It was way back in ‘60s and ‘70s, where the domestic detergent market had only premium segment, with very few players and was dominated by MNCs. It was 1969, when Karsanbhai Patel started door-to-door selling of his detergent powder, priced at an astonishing Rs. 3 per kg, when the available cheapest brand in the market was Rs. 13 per kg. It was really an innovative, quality product – with indigenous process, packaging and low-profiled marketing, which changed the habit of Indian housewives’ for washing their clothes. In a short span, Nirma created an entirely new market segment in domestic marketplace, which is, eventually the largest consumer pocket and quickly emerged as dominating market player – a position it has never since relinquished. Rewriting the marketing rules, Nirma became one of the widely discussed success stories between the four-walls of the B-school classrooms across the world.
Excellence in Diversification
Industrial Products
Keeping promise of its tag line Better Products, Better Value, Better Living, Nirma undertook backward integration into manufacturing of Industrial Products like Soda Ash, Linear Alkyl Benzene, Caustic Soda, etc. In the beginning industrial products catered to captive consumption, however later on started serving other sectoral players including its competitors. By ways of consolidation, expansion and acquisition Nirma placed itself at the forefront of the Industrial products’ market leaders. All the manufacturing units are located in Gujarat.
Consumer Products
Detergent Powder is how brand Nirma started its journey into consumer market and soon became the most household name via its eye-catching, mass marketing advertising campaigns. Deriving inspiration from its success in the Detergent Powder market, Nirma expanded its product portfolio by introducing the Nirma detergent cake in 1987. With unparalleled success story in fabric care, Nirma later on forayed in bathing soap and scouring bar product categories with repeated success story. All the manufacturing units are located in Gujarat.