Karsanbhai Patel’s
innovative marketing strategies pulled the rug from under the multinationals.
Karsanbhai Khodidas
Patel, founder of the Nirma
group
In 1969, at age 24,
Karsanbhai started manufacturing phosphate-free detergent powder (named Nirma
after his daughter Nirupama).
He continued with his
day job, and sold the detergent while cycling to work.
Patel also gave a
money-back guarantee on every pack sold
Started as a one-man operation in 1969 created a whole new segment in the Indian domestic detergent market, with one of the most recognisable Indian brands becoming Sabki Pasand Nirma. Nirma focused on cost reduction strategies to make a place for itself in the market.
A little while later, he also set up shop in Ahmedabad and
with the right marketing practices like housewife-friendly advertisement
jingles, Nirma took leading multinationals by surprise and quickly established
itself in Gujarat and Maharashtra.
Started as a one-man operation in 1969 created a whole new segment in the Indian domestic detergent market, with one of the most recognisable Indian brands becoming Sabki Pasand Nirma. Nirma focused on cost reduction strategies to make a place for itself in the market.
In 2004, the Nirma group expanded into
pharmaceuticals by acquiring an IV fluid factory in Ahmedabad. It also acquired
US-based Searles Valley Minerals to
become one of the top producers of soda ash in the world.
Karsanbhai now plays the role of elder
statesman at the group, his two sons
having taken over day-to-day management. Rakesh Patel into overseas procurement and logistics
Hiren Patel heads marketing and finance.
for Brand Nirma
Instead of focusing only on volume growth, Nirma strives to maintain its margins by adopting a judicious mix of volume, price and quality driven strategies.
No comments:
Post a Comment