Nirma

The Story Behind It’s Success

Prepared By: P Sirish Kumar

MBA 1st Semester
Section-B
Roll No.: 38
Introduction
Type: Public
Industry: FMCG
Founded: 1969
Headquarters: Ahmedabad, Gujarat
Key People: KarsanBhai Patel
Products: Nirma Detergent and Soap
Revenue: 4898.71 crores (consolidated)
Employees: 15000+
The Beginning
KarsanBhai patel

Invention of the
product

Money Back
Guarantee
Marketing Strategy

Product Positioning

Pricing

Distribution

Nirma was setup with simple yet superior

marketing Strategy.
Road To Success
In the early 1970’s
(The brand surfaced)
In the 1980’s
(HLL recognized disruptive threats)
In the 1990’s
(Umbrella brand adopted successfully)
In the millennium year
(Managed to hold a competitive market share)
Market Share

Detergents
Market Share

Toilet Soaps
Distribution
Whole
Nirma sellers
(8
Locations) Retailers
(2 Million)

Distributors
(400
Customers
Exclusive)
(400
Million)
Branding
 Nirma followed its original marketing and pricing strategies
in both economy and premium segment.

 Launched product categories like premium detergent and

premium toilet soaps

 Challenging the biggest competitor, HLL.

 Manufactured soaps with right scents keeping prices low.

 Geographical diversity – Pink soaps in north, Green and

sandal soaps in south.
Promotion
Advertisement only after the launching of
product

Value for money view

The Simple and catchy jingle

Cost spent on advertisement was

comparatively quite low.
Promotion Continued
In 2009 Nirma went under a personality
change

Now, Nirma is back to talking about the

dirt tackling properties of the detergent, as
well as use the legendary 'Washing
powder Nirma' jingle.
Corporate Social
Responsibility
Nirma Education and Research
Foundation (NERF) in 1994.

Nirma Labs which prepares aspiring

enterpreneures

Nirma Memorial Trust

Chanasma Ruppur Gram Vikas Trust

Present Scenario

Gross sales over 2400 crores.

8 manufacturing locations.
Amongst top 10 Indian Brands.
Nation wide Distribution reach.

- 2500 Distributors
- 20 lakhs Retailers
- 40 Depots
15000 employees and 500 professionals.
Consumer Products
Detergents
◦ Nirma Washing Powder
◦ Nirma Detergent Cake
◦ Super Nirma Washing Powder
◦ Super Nirma Detergent Cake
◦ Nirma Popular Detergent Powder
◦ Nirma Popular Detergent Cake
Consumer Products
Cont.

Soaps
◦ Nirma Beauty Soap
◦ Nirma Bath Soap
◦ Nirma Lime Fresh Soap
◦ Nima Rose
◦ Nima Sandal
Consumer Products
Cont.

Edible salt
◦ Nirma Shudh Iodized Salt

Scouring products
◦ Nirma clean dish wash bar
◦ Nirma bartan bar