SUCCESS STORY OF NIRMA

small package..big dhamaka..ever interesting case study at MBA..

small package..big dhamaka..ever interesting case study at MBA..

excellent story ,thanks for this story

Yeah after reading this story ... I really am proud to say "HUM SABKI PASAND NIRMAAAAA.................."

Very much inspiring.

Backward Integration has been a great phenomena for most of the small companies to consolidate and expand their market position.Videocon is another success story which followed the same back integration by buying Thompson Picture tubes company to gate economy of scale and sustain its growth while most of the companies who were in market along with Videocon lost their sheen later like BPL,market leader once due to price they quoted and moreover were unable to control quality of the supplied products.Its a good lesson for India Inc. to follow.

Inspiring, Educative, A good case study for aspiring enterpenuers, and marketing faternity

Nice article Sushant, really very informative...Thanks for sharing...

'Creating artificial demand and then using it as a springboard for increasing the market share' is a very good strategy that has been often used by business houses.  Even for the established products, 'creating artificial demand' is opted before effecting a price increase. But these strategies would be of any use, if - only if - the quality of the product is relatively good. In the case of Nirma this condition has been fulfilled; so the strategy worked. The strategies are not substitutes for quality of the product. When we discuss success stories, it is important that we give adequate emphasis to the 'quality' aspect also. 

nice inspiration

Hi everyone,
Great story, yes but i would like to add another twist to the story that will actually clarify the genius of Karsanbhai.
 Now this part was shared during my institute days and i would not know how far that was true but it seemed very close to the truth because the story exactly pointed out the way the FMCG sector operated (may be today also) in those days.
The story is like this-
As Nirma started to grow and the salesmen started to reach out to the retailers, who were working with multinational brands till then, did not pay attention and used to take the stock on long credits and as a very very spl favour. As and when the salesmen would go asking for the payment either he will be shown the door or may be offred a part payment even in the condition that the total matl was sold. To the insisting ones they will give the matl back asking them not to show up again. This carried on for some time and there was huge accumulated credit in the market making it difficult for the Nirma to operate. This is when Karsnbhai said enough was enough an called the entire team one day an decided on a drastic step which was risky but revolutionary. Karsanbhai was realizing the power of advertising and promotions which made him take this step.
The day after the meeting all the team member went out in the market and collected either cash or material. Next day on retailers were shocked , competition was dazed and market was without Nirma. For full one month the media was carpet bombed with the campaign WASHING POWDER NIRMA, WASHING POWDER NIRMA, DOODH SI SAFEDI......
Now what this did was kick start the consumer demand. People started asking for Nirma but it was not to be found. When the demand became high decibel then the Retailers started to look for Nirma. This is what Karsanbhai was waiting for.
One fine day the team was called for another meeting and Delivery vans were cleaned , matl loaded and NIRMA hit the market. Now Nirma was dictating terms. All cash on delivery, no credits and tight supply. Overnight the brand was changed and within no time gave a fantastic fightback to the leading global brands.
The best case of - Give your consumer what he wants, when he wants, where he wants and at the price he wants, selling will be automatic.
And the rest as they say is history.....

GREAT & INSPIRING 

Very nice article. Thanks for the referral.

actually the great success story,one thing that made Karsanbhai Patel a successful person that was his clear vision of his strength that is a good knowledge of chemical.Most of the people could not discover his strength and get failure.

thank u for success story of nirma ...i got good concept from your story....

Good and insiring actually this the story of most of the brand. Brand image can't be created by overnight its continue efforts in satisfaction of the Consumer. Brand will be successful or failiure thats depends upon the segments of Consumers we are targeting we should plan to satisfy that segment and keep upgradation in product as the trends of Consumers change, Nice keep on giving this type of Example 

Good Insight Sushant, the best part is he is a very down to earth person . . .

Nice.....This is called  to be a real  success story behind the brand and what it left in the mind is  its impression and struggle of an Enterprenure and his sincere affords behind it.. its very inspiring.. thanks for article susant.. and thanks for referral  veejay sir 

Nice success story about Nirma , adding to the fact thats TV commercial played a very big role in Nirma story , on those day Ramayna and Mahabharta TV serial given the big boost partiliculerly in village level , group of 50-60 people were used to see thats serial in a group and i remembered during break all were singing thats SABKI PASAND nirma .... and thats why thats brands was able to penitarte in maximum Indian mind .
We wish the same success to Nirma.Thanks 

good information.thanks for that.

nice information

nice information

Good information, Mr.Patel must have worked very hard to bring the brand name to the present position. I think the AD song also contributed very much to the brand name.
 

The biggest thing which made Nirma a big hit was its song "Washing powder Nirma". This was the song which every body wanted to wanted to watch. Only this song multiplied its rate of promotion into a lot extent making it a big success...

highly inspiring for young generation to do great things in life

 Nice to see that the success stories are getting it published in these kinds of network. People like me might have heard about it. But for the younger generation, documented evidence will be a more eye appealing and can generate an inner urge for doing some kind of experiments. 
Good work and keep posting. U can reach me at hkoopat@gmail.com

good story. thanks for sharing with us. keep writing .

Amazing success story this. Tells us the passion and commitment that Mr. Patel displayed in making Nirma a household name!! Thanks Mr. Awasthi.

Hey didn't knew that Nirma product had so much behind it, but i always liked the ad when i was kid....great to know the facts..thanks for sharing once again sushant.