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Nima

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Submitted By darshan
Words 1259
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Nirma Limited

* Nirma is one of the few names - which is instantly recognized as a true Indian brand, which took on mighty multinationals and rewrote the marketing rules to win the heart of princess, i.e. the consumer. * Nirma, the proverbial ‘Rags to Riches’ saga of Dr. Karsanbhai Patel, is a classic example of the success of Indian entrepreneurship in the face of stiff competition. * Starting as a one-man operation in 1969, today, it has about 14, 000 employee-base and annual turnover is above Rs. 25, 00 crores. * Largest player in Indian detergent market with share of 38% * Second largest toilet soap marketer of India with market share of 20% * 35 Depots, More than 2000 distributors, 2 million retailers and 400 million end users
History:- Era of 1969- 1980 * The root of Nirma was established in 1969, when Karsanbhai Patel started door-to-door selling of his detergent powder, priced at an astonishing Rs. 3 per kg, when the available cheapest rand in the market was Rs. 13 per kg. * It was really an innovative, quality product – with indigenous process, packaging and low-profiled marketing, which changed the habit of Indian housewives’ for washing their clothes. * In a short span, Nirma created an entirely new market segment in domestic marketplace

1980:- * Private limited company was formed * The performance of Nirma during the decade of 1980s has been labelled as ‘Marketing Miracle’ of an era. During this period, the brand surged well ahead its nearest rival – Surf, which was well-established detergent product by Hindustan Lever. * Nirma literally captured the market share by offering value-based marketing mix of four P’s, i.e. a perfect match of product, price, place and promotion.
1985:-
* Nirma detergent cake was launched as line extension

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