Dr. Karsanbhai Patel founded Nirma in 1969, mixing detergent ingredients in his backyard and selling door-to-door. Gradually Nirma became well-known for its affordable yet high-quality products. Today, Nirma has over 14,000 employees and annual revenue over Rs. 5,000 crore, serving customers across India with detergents and soaps. Nirma pioneered penetrative pricing and focused on lower income customers for many years before expanding to other market segments. Its widespread distribution network and memorable jingles have made Nirma a household name in India.

1. SINCE 1969
“BETTER PRODUCT, BETTER VALUE, BETTER LIVING”

2. COMPANY HISTORY
In 1969, a son of small-time farmer was trying to
mix Soda Ash and few other intermediaries, to make
a detergent produce. He was a qualified Science
graduate and was working as junior chemist in
Government laboratory. As a moonlighting activity,
he was making detergents in the 100 Sq. Ft. back
yard of his home, using bare hands and bucket. Once
the mixture is ready, he used to pack them in
polythene bag and was selling door-to-door…
Gradually, the product became well accepted in the
consumer community, and the rest is known to one
and all… This is a success of a first generation
entrepreneur, on his way to create history in the
Indian marketplace - that was Dr. Karsanbhai
Patel.

3. COMPANY PRESENT
 Nirma soon became famous for being both very
affordable and qualitative.
 Today Nirma is all over the country with over
14000 employees and a revenue of over Rs.5000
Crore.
 Nirma consistently served the lower end of the
market for many years and recently it moved
towards serving the upper end of the market.
 It mainly operates in the detergent and toilet
soap segment.
 It has been for many years been the face of value
for money detergents.

4. 4 P’S OF NIRMA
Product:-

5. PRODUCT :-
Product quality
Product design
Feature
Packing and size

6. PRICE :-
 Nirma Used Penetrative
pricing Strategy in market
 Introductory price of nirma
is 3.5 Rupee with compare
to Surf is 13 Rupee in
market
 Nirma Washing Powder has
positioned itself as a brand
offering quality product at
reasonable prices.
Nirma 1KG (Rs.49)
Nima Soap 250(Rs.12)
Nirma Cake 250gm (Rs.10)

7. PLACE :-
NCCL
Principal Channel [Nirma Products]:
§ Lowest Cost system in India
§ Speed in distribution
§ Flexibility
Parallel Channel [Nima Products]:
§ Wider Reach
§ Speedy Market Intelligence
§ Competitive edge & Better focus
 Nirma Washing Powder has
a Pan-India presence that
has spread to every nook
and corner of India.
 It operates via its
headquarters based at
Ahmedabad in Gujarat &
manufacturing plants at
Bhavnagar and Baroda.
 More than 400 distributors
and 14000 wholesaler and
2M retail outlet in India
 Nirma have more than 40
depot all over India.

8. PROMOTION
Advertisements :-
• TV (All Regional Language)
• RADIO
• BILL BOARD
• POSTER ON BUS AND TRAIN
Nirma has very catchy jingles which have been with the brand for
decades :-
• Doodh si safedi Nirma se aaye, rangeen kapda bhi
khil khil jaye’ and ‘Hema, Rekha, Jaya aur Sushma
sabki pasand Nirma’
• ‘Naye Zamane Ke Ziddi Daagon Ke Liye’

9. Past to present

10. SWOT ANALYSIS OF NIRMA
Strengths
• First mover advantage
• Wide distribution
network
• Pricing
• Market Penetration
Weakness
• Perception of cheap
• Not have to much of variants for
upcoming technology
• No Credit Period
Opportunity
• Diversification
• Create a another brand for
premium segment market
Threats
• Competition
• Income shifting to higher

11. MARKET SEGMENT
Geographic
• The reach of Nirma is excellence because of its distribution channel.
• Since it caters Rural and Urban area, it spread vast.
Demographic
• It consider the economic level of consumer.
• Nirma is made for the people who could not afford detergent for higher price.
• Value for money
Psychographic
• Nirma made people relate to a brand when consumers could not afford a branded
detergent.

12. TARGETING
1970-1990
Mass Marketing(lower end
consumer)
1990-2010
Concentrated Marketing
2010-Present
Pricing Perceptive

13. POSITIONING
It is positioned as a powerful stain remover
which is low on cost.
Always upgrade the product.
First launch then Promotion
https://www.youtube.com/watch?v=wAh4cEcsJ0A

15. PROMOTION MIX
• Nirma use ATL marketing strategy.
• Use celebrity in advertisement.
• Promoting women empowerment via Ad.
https://www.youtube.com/watch?v=v2FviMZkX5s

16. BRAND EQUITY
 Nirma over all perceived value is higher as Compare to Surf, Tide, Wheel,
and other. Nirma also introduced different products like salt & Beauty
soap and nirma become no. 1 Brand in India.
BRAND AWARENESS
 It used his Brand campaign which is very successful in India.
BRAND LOYALTY
 My grandmother :- “Beta ghar me surf khatam ho gaya hai Nirma le aa”

17. USP

18. COMPETITORS