Estimates) and is available in two pack sizes of 125 gms and 250 gms. The Nirma Popular Detergent Cake, available in pack sizes of 125 gms and 150 gms and targeted at lower income consumers, sells in huge volumes without any advertising support. In the mid-priced segment, the Super Nirma Washing Powder successfully debunked the myth that high quality products had to be high-priced. The powder is available in polybags in pack sizes of 25 gms, 500 gms and 1 kg and is 40% cheaper than its nearest competitor. The blue-coloured Super Nirma Detergent Cake was introduced in 1990 to make consumers shift from the then available detergent brands.

In the scouring products category, the Nima Bartan Bar was launched with the tagline 'Bartan hai ya darpan' which addressed the need for a scouring product that puts the shine back in utensils. The Nirma Clean Bar was launched to enable users of unbranded detergent powders and cakes to switch to a value-for-money branded product.

Nirma's foray into the toilet soaps category was launched with Nirma Bath Soap, a carbolic soap which positioned itself against the largest selling carbolic soap brand, Lifebuoy, from the Hindustan Lever stable - at half the latter's price. The more upmarket Nirma Beauty Soap with four perfume variants, also became an instant success and is the third largest selling brand in the country, today.

Nirma Lime Fresh soap was launched as a mid-priced toilet soap without any advertising support. In the first month of its launch, seventeen million packs were sold, vindicating the company's belief that value-for-money products are what consumers are looking for. The product sells for half the price of its nearest comparable rival. Nima Rose and Nima Sandal are the other toilet soaps that are on offer in the mid-priced category.

The company entered the foods category with the launch of Nirma Shudh Salt in 2002. Nirma Shudh is only the second vacuum salt in the country and is manufactured through world class Akzo Nobel technology. The salt manufactured under the most hygienic conditions is free from human touch - from production till it reaches the consumer.

Apart from these consumer products, the company also sells a number of industrial products, all of which conform to the Nirma philosophy of better products, better value, better living.

Recent Developments

The success of Nirma's umbrella branding strategy has led to a change in the competition's marketing strategies, as well. Many of Nirma's competitors are now consolidating their brand portfolio and consequently gaining more bang for their advertising rupee.

In a changing market environment, 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 improved formulation 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, fragrance and a smarter, brighter pack to improve shelf visibility.


Nirma's success is synonymous with its advertising and marketing strategy. When Karsanbhai Patel started selling his detergent powder, he decided to call it Nirma, derived from the name of his daughter Nirupama. In the early years, the Nirma packet featured a lady washing a garment. Later, however, the design was changed and an image of his daughter was featured on the pack. The white dancing girl, featured in Nirma's television advertising, is perhaps the most enduring image of Nirma. Though Ms. Patel passed away in a car accident, she continues to live on in the corporate logo and the best selling brands of the company.

Nirma's advertising has always focused on the value-for-money angle. Its simple and catchy jingle - Dudh si safedi Nirma se aye, rangin

kapda bhi khil khil jaye - has continued to echo in the drawing rooms of middle-class Indian homes through the decades. While the jingle stresses on the product, it also salutes the savvy and budget-conscious Indian housewife. The jingle, which was first aired on radio in 1975, was broadcast on television in 1982. It is one of the longest running jingles and the spot has seen very few changes since the time it was first aired. For the re-launch of Nirma, the company has developed new spots but they are variations of the old favourite. Once the re-launch is complete, the company plans to go back to the original advertisement.

Nirma's promotion strategy, too, has many firsts to its credit. The company pioneered product sponsorship through the electronic media. Besides, the company has developed a unique advertising strategy - new products are launched with no advertising support. Once the distribution glitches are sorted out and the product reaches the shelves of retailers, the company begins to advertise it. The umbrella branding strategy helps to give new products instant recall without increasing the advertising expense.

Brand Values

Nirma believes in bonding with the consumer. And, therefore, it puts value-for-money above all. Today, the Nirma brand is synonymous with value for money. The brand believes in offering consumers 'better products, better value for better living.'

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