabs. The Nirma brand was quicklyrecognized in Gujarat and neighboring parts of Maharashtra and the rest is history.
Nirma transformed the face of Indiandetergent market by staging the strength of low-costdetergent powder segment. The new yellow powderwas priced at Rs. 3 per kg, at a time when HLL's Surf was priced at Rs 13.
Nirma targeted non-users of Surf thusavoided the attention of HLL and later grew rapidlyand was unstoppable once it was in the right mode.

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