OUR COMPANY

Presented by UTPAL
RAJKONWAR
NERIM-GUWAHATI
FOUNDER OF OUR COMPANY

Founder of Nirma is Dr.

Karsanbhai Patel, son of a small-
time farmer and a qualified
Science graduate. In 1969, the
year he founded Nirma,
Karsanbhai Patel was working as
junior chemist in Government
laboratory. In the night
Karsanbhai used to make
detergent in the 100 Sq. Ft. back
yard of his home, using bare
hands and bucket.
Karsanbhai Khodidas Patel
AGENDA FOR DISCUSSION

PAST & PRESENT SENERIO OF NIRMA Ltd

VISION,MISSION & PHILOSOPHY

HISTORY OF NIRMA

WINNING STRATEGY OF NIRMA

SWOT ANALYSIS OF NIRMA LTD.

ANALYSIS THROUGH BCG MATRIX.

ANALYSIS THROUGH PORTERS MODEL

FUTURE ANTICIPATION.
Our COMPANY PROFILE

Type: Private

Industry: FMCG

Founded : 1969

Founder : karsonbhai patel (CMD)

Product : Nirma Detergent, Nirma soap

Corporate Address: Nirma House, Ashram
Road,Ahmedabad-380009, Gujarat
www.nirma.co.in
 ABOUT NIRMA COMPANY

Nirmais a group of companies based in the city

ofAhmedabadin westernIndiathat manufactures
Karsanbhai
products rangingPatel, a well known
from cosmetics, entrepreneur
soaps, detergents,and
salt,
philanthropist
sodaofGujarat, started
ash, LAB and Nirma as a one-man
Injectibles.
operation.
Today Nirma has over 15000 employees and a turnover of
over Rs. 3550 crores. In 2004, Nirma's detergent
approached 800,000 tonnes one of the largest volumes
sold in the world under a single brand 'NIRMA'.
VISION

Better quality product and services that maximize value to

the customer

MISSION
To Provide
Better Products, Better Value, Better living
 SOME FACTS OF NIRMA

Nirma is name after Nirupama(Nima) daugther of

Dr.Karsanbhai patel

Dudh si safedi nirma se aye rangin kapada bhi khil khil jaye
jingle used for last 35 years
Same radio spot has been used consistenly for last 28 years.

Nirma is one of the largest selling single detergent brand in the

world.
Of NIRMA since 1969
 MILESTONES OF SUCCESS

TODAY

One of the worlds largest and most integrated

manufaturer of detergent and toilettries.

Largest player of india detergent market with a

share of 38%.

Second largest toilet soap marketer of the

country with a share of 20%
SUCCESS STORY OF NIRMA
It was in 1969 that Dr. Karsanbhai Patel
started Nirma and went on to create a whole
new segment in
Karsanbhai the Indian
Patel useddomestic
to make
Hedetergent detergent
gave a money back market. with every
guarantee
powder in the backyard of his
pack that was sold Karsanbhai Patel
house in Ahmedabad and then carry
managed to offer his detergent powder for Rs.
3 out door
per kg whentothedoor selling
cheapest of his
detergent hand
at that
made
time wasproduct . kg and so he was able to
Rs.13 per
successfully target the middle and lower
middle income segment.
 Sabki Pasand Nirma

Nirma became a huge success and all this was a result of

Karsanbhai Patel's entrepreneurial skills.
Karsanbhai Patel had good knowledge of chemicals and he came
up with Nirma detergent which was a result of innovative
combination of the important ingredients. Indigenous method was
used ,and also the detergent was more environment friendly.
Nirma has always been known for offering quality products at
affordable prices and thus creating good value for the consumer .

In the 1980s nirma moved ahead of Surf , a detergent by HLL , to

capture a large market share. Later, Nirma successfully entered in
the premium segment of soaps and detergents. Nirma went on to
become the largest detergent and the second largest soap company
in India.
 Our products
Detergents Soaps
Nirma Bath Soap
Nirma Washing Powder
Nirma Premium soap
Nirma Detergent Cake
Nirma Beauty Soap
Super Nirma Washing Powder
Nirma Lime Fresh Soap
Nirma Popular Detergent
Nima Rose
Nirma Popular Detergent Cake
Nima Sandal
Nima Green Powder
Nima Lime
Nima Herbal
Nirma Herbalin
OTHER PRODUCTS
Nirma bauty shampoo
Nirma Shikakai
Nirma Toothpaste
Iodized Nirma Free Flow Salt
INDUSTRIAL PRODUCT
LAB ( Linear Alkyl Benzene )
AOS ( Alfa Olefin Sulfonate )

Sulfuric Acid

Glycerin

Vacuum Evaporated Iodized Salt

SSP ( Single Super Phosphate )

Sodium Silicate
Distribution channel :
 ADVERTISING :
Radio Advertising

T.V. Advertising
Through add films promoting the sales of its products

Brand Ambassadors :

Sonali Bendre
Preeti Jhangiani

Hansika Motwani (Current)

 WIINING STRATEGY OF NIRMA

VALUE FOR
CUSTOMER
BUSINESS
IDEA

BACKYARD MARKETING AND

MARKET
INTEGRATIO
CREATION DISTRIBUTION
N

ECONIMIES PARALLEL
PRODUCT UMBRELLA
OF SCALE DISTRIBUTIO
INNOVATION BRANDING
N
 WIINING STRATEGY OF NIRMA

Nirma adopted backward integration strategy for the regular supply of

raw materials,90 % of which they manufacture themselves.Nirma also
gave due importance to modernization ,expansion and upgradation of
the production facilities.The company also made sure that it uses the
latest technology and infrastructure.

The best case of - Give your consumer where he wants and at the price
he wants, selling will be done quite automatically. This is the marketing
'mantra' of Nirma.
Company analysis through

BCG MATRIX
PORTERS MODEL
PORTERS MODEL FOR NIRMA
 BCG Matrix Of NIRMA
Nirma
Detergent
Nirma
Powder and
Beauty
Cake
Shampoo
Market growth rate

High Stars Question Marks

Low Cash Cows Dogs

Nirma
Nirma toothpa
Bathing
Soap High Low ste

Relative market share

 SWOT ANALYSIS OF NIRMA

Strength
S Weaknesses
W Internal
factors
Low cost
Strong distribution channel Sub-optimal working condition
High productivity Less popular with the elite class
High brand quality High interest burden
Lack of global tie-up

Opportunities
O T External
factors
A growing FMCG market
Threats
Fast development rural market
Strong competitors
Entry into other categories like
Substitute product
shampoo, toothpaste. Market entry by new players

Positive Negative
10 YEAR DOWN THE LINE:
Future strategies of our company (Next
10 year down the line)

We expand our brands in global market with the help of joint venture business
with P &G

Insurance business.
Manufactured a new product Nirma Deodorent ,Nirma Face wash. (man & women)