A story about Nirma Owner

1. Success Story of Nirma
with
Karsan Bhai Patel
Presented by -
Rahul Saxena

2. What is Nirma ???
 Nirma is a group of companies based in the Ahmedabad.
 It manufactures cosmetics, soaps, detergents, salt, soda ash, LAB
and Injectables.
 Today Nirma has over 15000 employees and a turnover of over
Rs. 3550 crores.

3. • Nirma’s Vision - Offer better quality products and services that
maximise value to the customer.
• Nirma’s Missions –
Sustained innovation, an unceasing effort to deliver better value to
consumers, through better product quality.

6. Sabki Pasand Nirma...
 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.

7. • Nirma gave employment to a large number of people. Nirma focused
on cost reduction strategies to make a place for itself in the market.
• In the 1980s nirma moved ahead of Surf , a detergent by HLL , to
caputre 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.
• The Marketing Strategy of Nirma.

8. Nirma Girl
The brand name is derived
from Nirupama, the company
owner’s daughter who died in
a car accident but whose
image has become iconic
with the brand.

9. Achievements of
Nirma
• Starting as a one-product, one-man outfit from a 100 sq ft (9.3 m2) room
in 1969, now it is multi-locational manufacturing facilities, and a broad
product portfolio.
• Nirma successfully countered competition from HLL and carved a niche for
itself in the lower-end of the detergents and toilet soap market.
• In 2000, Nirma had a 15% share in the toilet soap segment and more than
30% share in the detergent market.
• Nirma's turnover for the year ended March 2010 increased by 17%.

10. The Man behind
Nirma
Name - Karsanbhai Khodidas Patel
Born - 1945, Ruppur, Mehsana, Gujarat
Education – B.Sc. In Chemistry
Experience - first in the New Cotton Mills,
Ahmedabad and then employee in the
Geology and Mining Department of the
state Govt.
Current position – CMD of Nirma

11. • He started –
In 1995 - Nirma Institute of Technology in Ahmedabad, which grew into a leading
engineering college in Gujarat.
In 2003 - Nirma University of Science and Technology.
In 2004 - Nirmalabs education project, aimed at training and incubating
entrepreneurs.
Awards
• In 1990 - the Federation of Association of Small Scale Industries of India
(FASII), New Delhi, awarded - 'Udyog Ratna' award.
• In 2001 - doctorate by Florida Atlantic University
• In 2010 - Padma Shri Award for the year 2010.

12. Nirma Plant

13. Nirma University

14. Presented by -
Rahul Saxena