OUR COMPANY

Presented by UTPAL
RAJKONWAR
NERIM-GUWAHATI
FOUNDER OF OUR COMPANY
Karsanbhai Khodidas Patel
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.
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
Nirma is a group of companies based in the city
of Ahmedabad in western India that manufactures products
ranging from cosmetics, soaps, detergents, salt, soda ash,
LAB and Injectibles.
Karsanbhai Patel, a well known entrepreneur and
philanthropist of Gujarat, started Nirma as a one-man
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'.
Better quality product and services that maximize value to
the customer
VISION
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
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%
TODAY



SUCCESS STORY OF NIRMA
It was in 1969 that Dr. Karsanbhai Patel started
Nirma and went on to create a whole new
segment in the Indian domestic detergent
market.
Karsanbhai Patel used to make detergent
powder in the backyard of his house in
Ahmedabad and then 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 per kg and so he was able to
successfully target the middle and lower middle
income segment.

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.

Sabki Pasand Nirma

Nirma Washing Powder
Nirma Detergent Cake
Super Nirma Washing Powder
Nirma Popular Detergent
Nirma Popular Detergent Cake
Nima Green Powder
Detergents
Nirma Bath Soap
Nirma Premium soap
Nirma Beauty Soap
Nirma Lime Fresh Soap
Nima Rose
Nima Sandal
Nima Lime
Nima Herbal
Nirma Herbalin
Soaps
Our products
LAB ( Linear Alkyl Benzene )
AOS ( Alfa Olefin Sulfonate )
Sulfuric Acid
Glycerin
Vacuum Evaporated Iodized Salt
SSP ( Single Super Phosphate )
Sodium Silicate
INDUSTRIAL PRODUCT
OTHER PRODUCTS
Nirma bauty shampoo
Nirma Shikakai
Nirma Toothpaste
Iodized Nirma Free Flow Salt
NIRMA (8 location)
Depots (35)
Distributor (2000)
Retailer (2 Mn)
Customer (400Mn)
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
MARKET CREATION
BUSINESS
IDEA
ECONIMIES
OF SCALE
PRODUCT
INNOVATION
VALUE FOR
CUSTOMER
MARKETING AND
DISTRIBUTION
UMBRELLA
BRANDING
PARALLEL
DISTRIBUTION
BACKYARD
INTEGRATION
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.


WIINING STRATEGY OF NIRMA
BCG MATRIX
PORTERS MODEL

Company analysis through
PORTERS MODEL FOR NIRMA
Stars Question Marks
Cash Cows Dogs
M
a
r
k
e
t

g
r
o
w
t
h

r
a
t
e


High
Low
BCG Matrix Of NIRMA
Relative market share
High Low
Nirma
Beauty
Shampoo
Nirma
toothpa
ste

Nirma
Detergent
Powder and
Cake

Nirma
Bathing
Soap
SWOT ANALYSIS OF NIRMA
O
Opportunities
A growing FMCG market
Fast development rural market
Entry into other categories like
shampoo, toothpaste.



T
Threats
Strong competitors
Substitute product
Market entry by new players


W
Weaknesses
Sub-optimal working condition
Less popular with the elite class
High interest burden
Lack of global tie-up



S
Strength
Low cost
Strong distribution channel
High productivity
High brand quality




Internal
factors
Positive Negative
External
factors
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)