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Nirma Popular Detergent Powder

Nirma Popular Detergent Powder

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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.
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Nirma Limited

Ashram Road, Ahmedabad, Gujarat
2.3/5
★★★★★
★★★★★
(3)
2.3/5 ★★★★★ ★★★★★

Reviewed by 3 Users

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Devi ★★★★★ ★★★★★

08-September-21

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A

Ayush Pandey ★★★★★ ★★★★★

14-June-21

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Product Description

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.


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Nirma Popular Detergent Powder

About the Company

Year of Establishment1969
Legal Status of FirmLimited Company (Ltd./Pvt.Ltd.)
Nature of BusinessManufacturer
Number of Employees1001 to 2000 People
Annual Turnover Rs. 5000 - 10000 Crore
IndiaMART Member SinceDec 2009
GST24AAACN5350K1ZJ

Nirma is one of the few names - which is instantly recognized as a true Indian brand, which took on mighty multinationals and rewrote the marketing rules to win the heart of princess, i.e. the consumer.

Nirma, the proverbial Rags to Riches saga of Dr. Karsanbhai Patel, is a classic example of the success of Indian entrepreneurship in the face of stiff competition. Starting as a one-man operation in 1969, today, it has about 14, 000 employee-base and annual turnover is above Rs. 25, 00 crores.

India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse marketplace, Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference towards its value-for-money products.

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 a one of the widely discussed success stories between the four-walls of the B-school classrooms across
the world.

The performance of Nirma during the decade of 1980s has been labelled as Marketing Miracle of an era. During this period, the brand surged well ahead its nearest rival Surf, which was well-established detergent product by Hindustan Lever. It was a severing battering for MNC as it recorded a sharp drop in its market share. Nirma literally captured the market share by offering value-based marketing mix of four P s, i.e. a perfect match of product, price, place and promotion.

Now, the year 2004 sees Nirma s annual sales touch 800,000 tones, making it one of
the largest volume sales with a single brand name in the world. Looking at the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 but this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma the largest detergent and the second largest toilet soap brand in India with market share of 38% and 20% respectively.

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Seller Contact Details

Tushar Pandya

Nirma House, Ashram Road
Ashram Road
Ahmedabad - 380009, Gujarat, India

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