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SUCCESS STORY OF ENTERPRENEURA

Presentation on krisna bhai patelFounder of

Nirma company

Presented by:-mukesh tiwari &

Varun (MBA2nd year)

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Profile of Karsanbhai Patel

Karsanbhai Khodidas Patel (K.K. Patel) came

from a humble farmer family from Mehsana,

Gujarat. He worked as Lab Assistant in theGeology and Mining Department of the

Government of Gujarat. In 1969, at the age of

25, Karsan Bhai Patel started a small-scale

enterprise. He offered a quality detergentpowder, using indigenous technology, at a third

of the prevailing price, without compromising on

the product.Karsanbhai named the detergent

powder Nirma after daughter Nirupama.

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SUCCESS STORY

Karsanbhai Khodidas Patel,

the founder of Rs. 2500 crore (US$ 500

million) NIRMA group.

Believed in value for money equation

Sells 8,00,000 tonnes of detergentpowder every year

Market share of 35%

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Market Size

Closest threat to HUL with 35% market share.

Nirma and Nima with 32 variants are distributed through more

than 2 million retail outlets, generating gross sales in excess of

Rs.2600 crore.

The company has reported 4% drop in sales and 13% decline

in net profit Margins

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Achievements

7th

largest consumer brand by ACN

ielsen 03.

First brand to recognize and harness the power of the Indian

rural market.

First Indian brands to merit a Harvard Business Review case

study

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Products

Consumer

Soaps

Detergents

Edible salt

Scouring product

Nirma shikakai

Nirma shampoo Nirma toothpaste

Nirma Bath Soap

Nirma Premium soap

Nirma Beauty Soap

Industrial

LAB ( Linear Alkyl Benzene )

AOS ( Alfa Olefin Sulfonate )

Sulfuric Acid

Glycerin

Soda Ash

Pure salt Vacuum Evaporated Iodized

Salt

SSP- Single Super Phosphate

Sodium silicate

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4 great marketing strategies of

Nirma

Following are the key strategy by

which krisna bhai patel get suceess in

their business:-People power

Goals are good

Know your customersEnsure availability

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Detergents

Nirma Washing Powder

Nirma Detergent Cake

SuperNirma Washing Powder

Nirma PopularDetergent

Nirma PopularDetergent Cake

Nima Green Powder

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Brand value

Initially every pack of Nirma came with a money back

guarantee.

Believes in bonding with the consumer.

The jingle has been used by Nirma for the last 25 years.

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RecentD

evelopments The company has relaunched Nirma Yellow Washing Powder

and Nirma Beauty Soap, two of its strongest brands. Nirma

Yellow Powder is being re-launched with improvedformulation and new advertising. This is an extension of the

original ad which will return after the launch is over. Nirma

Beauty Soap is being re-launched with a new shape, fragranceand a smarter, brighter pack to improve shelf visibility

Acquired Searles Valley Minerals Operations and Searles

Valley Minerals

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