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Success story of nirma with kersan bhai patel

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Success story of nirma with kersan bhai patel

  1. 1. Success Story of Nirma with Karsan Bhai Patel Presented by - Rahul Saxena
  2. 2. What is Nirma ???  Nirma is a group of companies based in the Ahmedabad.  It manufactures cosmetics, soaps, detergents, salt, soda ash, LAB and Injectables.  Today Nirma has over 15000 employees and a turnover of over Rs. 3550 crores.
  3. 3. • Nirma’s Vision - Offer better quality products and services that maximise value to the customer. • Nirma’s Missions – Sustained innovation, an unceasing effort to deliver better value to consumers, through better product quality.
  4. 4. Sabki Pasand Nirma...  Karsanbhai Patel 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.  He gave a money back guarantee with every pack that was sold.  Karsanbhai Patel managed to offer his detergent powder for Rs. 3 per kg when the cheapest detergent at that time was Rs.13 per kg and so he was able to successfully target the middle and lower middle income segment.
  5. 5. • Nirma gave employment to a large number of people. Nirma focused on cost reduction strategies to make a place for itself in the market. • In the 1980s nirma moved ahead of Surf , a detergent by HLL , to caputre a large market share.Later, Nirma successfully entered in the premium segment of soaps and detergents. Nirma went on to become the largest detergent and the second largest soap company in India. • The Marketing Strategy of Nirma.
  6. 6. Nirma Girl The brand name is derived from Nirupama, the company owner’s daughter who died in a car accident but whose image has become iconic with the brand.
  7. 7. Achievements of Nirma • Starting as a one-product, one-man outfit from a 100 sq ft (9.3 m2) room in 1969, now it is multi-locational manufacturing facilities, and a broad product portfolio. • Nirma successfully countered competition from HLL and carved a niche for itself in the lower-end of the detergents and toilet soap market. • In 2000, Nirma had a 15% share in the toilet soap segment and more than 30% share in the detergent market. • Nirma's turnover for the year ended March 2010 increased by 17%.
  8. 8. The Man behind Nirma Name - Karsanbhai Khodidas Patel Born - 1945, Ruppur, Mehsana, Gujarat Education – B.Sc. In Chemistry Experience - first in the New Cotton Mills, Ahmedabad and then employee in the Geology and Mining Department of the state Govt. Current position – CMD of Nirma
  9. 9. • He started – In 1995 - Nirma Institute of Technology in Ahmedabad, which grew into a leading engineering college in Gujarat. In 2003 - Nirma University of Science and Technology. In 2004 - Nirmalabs education project, aimed at training and incubating entrepreneurs. Awards • In 1990 - the Federation of Association of Small Scale Industries of India (FASII), New Delhi, awarded - 'Udyog Ratna' award. • In 2001 - doctorate by Florida Atlantic University • In 2010 - Padma Shri Award for the year 2010.
  10. 10. Nirma Plant
  11. 11. Nirma University
  12. 12. Presented by - Rahul Saxena

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