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  • Prasanth C Nair Abin Jimshiya Akhil Sinu Manu

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    The document summarizes the rise of Nirma from a small backyard operation to one of the largest detergent companies in India. It started in 1969 when Karsanbhai Patel began manufacturing a phosphate-free synthetic detergent powder in small batches in his backyard. By establishing factories, expanding distribution, and focusing on the lower price segment, Nirma was able to dominate the Indian detergent market. It grew to sell over 80,000 tons of products annually, including detergents, soaps, and personal care items, capturing a 38% market share. Nirma continues to strengthen its position in India by prioritizing value, backward integration, and effective marketing.

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    The document summarizes the rise of Nirma from a small backyard operation to one of the largest detergent companies in India. It started in 1969 when Karsanbhai Patel began manufacturing a phosphate-free synthetic detergent powder in small batches in his backyard. By establishing factories, expanding distribution, and focusing on the lower price segment, Nirma was able to dominate the Indian detergent market. It grew to sell over 80,000 tons of products annually, including detergents, soaps, and personal care items, capturing a 38% market share. Nirma continues to strengthen its position in India by prioritizing value, backward integration, and effective marketing.

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    13 views12 pages

    Prasanth C Nair Abin Jimshiya Akhil Sinu Manu

    Uploaded by

    Prasanth C Nair
    The document summarizes the rise of Nirma from a small backyard operation to one of the largest detergent companies in India. It started in 1969 when Karsanbhai Patel began manufacturing a phosphate-free synthetic detergent powder in small batches in his backyard. By establishing factories, expanding distribution, and focusing on the lower price segment, Nirma was able to dominate the Indian detergent market. It grew to sell over 80,000 tons of products annually, including detergents, soaps, and personal care items, capturing a 38% market share. Nirma continues to strengthen its position in India by prioritizing value, backward integration, and effective marketing.

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    of 12

    BY Prasanth C Nair Abin Jimshiya Akhil Sinu Manu

    The detergent market can be classified into premium (Surf, Ariel), mid-price (Rin, Henko, Tide) and popular segments (Nirma, Wheel, Mr. White)
    a) They account for 15%, 40% and 45% of the market respectively, which is only 60 per cent of the total market. b) Regional and small unorganized players still account for a significant 40% of the total detergent market. c) Per capita consumption of detergent in India (2.7 kg) is lower than any other country

    From
    Backyard of a Small House

    To
    Becoming One of Worlds Largest and Most Integrated Detergent Comp.

    15-20 Packets A day

    Over 80000 Tons Annually with 38% Market Share

    A DREAM

    A REALITY

    Established in 1969 by Karsanbhai Patel Patel a chemist at Gujarat Govt. Dept Of mining & Geology Manufactured phosphate free synthetic detergent powder Named the powder as Nirma, after his daughter Nirupama Sold 15- 20 packets daily in Kishnapur (Gujarat)

    Established 6 manufacturing facilities Network of 400 distributors & 2 million retail outlets Expanded to Bangladesh with JV of Commerce Overseas Ltd By 1970, Nirma dominated the detergent powder market Till 1985 - became most popular detergent brand By 1990, Nirma entered the Indian toilet soaps market Nirma Beauty soap By 1999, Nirma was a major consumer brand offering a range of detergents, soaps and personal care products

    Its the third largest detergent player selling after HUL & P&G Nirma rules in lower price segment

    Its market share has grown from 38% to 43% over the past years
    It believed in the power of positive word of mouth from satisfied users of our products

    NIRMA

    Consumer Products

    Industrial Products

    Soaps Detergents Edible Salt Scouring Products

    LAB ( Linear Alkyl Benzene ) AOS ( Alfa Olefin Sulfonate ) Sulfuric Acid Glycerin Soda Ash Pure salt Vacuum Evaporated Iodized Salt SSP ( Single Super Phosphate ) Sodium Silicate

    Value for money Market Creation Backward Integration Marketing and distribution

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