SABKI PASAND NIRMA….

In the summer of 1969, a Gujarati entrepreneur, Dr. Karsanbhai Patel named Nirma after his daughter’s name Nirupama and set up his first detergent making unit in the backyard of his home in Ahmedabad – measuring all of 100 square feet. 

He used to 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 pr kg and so he was able to successfully target the middle and lower middle income segment.

The process of detergent production was labor intensive and this gave employment to a large number of people. Nirma had more than 35% market share in the detergent segment and around 20% market share in the toilet soap segment.

PROMOTION: Nirma's advertising has always focused on the value-for-money angle. Its simple and catchy jingle – Dudh Si Safedi Nirma Se Aye, Rangeen Kapda Bhi Khil Khil Jaye has continued echo in the drawing rooms of middle-class Indian homes through the decades. The white dancing girl, featured in Nirma's television advertising is, perhaps, the most enduring image of Nirma.

STUCK IN TIME: Brand recall doesn't translate into brand purchase. It is the product utility and connects that matters. There was a huge market expansion with substantial launching of various new brands. During the course of time, Nirma might have changed a little but the difference was not made visible to the general public.

The company’s mission “Better Products, Better Value, Better Living" contributed a great deal to its success.