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Consumer Products - Detergents

Nirma has over the years introduced products in toiletries and personal care with soaps, shampoos and toothpaste, thus offering the consumer a complete product portfolio.

Consumer Products Soaps Detergents Edible Salt Scouring Products Industrial Products Nirma Washing Powder ::... This product created a m arketing m iracle, when introduced in the dom estic m arketplace. In 1969, when the detergents were priced so exorbitantly that for m of the ost Indians, it was a luxury item Nirm . a envisioned the vast Fabric Wash m arket segm and sensed a ent trem endous potential therein. This product was priced at alm one third ost to that of the com petitor brands, resulting into instant trial by the consum Owing to its unique ers. environm ent-friendly, phosphate-free form ulation, the consum becam ers e loyal to this brand, helping it to overtake the decades old brands, in term s of volum This brand had been ranked es. as the Most widely distributed detergent powder brand in India as per All India Census of Retail Outlets carried out in 435 urban towns by the AIMS (Asian Inform ation Marketing & Social) Research agency [Brand Equity The Econom Tim March 11, 1997]. ic es, As per the ORG-MARG Rural Consumer Panel [Decem 1998] survey, Nirm ber a brand has been ranked as highest in terms of penetration in washing powder category [BT Rural Market Watch, Business T oday, June 22, 1999]. Nirma Detergent Cake ::... Deriving inspiration fromits success in the Detergent Powder m arket, Nirm a expanded its product portfolio by introducing the Nirm detergent a cake in 1987. Here again, the excellent price-quality equation tem the consum to try the pted ers product. Available in 125g and 250g pack sizes, this brand has done exceptionally well. AIMS survey ranked Nirm detergent cake as The Most a widely distributed detergent cake brand. Due to its unique form ulation, this product offers benefits like less m elting in water, better stability, and therefore lasts longer. As per the ORGMARG Rural Consumer Panel [Decem 1998] survey, Nirm brand is ber a ranked highest in terms of penetration in washing cakes / bars category [BT Rural Market Watch, Business T oday, June 22, 1999].

Super Nirma Washing Powder ::... Exploding the m that better quality yth always dem higher price, Nirm ands a introduced a spray-dried blue coloured washing powder in the prem ium segm in 1996. Available in 25g, 500g ent, and 1000g packs, this product outclassed its com petitor brands. Though, priced almost 40 % lesser, thus providing a very attractive valuefor-money proposition. This brand, within a short span of two years, had cornered substantial m arket share in the prem detergent segm and ium ent continues to performwell.

Super Nirma Detergent Cake ::... T m the growing aspirations of o eet consum and to offer themvalueers chain product portfolio, Nirm a introduced Super Nirm Detergent a Cake, in 1992. Available in 125g and 250g pack sizes, this product, within a short span, convinced the consum of ers com petitor brands to switch their loyalty towards Super Nirm detergent a cake. With a high detergency value, this product offers quality wash to their consum ers. Super Nirm Detergent Cake was a ranked as the fastest Clim for the ber year 1997-98 in the detergent cake/ bars category [BUSINESS TODA, Y Octobers 22, 1998].
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Nirma Popular Detergent Powder ::... T cater to the needs of the specific o target audience, Nirm launched a good a quality product at a very affordable price. The objective is to convert the non-users of detergents into users and also prevent the com petitors and local m anufacturers to lure away the prospective Nirm consum by suba ers standard products. This product has created a loyal consum base of its er own and has established substantial am of volum It is available in ount es. pack sizes of 500g and 1000g pack sizes.
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Nirma Popular Detergent Cake ::... The positioning of Nirm Popular a Detergent Cake is sim to that of ilar Nirm Popular Detergent Powder. This a product is available in 125g and 250g pack sizes, targeted to first-tim e detergent cake user segm ent.

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