Marketing Strategy

May 19th, 2015
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Wichita State University
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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 special favour.

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HistoryIn 1969, Karsanbhai Patel, a chemist at the Gujarat Government's Department of Mining andGeology 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 atRs 15. Soon, there was a huge demand for Nirma in Kishnapur (Gujarat), Patel's hometown.He started packing the formulation in a 10x12ft room in his house. Patel named the powder asNirma, after his daughter Nirupama. Patel was able to sell about 15-20 packets a day on his wayto the office on bicycle, some 15 km away. Thus began the great journey.By 1985, Nirma washing powder had become one of the most popular detergent brands in manyparts of the country. By 1999, Nirma was a major consumer brand offering a range ofdetergents, soaps and personal care products.Production The implementation

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