Nirma
Encyclopedia
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'.
Nirma successfully countered competition from HLL and carved a niche for itself in the lower-end of the detergents and toilet soap market. The brand name became almost synonymous with low-priced detergents and toilet soaps. However, Nirma realized that it would have to launch products for the upper end of the market to retain its middle class consumers who would graduate to the upper end. The company launched toilet soaps for the premium segment. However, analysts felt that Nirma would not be able to repeat its success story in the premium segment.
In 2000, Nirma had a 15% share in the toilet soap segment and more than 30% share in the detergent market.
Aided by growth in volumes and commissioning of backward integration projects, Nirma's turnover for the year ended March 2000 increased by 17% over the previous fiscal, to Rs. 12.17 bn.
By 1999, Nirma was a major consumer brand – offering a range of detergents, soaps and personal care products. In keeping with its philosophy of providing quality products at the best possible prices, Nirma brought in the latest technology for its manufacturing facilities at six locations[3] in India. Nirma's success in the highly competitive soap and detergent market was attributed to its brand promotion efforts, which was complemented by its distribution reach and market penetration. Nirma's network consisted of about 400 distributors and over 2 million retail outlets across the country. This huge network enabled Nirma to make its products available to the smallest village.
In November, 2007, Nirma purchased the American raw materials company Searles Valley Minerals Inc.
- making it among Top-7 Soda Ash manufacturer in the world.
Ahmedabad
Ahmedabad also known as Karnavati is the largest city in Gujarat, India. It is the former capital of Gujarat and is also the judicial capital of Gujarat as the Gujarat High Court has its seat in Ahmedabad...
in western India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
that manufactures products ranging from cosmetics, soaps, detergents, salt, soda ash, LAB and Injectibles. Karsanbhai Patel
Karsanbhai Patel
Dr. Karsanbhai Khodidas Patel is an Indian industrialist, founder of the Rs. 2500 crore Nirma group with major interests in detergents, soaps and cosmetics. In 2005 Forbes listed his net worth as USD $640 million. He has interests in education, and founded a leading engineering college, the...
, 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'.
Major plants
- Soda Ash
- Linear Alkyl Benzene
- Packaging
- Soaps
- Detergents
- Edible & Industrial Salt
- Alpha Olefin Sulfonate
- Sulfuric Acid
- Glycerin
- Single Super Phosphate
- Infusions
- Injectables
- Critical Care Products
- Medical Disposables
Overview
Starting as a one-product, one-man outfit from a 100 sq ft (9.3 m²) room in 1969, Nirma became a very successful company within three decades. The company had multi-locational manufacturing facilities, and a broad product portfolio under an umbrella brand – Nirma. The company's mission to provide, "Better Products, Better Value, Better Living" contributed a great deal to its success.Nirma successfully countered competition from HLL and carved a niche for itself in the lower-end of the detergents and toilet soap market. The brand name became almost synonymous with low-priced detergents and toilet soaps. However, Nirma realized that it would have to launch products for the upper end of the market to retain its middle class consumers who would graduate to the upper end. The company launched toilet soaps for the premium segment. However, analysts felt that Nirma would not be able to repeat its success story in the premium segment.
In 2000, Nirma had a 15% share in the toilet soap segment and more than 30% share in the detergent market.
Aided by growth in volumes and commissioning of backward integration projects, Nirma's turnover for the year ended March 2000 increased by 17% over the previous fiscal, to Rs. 12.17 bn.
History
In 1969, dr. karsanbhai patel{2}, a chemist at the Gujarat Government's Department of Mining and Geology manufactured phosphate free Synthetic Detergent Powder, and started selling it locally. The new yellow powder was priced at Rs. 3.50 per kg, at a time when HLL's Surf was priced at Rs 15. Soon, there was a huge demand for Nirma in Ruppur (Gujarat), Patel's hometown. He started packing the formulation in a 10x10ft room in his house. Patel named the powder as Nirma, after his daughter Nirupama. Patel was able to sell about 15-20 packets a day on his way to the office on bicycle, some 15 km away. By 1985, Nirma washing powder had become one of the most popular, household detergents in many parts of the country.By 1999, Nirma was a major consumer brand – offering a range of detergents, soaps and personal care products. In keeping with its philosophy of providing quality products at the best possible prices, Nirma brought in the latest technology for its manufacturing facilities at six locations[3] in India. Nirma's success in the highly competitive soap and detergent market was attributed to its brand promotion efforts, which was complemented by its distribution reach and market penetration. Nirma's network consisted of about 400 distributors and over 2 million retail outlets across the country. This huge network enabled Nirma to make its products available to the smallest village.
In November, 2007, Nirma purchased the American raw materials company Searles Valley Minerals Inc.
Searles Valley Minerals Inc.
Searles Valley Minerals Inc. is a raw materials mining and production company based in Overland Park, Kansas. It is owned by the Indian company Nirma. It has major operations in the Searles Valley and in Trona, California where it is the town's largest employer. The company produces borax, boric...
- making it among Top-7 Soda Ash manufacturer in the world.
See also
- Karsanbhai PatelKarsanbhai PatelDr. Karsanbhai Khodidas Patel is an Indian industrialist, founder of the Rs. 2500 crore Nirma group with major interests in detergents, soaps and cosmetics. In 2005 Forbes listed his net worth as USD $640 million. He has interests in education, and founded a leading engineering college, the...
- Institute of Management, Nirma University of Science & Technology
- Nirma University of Science & TechnologyNirma University of Science & TechnologyNirma University of Science and Technology popularly known as NU is an autonomous university located in Ahmedabad, India. It functions under the aegis of Nirma Education and Research Foundation .-History:...