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The Nirma
dynamic phenomenon,
Story
…a philosophy,
Both Nirma and Nima captured almost all the increamental growth of
last 12 yrs in the soap market.
Millennium year – Nirma shudh edible salt launched with world class
Akzo Nobel Technology.
Customers
Distributors
(400 Million)
(400
Exclusive)
Principal Channel
- Lowest cost system in India
- Speed in Distribution
- Flexibility
Backward Integration
After the withdrawal of the excise commission in 1982
Patel got into backward integration.
Started manufacturing Sulphuric acid, Alfa olefin
Sulphonate,Fatty acid in 1983.
1990 Glycerin \ 1994 Packaging \ 1995 Single super
phosphate \ 1997 N Paraffin soda ash ,Industrial salt,
Edible salt, Captive power point.
Sustainable advantage
Low cost labor
Superior processes
In 2005 a little change from its predecessors – this was the food
throwing ad (Hema, Rekha, Jaya, Sushma). It lent names and profiles
– to Nirma housewives
The jingle being a part of Nirma’s communication,was rarely tweaked
with the swirl of Nirma girl in a frock on the pack shot.
Other constants in a Nirma film included twirl of saris by models in
outdoor locations.
In 2009 Nirma wakes up and decides to undergo a
personality transplant. A whopping Rs 1.5 crore is spent
on that thought.
The result a 'underwater' commercial, which showed
dancers moving with flowing fabric - a metaphor for
clothes being washed in a bucket.
It did not use the iconic Nirma jingle.
8 manufacturing locations.
- 2500 Distributors
- 2000000 Retailers
- 40 Depots\
Strong human resource base consisting of 15000 employees
Edible salt
Nirma Shudh Iodized Salt
Scouring products
Nirma clean dish wash bar
Nirma bartan bar
Challenging established multinationals needs
extreme courage and to win in the long run needs
marketing foresight.
We believe, Nirma is at a crossroad, and so need
to reinvent themselves, because the market itself
has become much more evolved.
What Nirma now needs to do is innovate from the
product level and go for a more radical change.
A brand has to constantly refresh its
communication.