Nirma was founded in 1969 by Dr. Karsanbhai Patel, a chemist who worked at the Gujarat Government’s Department of Mining and Geology. Patel, who was born in 1945 to a farmer’s family in Ruppur, Gujarat, quit his job as a lab technician to pursue his dream of making detergent powder

Patel began by mixing soda ash and other ingredients to make a phosphate-free, synthetic detergent powder in his backyard and selling it door-to-door on his bicycle for ₹3 per packet. He named the detergent Nirma after his daughter Nirupama, who died in a car accident, and the packaging featured an illustration of a girl in a white dress. Patel was able to sell around 15–20 packets a day on his 15 km bicycle commute to work, which contributed to the growing demand for Nirma in his hometown. After three years, Patel left his job to focus on Nirma full-time. 

Nirma’s yellow powder was priced at ₹3.50 per kg, which was significantly cheaper than Hindustan Unilever’s Surf, which was priced at ₹13 at the time. Patel’s costs were minimal because he made the powder by hand. By the 1980s, Patel was targeting rural markets and even “Surf” homes. Nirma sales increased dramatically after the release of a jingle advertisement.

Nirma is a group of companies based in the Indian city of Ahmedabad, that manufactures products ranging from detergents, soaps, cement, cosmetics, salt, soda ash, LAB and injectables. Karsanbhai Patel, a lab technician, started Nirma in 1969 as a one-man operation

What is the story behind Nirma?

Karsanbhai Patel, born into a farmer’s family in Gujarat, quit his job as a lab assistant to pursue his dream of manufacturing detergent powder. He started producing it in his backyard and sold it door-to-door on his bicycle. Eventually, the product gained popularity, and he named it Nirma after his daughter

What happened to the Nirma girl?

Karsanbhai’s daughter’s name was Nirupama, but he affectionately referred to her as Nirma. He, like every father, adored his daughter and wished for her to grow up and make a name for herself. Unfortunately, Karsanbhai Patel’s daughter Nirma was killed in a car accident

Who is the girl in the Nirma powder ad?

“Tum husn pari tum jaane jahan…” is the song meant only for the most beautiful women in Indian ads – they only appear for Nirma Beauty Soap spots – and joining that envious list is Shehnaaz Gill

What are the products of Nirma?

Nirma offers quality products ranging from cosmetics, soaps, detergents and salt

What is the full name of Nirma?

Patel was born into a farmer’s family in Gujarat and started his career as a lab assistant. Nirma is named after Patel’s late daughter Nirupama

What is the tagline of Nirma?

The ad film highlights the fact that every relationship is important and states the message through the tagline, ‘hum nirma advance hai man ki tarah kapde bhi saaf rakhte hai‘ (we are Nirma Advance we keep clothes clean like our hearts)

What is the turnover of Nirma Limited?

On Consolidated basis your Company has achieved Revenue from operations of ₹ 7738 crore for the financial year ended 31st March, 2020 as against ₹ 8366 crore in previous year

Is Nirma profitable?

What is the Operating Revenue of NIRMA LIMITED? The operating revenue of NIRMA LIMITED is in the range of Over INR 500 cr for the financial year ending on 31 March, 2023. What is the increase in EBITDA of NIRMA LIMITED since last year? The EBITDA of NIRMA LIMITED has increased by 41.18 % over the previous year

What are the future plans of Nirma?

Soap and detergent maker Nirma is exploring options to raise up to Rs 7,000 crore for acquisition and expansion of its existing plants. The unlisted company posted a revenue of Rs 11,403 crore in the fiscal year ended March 31, 2023 (FY23), a report has said.

Why Nirma is famous?

Why is the washing powder brand ‘Nirma’ famous? The brand Nirma was one of only providers of the product at the time it was introduced. its quality and prices made it widely accepted in the major economic segment. And thus still survives the competition with limited consumers, reducing gradually

Which strategy worked for Nirma?

Sabki Pasand Nirma!

Consumers now had a quality detergent powder, having an affordable price tag. The process of detergent production was labour intensive and this gave employment to a large number of people. Nirma focused on cost reduction strategies to make a place for itself in the market

How did Nirma achieve success?

He opened his own detergent store in a suburb of Ahmedabad. Nirma quickly gained recognition and established itself as a trusted brand in Gujarat and Maharashtra. The company’s quick success was due to the detergent’s low cost and great quality.

What is the conclusion of Nirma?

Conclusion: Nirma, a family owned leading brand represented yellow detergent powder product for long in Indian markets. Nirma is an example of first generation entrepreneurship.It is also a favoured example of low cost market penetration strategy

What is that you can learn from the success story of Nirma?

Lesson taught-The key step to build any successful product is investment of time, money and hard work in R&D. Karsanbhai Patel was the lone personnel producing and selling Nirma. He was educated and had a government job, but never felt ashamed of selling the detergent from door to door.

What growth strategy is followed by Nirma?

Nirma Price/Pricing Strategy:

It uses competitive pricing and has its prices at very affordable rates when compared to its competitors. Nirma targets mass consumer market and lower market for example, for a 70 gm soap, the price is only Rs. 10. Nirma’s main point of differentiation has always been its pricing

The story of Nirma’s ad which made the whole of India crazy, the company did just this one thing

निरमा के एड की कहानी जिसने पूरे हिंदुस्तान को बना दिया था दीवाना, कंपनी ने बस किया था ये एक काम

If you were born in the 80s, 90s then you would definitely know about Nirma’s ad. That ad of Nirma which took the company from the ground up. In those times, there were only a few TV channels and only a few programs were aired on them and during that time, Nirma’s jingle ‘Washing Powder Nirma’ came like a storm. However, #BanNirma also trended due to the insult of Akshay Kumar and Marathas in the recent ad, but at that time washing clothes with Nirma was considered a trend.

This is how the ad of Nirma Company came-

Gradually the company became so established that Karsan Bhai left his job and started paying full attention to Nirma. He formed a team who sold washing powder in nearby shops. Shopkeepers used to take goods on credit, but did not pay the money to Nirma on time. This problem increased a lot and Nirma started suffering loss

At that time Karsan Bhai came up with a scheme. They recalled all the packets of Nirma from the shops and did not allow this product to be available in the shops. When they came back, Karsan Bhai brought out the first advertisement of Nirma which started, ‘Milk-like whiteness should come from Nirma, colorful clothes should also be blossomed, everyone likes Nirma, washing powder Nirma.’
After spending a little money, this advertisement was run on TV and this song was on everyone’s lips overnight. All happy pictures were used in it

This ad did wonders which no washing powder could do till now. The demand for Nirma started increasing not only in Ahmedabad, Gujarat but all over India and no shopkeeper had its stock. Its demand increased a lot and then the shopkeepers themselves came to Karsan Bhai and started asking for Nirma packets and it started being supplied all over India.

An ad of Nirma and the brainchild of Karsan Bhai took Nirma’s demand to the sky overnight.
The dream that Karsan Bhai had about Nirma has been fulfilled. His daughter’s name was echoing all over India and she became immortal.

It has been said that one should “chase the vision, not the money, the money will end up following you” and proving the validity of this quote is Karsanbhai Patel who started with a vision of making his daughter famous through his brand and ended up becoming one of the greatest entrepreneurs of all time. Not only did his brand earn enormous recognition but it also became a trend setter for many new businesses.

The brand has taught many precious lessons to aspiring startups and has proved to be a valuable asset for the country. Karsanbhai Patel has indeed proved that if you have the determination and passion, no goal is too high.

Below is the famous ad of Nirma which has done wonders for Nirma click on the link to watch it’s still nostalgic

https://youtu.be/wpj2qkaE7YQ?si=bArUVL_U0vUyOd3c

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