BBA-MBA Integrated

Term– VI

INDIAN BUSINESS HISTORY

Individual Assignment

Submitted to

Prof. Rafia Khan

On

(31/03/21)

Submitted by

Roll No. Name

197215 Dev Patel

TOPIC-1
Probably everyone’s ears in India would stand straight up for the most popular ‘Washing
Powder Nirma’ advertisement tune. There is no one who does not identify this women-
friendly song from the ’80s. After all, its ‘Washing Powder Nirma’.

The founder is as popular as the song is Karsanbhai Patel’s brainchild, Nirma the
detergent powder, was a big hit in the Indian Market. The brand did not become an
overnight success. A lot of dedication, hard work, and efforts of Mr. Patel have made this
brand one of the top-class brands in the detergent industry.

Though not born with a golden spoon, Karsanbhai’s hard work and relentless
perseverance made him one of the ace players in the market. Even in the wildest of
imaginations, it’s really hard to imagine that a farmer’s kid would grow up to become
such an inspiring and influential businessman who would change the way people look at
detergent powders.

Karsanbhai was born in a small village called Ruppur in Mehsana, Gujarat. He had an
affinity towards the manufacturing of detergent powders from a very young age. After
completing his graduation in Bachelors of Science – Chemistry, he started his career as
a lab technician at New Cotton Mills, Ahmedabad. The Cotton Mills was the inception of
Kasturbhai Lalbhai, co-founder of Arvind Mills.

Karsanbhai was very competent in the areas of Chemicals, and that motivated him to
join the Geology and Mining Department of the State Government of Gujarat in the year
1969. After this, he slowly started feeding his passion.

His first work floor was his 10x12ft room. He not only experimented in this room but also
manufactured, packaged, and started selling the products as well. Mr. Patel carried
packets of this handmade detergent on his bicycle and started selling them door-to-door
on his way to the office. Competing with well-known brands like Procter & Gamble, and
Hindustan Lever was no joke. The detergent powders and the cake manufacturing were
completely dominated by these multinational corporations. He also implemented the
‘money-back’ guarantee policy to all his customers that bought the soap powder from
him.

Karsanbhai’s detergent was sold at INR 3/- per kg. The consumers started liking the
product as it was priced really less. Who would refuse to invest in a high-quality product
at an affordable price? His detergent started to attract much attention alongside the
other reputed brands.

After selling it for three years, Karsanbhai inaugurated his first shop in his hometown,
Ahmedabad. Well, to popularise a brand it is important to name it, isn’t it? The yellow-
colored detergent from Patel got the name ‘Nirma’ after his beloved daughter, Nirupama.
His daughter had passed away in a car accident, and the enormous affection and love
towards her came in the form of ‘Nirma.’
Buying expensive detergents was quite impossible for the lower-middle-class families.
With Nirma being sold at INR 3/-, everyone started to fall in love with the brand instantly.
The detergent powder followed by cakes became a major success in the states of
Maharashtra and Gujarat.

The lovely lyrics and the rhythmic music of the brand Nirma popularised the
advertisement too. Nirma became one of the most sought after products by a lot of
house-wives. The lyrics of the song touched the emotions of women, and that’s what
made Nirma a huge success in the Indian market.

Later, Karsanbhai came up with an eco-friendly formula that created a revolution in the
detergent industry. The launch of phosphate-free detergents attracted consumers of all
classes, and the other competitors also started implementing these ideas.

Nirma turned out to be one of the largest detergent selling companies in India within a
decade of its launch. As of today, this company boasts of 35% and 20% market share in
the world of detergents. Nirma Group also launched itself in the space of soda
manufacturing as well.

Recognizing the talent, The Government of India appointed Karsanbhai as the Chairman
of the Development Council for Soaps & Detergents twice. In the year 2017, Mr. Patel
bagged 38th position amongst the other India’s wealthiest people. He is also a proud
recipient of the Padma Shri Award.

For all those who are dreaming of taking their baby steps towards their dreams, the
inspiring personality of Karsanbhai Patel would definitely feel it more. Industrialists like
these have given rise to several other business tycoons with their tremendous passion
for their goals.