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Nirma washing powder case study

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Nirma is a group of companies based in the city of Ahmedabad in Gujarat , India , that manufactures products ranging from detergents , soaps , cement , cosmetics , salt, soda ash , LAB and injectables. Karsanbhai Patel , an entrepreneur and philanthropist, started Nirma in as a one-man operation. In , Dr. Karsanbhai Patel, a chemist at the Gujarat Government 's Department of Mining and Geology manufactured phosphate-free synthetic detergent powder, and started selling it locally. Soon, there was a huge demand for Nirma in Ruppur Gujarat , Patel's hometown.
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Submit search form. From the very beginning, operational strategy in cost containment, backward integration, economies of scale, innovative production, packaging and penetration schemes have received equal attention. In the early s, when Nirma washing powder was introduced in the low-income market, Hindustan Lever Limited HLL 1 reacted in a way typical of many multinational companies. Senior executives were dismissive of the new product: "That is not our market", "We need not be concerned. Starting as a one-product one-man outfit in , Nirma became a Rs 17 billion company within three decades.
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Unfair Trade Practice in India

Submit search form. 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. The new yellow powder was priced at Rs.
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