Nirma is instantly recognized as a true Indian brand with ‘value-for-money’ products. The performance of Nirma during the decade of 1980s has been labelled as ‘Marketing Miracle’ of an era. During this period, the brand surged ahead of its nearest rival – Surf, owned by the industry giant Hindustan Lever. Nirma 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. Massive backward integration, expansion and modernization of the manufacturing facilities, lean distribution network, umbrella branding and low profile media promotions allowed us to offer quality products at affordable prices. All of Nirma's production facilities are equipped with state-of-art technologies. These strategic moves enable an effective and efficient supply-chain that allows us to innovate.
Starting as a one-man operation in 1969, today Nirma has an 18,000+ employee-base with an annual turnover of more than 7,000 Crores INR.
The man behind the Nirma phenomenon – Dr. Karsanbhai Patel is universally recognized for his ability, acumen and wisdom. He has been bestowed with various awards viz.
- Padmashri 2010
- Udyog Ratna by Federation of Association of Small Scale Industries of Gujarat, New Delhi
- Outstanding Industrialist of the 80s by Gujarat Chamber of Commerce and Industry, Ahmedabad in 1990
- Gujarat Businessman Award (1998) by Gujarat Chamber of Commerce and Industry, Ahmedabad
- Excellence in Corporate Governance Award (2000) by Rotary International District
He has been inducted in the A&M Hall of Fame and awarded an Honorary Doctorate by Florida Atlantic University, in 2001 in recognition of his exceptional accomplishments as a philanthropist and businessman. He has also served as Chairman for 2 terms to Government of India’s Development Council for soaps and detergents. He was a member of Bureau of Indian Standards Committee for Soaps and Detergent Industries and the President of Gujarat Detergent Manufacturers Association.
In scorching heat of 1969, a son of small-time farmer was trying to mix Soda Ash and few other intermediaries, to make a detergent. A Science graduate, he was working as junior chemist in a Government laboratory. Importantly though, he was moonlighting, making detergents back yard using bare hands and bucket. Once the mixture was ready, he packed them in polythene bags and sold them. Going from door-to-door.
In a short span, the popularity of the new product skyrocketed. He captured the domestic market, with an innovative product. That appealed to the low-to-medium consumer pockets – a whole new consumer segment for detergent category. He changed the cloth-washing habit of Indian homes. He took on mighty multi-nationals and rewrote the marketing rules that are a case study now. This is a success story of a first generation entrepreneur, who reinvented the Indian marketplace with resourcefulness and enterprise.
The detergent was Nirma and the chemist was Dr. Karsanbhai Patel.
Vision and Mission
Nirma is a customer-focused company committed to consistently offer better quality products and services that maximise value to the customer. This customer-centric philosophy has been well emphasised at Nirma through:
- Laying emphasis on cost effectiveness
- Effective Quality Management System
- Complying with safety, environment and social obligations
- Imparting training to all involved on a continuous basis
- Teamwork and all around participation
- Continuously exploring & developing new products & processes
Nirma is synonymous with Value for Money. The brand transcends the specific dynamic of any particular product category, which is best captured in mission statement above.