Our company was founded in 1969 by Dr. Karsanbhai Patel. He started making detergent powder by hand in the backyard of his home. Today, Nirma has over 15,000 employees and annual turnover of over Rs. 3550 crores. It is one of the largest detergent brands in the world. Nirma provides quality products at affordable prices and has captured a large market share in India through innovative products and effective marketing strategies such as radio advertisements. Going forward, the company aims to expand its brands globally through joint ventures and launch new products.

1. OUR COMPANY
Presented by – UTPAL
RAJKONWAR
NERIM-GUWAHATI

2. FOUNDER OF OUR COMPANY
Founder of Nirma is Dr.
Karsanbhai Patel, son of a small-
time farmer and a qualified
Science graduate. In 1969, the
year he founded Nirma,
Karsanbhai Patel was working as
junior chemist in Government
laboratory. In the night
Karsanbhai used to make
detergent in the 100 Sq. Ft. back
yard of his home, using bare
hands and bucket.
Karsanbhai Khodidas Patel

3. AGENDA FOR DISCUSSION
 PAST & PRESENT SENERIO OF NIRMA Ltd
 VISION,MISSION & PHILOSOPHY
 HISTORY OF NIRMA
 WINNING STRATEGY OF NIRMA
 SWOT ANALYSIS OF NIRMA LTD.
 ANALYSIS THROUGH BCG MATRIX.
 ANALYSIS THROUGH PORTER’S MODEL
 FUTURE ANTICIPATION.

4. Our COMPANY PROFILE
Type: Private
Industry: FMCG
Founded : 1969
Founder : karsonbhai patel (CMD)
Product : Nirma Detergent, Nirma soap
Corporate Address: Nirma House, Ashram
Road,Ahmedabad-380009, Gujarat
www.nirma.co.in

5. ABOUT NIRMA COMPANY
Nirma is a group of companies based in the city
of Ahmedabad in western India that manufactures products
ranging from cosmetics, a well known entrepreneur and
Karsanbhai Patel, soaps, detergents, salt, soda ash,
philanthropist of Gujarat, Injectibles.
LAB and started Nirma as a one-man
operation.
Today Nirma has over 15000 employees and a turnover of
over Rs. 3550 crores. In 2004, Nirma's detergent
approached 800,000 tonnes one of the largest volumes sold
in the world – under a single brand 'NIRMA'.

6. VISION
Better quality product and services that maximize value to
the customer
MISSION
To Provide
“Better Products, Better Value, Better living”

8. SOME FACTS OF NIRMA
•“Nirma” is name after Nirupama(Nima) daugther of
Dr.Karsanbhai patel
•“Dudh si safedi nirma se aye rangin kapada bhi khil khil jaye” jingle
used for last 35 years
• Same radio spot has been used consistenly for last 28 years.
• Nirma is one of the largest selling single detergent brand in the
world.

9. Of NIRMA since 1969

10. MILESTONES OF SUCCESS
TODAY
One of the worlds largest and most integrated
manufaturer of detergent and toilettries.
Largest player of india detergent market with a
share of 38%.
Second largest toilet soap marketer of the
country with a share of 20%

11. SUCCESS STORY OF NIRMA
It was in 1969 that Dr. Karsanbhai Patel started
Nirma and went on to create a whole new
segment in the Indian domestic detergent
Karsanbhai Patel used to make detergent
market.
He gave a money back guarantee with every
pack that was the backyard of his managedin
powder in sold Karsanbhai Patel house
toAhmedabad and powder for Rs. 3 door to
offer his detergent then carry out per kg
when the cheapest detergent at that time was
door selling of his hand made product.
Rs.13 per kg and so he was able to
successfully target the middle and lower middle
income segment.

12. Sabki Pasand Nirma
Nirma became a huge success and all this was a result of
Karsanbhai Patel's entrepreneurial skills.
Karsanbhai Patel had good knowledge of chemicals and he came
up with Nirma detergent which was a result of innovative
combination of the important ingredients. Indigenous method was
used ,and also the detergent was more environment friendly.
Nirma has always been known for offering quality products at
affordable prices and thus creating good value for the consumer .
In the 1980s nirma moved ahead of Surf , a detergent by HLL , to
capture 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.

13. Our products
Detergents Soaps
•Nirma Bath Soap
•Nirma Washing Powder
•Nirma Premium soap
•Nirma Detergent Cake
•Nirma Beauty Soap
•Super Nirma Washing Powder
•Nirma Lime Fresh Soap
•Nirma Popular Detergent
•Nima Rose
•Nirma Popular Detergent Cake
•Nima Sandal
•Nima Green Powder
•Nima Lime
•Nima Herbal
•Nirma Herbalin

14. OTHER PRODUCTS
Nirma bauty shampoo
Nirma Shikakai
Nirma Toothpaste
Iodized Nirma Free Flow Salt
INDUSTRIAL PRODUCT
 LAB ( Linear Alkyl Benzene )
 AOS ( Alfa Olefin Sulfonate )
 Sulfuric Acid
 Glycerin
 Vacuum Evaporated Iodized Salt
 SSP ( Single Super Phosphate )
 Sodium Silicate

15. Distribution channel :
NIRMA (8 location)
Depots (35)
Distributor (2000)
Retailer (2 Mn)
Customer (400Mn)

16. ADVERTISING :
 Radio Advertising
 T.V. Advertising
 Through add films promoting the sales of its products
Brand Ambassadors :
 Sonali Bendre
 Preeti Jhangiani
 Hansika Motwani (Current)

17. WIINING STRATEGY OF NIRMA
VALUE FOR
CUSTOMER
BUSINESS
IDEA
BACKYARD MARKETING AND
MARKET CREATION INTEGRATION DISTRIBUTION
ECONIMIES PRODUCT UMBRELLA PARALLEL
OF SCALE INNOVATION BRANDING DISTRIBUTION

18. WIINING STRATEGY OF NIRMA
Nirma adopted backward integration strategy for the regular supply of raw
materials,90 % of which they manufacture themselves.Nirma also gave due
importance to modernization ,expansion and upgradation of the production
facilities.The company also made sure that it uses the latest technology and
infrastructure.
The best case of - Give your consumer where he wants and at the price he
wants, selling will be done quite automatically. This is the marketing
'mantra' of Nirma.

19. Company analysis through
BCG MATRIX
PORTER’S MODEL

20. PORTER’S MODEL FOR NIRMA

21. BCG Matrix Of NIRMA
Nirma
Detergent
Nirma
Powder and
Beauty
Cake
Shampoo
Market growth rate
High Stars Question Marks
Low Cash Cows Dogs
Nirma
Nirma toothpa
Bathing
Soap High Low ste
Relative market share

23. SWOT ANALYSIS OF NIRMA
Strength
S W Internal
factors
Weaknesses
•Low cost
•Strong distribution channel •Sub-optimal working condition
•High productivity •Less popular with the elite class
•High brand quality •High interest burden
•Lack of global tie-up
Opportunities
O T External
factors
•A growing FMCG market Threats
•Fast development rural market
•Strong competitors
• Entry into other categories like
•Substitute product
shampoo, toothpaste.
•Market entry by new players
Positive Negative

24. 10 YEAR DOWN THE LINE:

25. Future strategies of our company (Next 10 year
down the line)
We expand our brands in global market with the help of joint venture business
with P &G
 Insurance business.
Manufactured a new product „Nirma Deodorent‟ ,„Nirma Face wash‟. (man & women)