Latest news with #KarsanbhaiPatel
India.com
2 days ago
- Business
- India.com
Story of washing powder Nirma: Once worth Rs 17000 crore, ruled Indian market; Nirma sank due to just one mistake
Nirma brand story How did Nirma washing powder fail: If you are someone who was born in 1980s or even 1990s, you must have heard about the brand Nirma. Once a household name in India, Nirma washing powder brand rose to fame in the 1980s and 90s with its catchy 'Washing Powder Nirma' jingle and affordable pricing strategies. Founded by Karsanbhai Patel in the year 1969, the brand was named after his late daughter Nirupama. The affordable washing powder brand brand quickly became the first choice of housewives due to its washing effectiveness and unmatchable pricing. However, due to a mistake, the whole Rs 17,000 crore empire of Nirma washing powder came down crashing. How popular was Nirma washing powder? Once the most popular washing powder brand of India, Nirma captured nearly 60% of the detergent market at its peak by offering quality cleaning at low cost. When the company was at its peak, famous Bollywood actresses like Hema Malini, Reena Roy, Sridevi and Sonali Bendre were shown endorsing the product, which made it more and more popular across the homes of India. How did Nirma washing powder's market crash? The massive success of Karsanbhai Patel's Nirma brand was driven by smart strategies like a money-back guarantee, emotional advertising, and brand endorsements by Bollywood stars. However, due to the entry of multinational brands like Surf Excel, Ariel, and Tide by the late 1990s and 2000s with modern packaging, advanced stain-removal formulas, and aggressive marketing, Nirma's downfall started as it failed to innovate or upgrade its product range for the Indian households. One more reason that is given by experts about the fall of Nirma washing powder is the fact that while its competitors were introducing new product variants and better quality, the company stuck to its classic product, leading to its downfall and market share collapse.
India.com
07-06-2025
- Business
- India.com
Meet 81-Year-Old Who Sold Detergent Door-to-Door On Bicycle, Took Rs 15,000 Loan, Now Leads Rs 23,000 Crore Firm — Know His Net Worth
photoDetails english 2912216 Updated:Jun 07, 2025, 07:31 AM IST Born in a Small Village 1 / 8 Karsanbhai Patel was born in 1945 in Ruppur, a small village in Gujarat. Raised in a financially constrained household, he understood the value of hard work early on. Despite limited resources, he was determined to build a better life. He pursued a in Chemistry and secured a modest government job—first as a lab assistant at New Cotton Mills and then at the Geology and Mining Department of Gujarat. From Government Job to Side Hustle 2 / 8 In 1969, Karsanbhai Patel began making detergent powder in his backyard, using a small loan of Rs 15,000. Before heading to his government job, he would sell handmade detergent packets door-to-door on his bicycle in Ahmedabad. Solving a Common Man's Problem 3 / 8 At that time, major detergent brands were priced beyond the reach of ordinary families. Patel saw this gap and formulated a low-cost yet effective alternative. He called it Nirma, named in memory of his late daughter, Nirupama. His pricing strategy — just Rs 13 per kg — struck a chord with middle-class households across India. From Backyard to Brand 4 / 8 Initially, Nirma was produced and packaged by hand in Patel's backyard. As word spread and demand grew, he took a small unit on rent to scale up production. His blend of quality, affordability, and trust made Nirma a household name. The simple, relatable packaging featuring the 'Nirma girl' helped solidify its identity. Advertising That Stuck With A Generation 5 / 8 Nirma's TV and radio jingles — 'Washing powder Nirma!' — became iconic across India. Its messaging appealed to homemakers and positioned the brand as both family-friendly and pocket-friendly. The combination of mass appeal and low price allowed Nirma to dominate even in rural markets. A Diversified FMCG Empire 6 / 8 By the 1990s, Nirma had expanded into soaps, beauty products, and other personal care items. It also became one of the world's largest producers of soda ash. Today, Nirma employs over 18,000 people and earns Rs 7,000 crore in annual revenue. The group's total turnover exceeds Rs 23,000 crore, with cement brand Nuvoco Vistas also under its belt. A Visionary Beyond Business 7 / 8 Patel didn't just stop at business. He founded the Nirma Education and Research Foundation (NERF) and Nirma University, which have become prestigious institutions in Gujarat. His contributions to business and education have earned him many accolades, including the Udyog Ratna Award (1990) and Ernst & Young Lifetime Achievement Award (2006). Net Worth 8 / 8 As of June 2025, Karsanbhai Patel's net worth is estimated at 5.1 billion dollars (Rs 42,585 crore), as per Forbes. His journey from cycling with detergent packets to leading one of India's most recognizable consumer brands is a testament to grit, vision, and the spirit of Indian entrepreneurship.
