Supply Chain Management of Nirma

Topics: Marketing, Laundry detergent, Detergent Pages: 19 (4762 words) Published: October 20, 2010
Presented by
Vaibhav S. Shah


1Organization Details4
3Plant Locations6
4Product Line7
6Raw Material Required16
7Manufacturing Process17
8Promotion Strategy23
9Distribution Details24
10Customer Detail26
11Supply Chain Management27

Organization Detail

Name:Nirma Limited,

Inception of Nirma

Nirma is one of the most recognizable Indian brands. Its story is a classic example of the success of Indian entrepreneurship in the face of stiff competition. Nirma took on the might of giant multinationals and wrote a new chapter in the Indian corporate history. Starting as a one-man operation in 1969, today, Nirma has about 14, 000 employee-base and annual turnover of more than Rs. 25, 00 crores.

Founder of Nirma is Dr. Karsanbhai Patel, son of a small-time farmer and a qualified Science graduate. In 1969, the year he founded Nirma, Karsanbhai Patel was working as junior chemist in Government laboratory. In the night Karsanbhai used to make detergent in the 100 Sq. Ft. back yard of his home, using bare hands and bucket. In 1960s and 1970s, the domestic detergent market had only premium segment, with very few players and was dominated by MNCs. After making the detergent Karsanbhai used to pack it in polythene bag and sold it door-to-door. He priced the detergent at Rs. 3 per kg, when the available cheapest brand in the market was Rs. 13 per kg. In a short span of time, with indigenous process, packaging and low-profiled marketing, Nirma created an entirely new market segment in domestic marketplace and quickly emerged as dominant market player. Nirma rewrote the marking rules and its success story became one of the widely discussed case studies in the B-schools across the world.

In the 1980s Nirma catapulted Surf, which was a well-established detergent product by Hindustan Lever, and occupied the top slot in the detergent products segment-a slot it has made its own. In 1990, Nirma entered the toilet soap market and today it is the second largest toilet soap brand in India. Today, Nirma has one of the largest volume sales with a single brand name in the world.



Nirma is a customer-focused company committed to consistently offer better quality products and services that maximize value to the customer.

This customer-centric philosophy has been well emphasized at Nirma through:

Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness.
Maintaining effective Quality Management System.
Complying with safety, environment and social obligations. Imparting training to all involved on a continuous basis. Teamwork and active participation all around.
Demonstrating belongingness and exemplary behavior towards organization, its goals and objectives.

Nirma is a phenomenon and synonymous with Value for Money. The brand transcends the specific dynamic of any particular product category, which is best captured in its above mission statement - a statement of sustained innovation, an unceasing effort to deliver better value to consumers, through better product quality.

Plant locations:

Alindra Detergent Complex P O Alindra,
Baroda District - 391775
Gujarat – India,

Bhavnagar Chemical Complex P O Kalatalav
Bhavnagar - 364313
Gujarat – India,

Village - Moraiya Post Chancharwadi Vasna Near Modern Denim Ahemdabad District - 382213
Gujarat – India,

Block No. 16/B Ahemdabad Mehsana Highway
Mehsana District - 382732
Gujarat – India,

Wind Farm Project Survey No. 691 Village - Dhank
Rajkot Dist. - 0
Gujarat – India,

Block No. 513/B National Highway Road Chhatral
Mehsana District - 0
Gujarat – India,

Plot No. 3601/3602 Phase - IV GIDC, Trikampura Ramol
Ahemdabad District - 0
Gujarat – India,


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