ENTREPRENEURI AL INSPIRATION STORIES – NIRMA DETERGENTS
A homemade detergent grabbing the heart of every household in India, Nirma is quite a revolutionary story that is an entrepreneurial inspiration across the world. The brainchild of Karsanbhai Patel, Nirma had its humble beginnings in the backyard of his home. Patel loved his brand, Nirma, named after his daughter, and used door-to-door service as an option to sell his product. Detergents were costly in those times, and Nirma proved to be an affordable option compared to the other brands in the market. Patel soon formally expanded his entrepreneurial venture and met with success, because of its cost-effective, environment-friendly, and employmentsourcing features. However, Patel went through tough times as his sales suddenly slumped.
Sabki Pasand Nirma This is when he came with a brilliant idea of an elaborate advertisement campaign – with the memorable tagline called “Sabki Pasand Nirma” to mean “Everyone’s Favorite, Nirma!” The tagline ran true and caught the imagination of the entire nation. However, right before releasing the ad, Patel’s brilliant move made history. He smartly removed all his products from the market. The advertisement created humungous craze for the product and people thronged the shops for Nirma. This catapulted the demand for Nirma sky high. Right then, Patel flooded the market with the detergent and there was no looking back since then.
What an entrepreneurial journey with so many lessons for us – from innovation and pricing strategy to marketing strategies and focusing on niche areas.
I’ll be back with more such entrepreneurial inspiration stories. Watch this space!
<<image source: https://commons.wikimedia.org/wiki/File:Nirma_svg_logo.svg>>
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