NIRMA

Sales Promotion
Nirma Limited markets its products through its fully owned subsidiary Nirma Consumer Care Limited (NCCL), which was incepted in 1985. NCCL in turn resells these products in the market under the umbrella brands NIRMA and NIMA along with extensions. The distribution strength of Nirma is based on mutually rewarding and satisfying relationship. Irma pioneered the concept of flat distribution network. Nirma Consumer Care Limited operates with two parallel distribution networks. The NIRMA brand is marketed through the first network, which consists of about 450 exclusive distributors. It is one of the lowest cost FMCG distribution channels of the country. Principal Channel [Nirma Products]: Lowest Cost system in India Speed in distribution Flexibility The NIMA range of products is marketed through a parallel marketing network that comprises of more than 2000 distributors. Parallel Channel [Nima Products]: Wider Reach Speedy Market Intelligence Competitive edge & Better focus Complementing Principal Channel

All NIRMA and NIMA range of products have a retail reach of over two million retail outlets and more than 40 million loyal consumers spread all over the country. The Company has been successful in establishing an extremely good urban as well as rural presence through the two distribution channels. The distribution channels have played a significant role in making Nirma a household name. The efficient network has made Nirma Washing Powder and Nirma

Detergent Cake, the brands with highest penetration in the respective product categories in the market. The network is well equipped to meet the demands of the loyal consumers of the Company across the country.

Consumer Product
SOAP Nirma Beauty Soap Nirma Lime Fresh Soap

Nima Rose DETERGENT Nirma Washing Powder

Nima Sandal

Nirma Detergent Cake

EDIBLE SALT Nirma Shudh Iodized Salt

 Welfare and Social Security

Nirma has the strongest belief in social security and quality of life for the human resources and is thus practicing it by operating eight social security and welfare scheme ranging from natural and accidental life insurance, medical insurance covering employees family as well, gratuity, insurance, and housing and vehicle subsidies. All the plant locations continue to be well equipped with canteens catering hygienic food through ultra modern facilities. To cater to the needs of the female employees crches are also continued to be maintained in the most hygienic conditions and are being taken care by highly trained staff. Nirma Memorial Trust and Nirma Foundation - Nirma Memorial Trust looks after deprived women in Gujarat. It builds Ashrams and guesthouses for pilgrims and the elderly. The Nirma Foundation, set up in 1979, contributes towards the running of schools, colleges, temples and social institutions, within the state and outside.

Personal Selling
Purnima is the advertising agency that has been handling brand Nirmas creative and media mandate for the last 30 years and has been consistently focusing 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 to echo in the drawing rooms of middle-class Indian homes through the decades. While the jingle stresses on the product, it also salutes the savvy and budget-conscious Indian housewife. Keeping contact with its roots Brand Nirma evolved from a small town, and it is from there where the brand was spotted and went to become a national name. So, is the brand still crucial for the rural markets or have their TG now shifted to the bigger towns? Rural market is extremely crucial for Nirma, and he believes that the same applies for most mass brands in India. He said, Rural India is changing and so are their preferences and lifestyles. Buying power is increasing in rural India and semiurban India. In terms of volumes, they generate huge volumes for Nirma. However, urban is equally important, as if you see, rural population is migrating to urban areas and hence, the consumers are the same, only their location changes. Thus, our communication does not suggest a rural or urban touch, but is more neutral.

According to this, Paddy said, Brand Nirma has never believed in showing a cliched animated product demo/ or comparison of stain/ dirt, which is used by 80 per cent of the players in the category. In fact, they never ever send a script for research. They know the brand and their consumers very well, which they passed on to use it in terms of what need to be communicated. Nirmas success is synonymous with its advertising and marketing strategy. When Karsanbhai Patel, the founder of the brand, started selling his detergent powder, he decided to call it Nirma, derived from the name of his daughter Nirupama. In the early years, the Nirma packet featured a lady washing a garment. Later, however, the design was changed and an image of his daughter was featured on the pack. The white dancing girl, featured in Nirmas television advertising, is perhaps the most enduring image of the brand.