NIRMA

PRODUCT CATEGORY: DETERGENT BRAND STORY
•INCEPTION: It was in 1969 that Dr. Karsanbhai Patel introduced Nirma and went on to create a whole new segment in the Indian domestic detergent market. •The detergent powder market was pioneered in India by HLL's Surf in 1959.But by the 1970s, Nirma dominated the detergent powder market,simply by making the product available at an affordable price.

used to make detergent powder in the backyard of his house in Ahmedabad and then carry out door to door selling of his hand made product. 3 per kg when the cheapest detergent at that time was Rs.• Karsanbhai Patel was working as junior chemist in Government laboratory.  Karsanbhai Patel managed to offer his detergent powder for Rs. • He gave a money back guarantee with every pack that was sold. .13 per kg and so he was able to successfully target the middle and lower middle income segment.

. Nirma has always been known for offering quality products at afforbable prices and thus creating good value for the consumer’s money. NAMING: he decided to call it Nirma.  Nirma focused on cost reduction strategies to make a place for itself in the market. derived from the name of his daughter Nirupama  Nirma created an entirely new market segment in the domestic marketplace and quickly emerged as a dominant market player.

Nirma entered the Indian toilet soaps market with its Nirma Beauty soap. HLL's share was 31% for the same period.  By 1999. In 1990. Nirma had also garnered a 38% share of India's 2.4 million tonnes detergents market. which had a share of 8%. Nirma becameIndia's second largest manufacturer of toilet soaps by acquiringa 15% share of the market. Nirma'sperformance was remarkable as compared to Godrej.  By 1999-2000. .  Though way behind HLL's share of 65%.

Better Living" contributed a great deal to its success. Nirma went ahead with category extension with new products in the premium segment. The various extensions  As its journey continued. "Better Products. Better Value.  In 2000.  Thecompany‘ s mission to provide. It entered into new line of toilet soaps. Nirma became a Rs 17 billion company within three decades. Starting as a one man operation in 1969. the company also entered into the hair care segment with a product called Nirma Shikakai .

 Since the launch of Nirma detergent powder in 1969. . the Nirma portfolio has expanded to include fabric care products. the underlying philosophy remains consistent – to deliver value-for-money products to consumers. packaging and chemicals.  However.. food products. personal care products.

Nima Rose. Nirma Beauty Soap. Nirma Lime Fresh Soap. Nirma Popular Detergent Cake Salt: Nirma Shudh Scouring Products: Nirma Clean Dish Wash Bar. Nima Bartan Bar . Consumer Products Soaps: Nirma Bath Soap. Super Nirma Washing Powder. Nima Sandal Detergent: Nirma Washing Powder. Nirma Popular Detergent Powder. Super Nirma Detergent Cake.Products of Nirma:     1. Nirma Detergent Cake.

Brand Image & Positioning .

is perhaps the most enduring image of the brand. however. Think of Nirma and the picture of a little girl twirling around in her whitefrock with the familiar jingle Washing powder Nirma comes to mind.  In the early years. the design was changed and an image of his daughter Nirupama was featured on the pack. Later. featured in Nirma’s television advertising. The white dancing girl. . the Nirma packet featured a lady washing a garment.

Purnima is the advertising agency that has been handling brand Nirma’s creative and media mandate for the last 30 years and has been consistently focussing on the value-for-money angle. rangeen kapda bhi khil khil jaye’ – has continued to echo in the drawing rooms of middle-class Indian homes through the decades. Its simple and catchy jingle – ‘Dudh si safedi Nirma se aye. While the jingle stresses on the product. it also salutes budgetconscious Indian housewife. .

but giving it a modern look.Though the brand has maintained a low profile yet iconic brand status. Hemas and Sushmas’ of the world were replaced by Russian ballet dancers. the ‘Jayas. in 2009. Thus. brand Nirma got an image makeover as TapRoot India. performing underwater to some opera music in the background. The original Nirma jingle also got a modern twist. . the venture group of Agnello Dias and Santosh Padhi. took over the reins of the advertising mandate. The brief given to the agency by Nirma was to create an advertisement that matched up to the increasing aspirational levels of its customers.

Washing Powder Nirma’ Product with low price without compromising on quality USP .Parent Company Category Sector Nirma Ltd Home Care brands.detergents FMCG Tagline/ Slogan ‘Sabki Pasand Nirma.

STP Segment Economy Segment Target Group All Indian households and laundry stores Positioning Quality at very affordable price .

1.000 tonnes – one of the largest volumes sold in the world – under a single brand 'NIRMA'. In 2004.SWOT Analysis Strength 1. Market leadership in detergent market (mid priced segment) 4. Highly successful initial advertising campaign 5. Unable to completely penetrate in premium segment because of image Weakness . Nirma's detergent approached 800. Limited export market as compared to international brands 2. Strong brand equity developed over the years 2. Wide distribution network 3.

Tide 4.Surf Excel 3.Wheel Threats Competitors . Export to developing /neighboring countries 2.Opportunity 1. Broad attack from HUL and P&G 3. Growing income levels of India can cause shift to premium segment washing powders Competition 1. Increase market share in premium segment by launching variants 1. Guerilla attack from local and independent producers 2.Ariel 2.