SONALI BENDRE WITH NIRMA SOAP

Description :
With its market promise to offer “Better Products, Better Value, Better Living,” Nirma introduced
‘Nirma Beauty Soap’ in the year 1992. Available in three different variants and pack sizes, this
soap has a TFM content of 70%. Due to its admirable perfume and a higher TFM content, this
brand, within a short span of five years, had achieved the status of the third largest selling toilet
soap brand and still continues its outstanding performance.

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].

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 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.

Super Nirma Washing Powder ::...

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 has re-launched `Nirma Shudh Salt' in an entirely new moisture-proof pack to
help retain its original qualities and provide vacuum-evaporated, extra free flow salt. It
is claimed that unlike other branded salts, which are sun-dried in the salt fields and
then refined, the entire process is totally devoid of human contact. It reportedly comes
with a guarantee of being the best in the quality parameters of iodine content, free-
flowing nature, saltiness, whiteness and the size of the granules.