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Nima Bartan Bar also addresses the emerging market of scouring bars. It is being offered in 200g and
400g pack sizes. From initial launch days, it has got huge market success and consistently
performing well.
Inspired by the success of the bar, Nima Bartan Dishwash Powder was also, subsequently soft-launched, in 1000g
pack size.

 
 

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Toilet soap market in india was dominated by a very few mncs which could monopolistically price
their product. In 1992, sensing a strong need to expand the market through penetrative pricing, nirma
entered this market with the launch of µnirma bath soap¶, which is a carbolic (red) soap. Although the carbolic soap
segment is on decline, nirma bath has generated larger volumes each year. Packed in a red colour wrapper and
available in 75 gram and 150 gram pack sizes, this soap has a total fatty matter (tfm) of 60 %.

 
 

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With its market promise to offer ³better products, better value, better living,´ nirma introduced µnirma
beauty soap¶ in the year 1992. available in three different variants and pack sizes, this soap has a tfm
content of 70%. Due to its admirable perfume and a higher tfm content, this brand, within a short span of five years,
had achieved the status of the third largest selling toilet soap brand and still continues its outstanding performance.
  
 

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Scouring bar is a potential emerging market in India. By offering Nirma Clean Dish Wash Bar, Nirma
tried to tap this huge market. It is also a one-type of value product to the brand loyal consumers,
catering their distinct needs. This product, like other products from Nirma stable, offers best quality at the most
affordable prices. It is available in 300g pack size.

 
 

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Deriving inspiration from its success in the detergent powder market, nirma expanded its product
portfolio by introducing the ³nirma detergent cake´ in 1987. Here again, the excellent price-quality
equation tempted the consumers to try the product. Available in 125g and 250g pack sizes, this brand has done
exceptionally well. Aims survey ranked nirma detergent cake as ³the most widely distributed detergent cake brand´.
due to its unique formulation, this product offers benefits like less melting in water, better stability, and therefore lasts
longer. As per the
 
  [december 1998] survey, nirma brand is ranked   
 
    in washing cakes / bars category [bt rural market watch, business today, june 22, 1999].

 
 

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This product had created a sensational marketing history in the indian toilet soaps market, when it
was launched in 1997. Seventeen million packs of nirma lime fresh soap were sold in the very first
month of its soft launch. Packed in a poly coated 75 gm carton, which is printed on the world¶s best cerruti 8-colour
printing machine, this soap is available in green colour. With a lime aroma that tingles in one¶s sensory buds for a
long time, this soap contains 80% tfm. The product launch of nirma lime fresh had been extremely successful, being
ranked as the seventh most successful brand launch for the year 1998, as ranked by the business standard
marketing derby, 1998. (as featured in the strategist quarterly, july-september 1998).

 
 

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The positioning of nirma popular detergent cake is similar to that of nirma popular detergent powder.
This product is available in 125g and 250g pack sizes, targeted to first-time detergent cake user
segment.

 
 

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To cater to the needs of the specific target audience, nirma launched a good quality product at a very
affordable price. The objective is to convert the non-users of detergents into users and also prevent
the competitors and local manufacturers to lure away the prospective nirma consumers by sub-standard products.
This product has created a loyal consumer base of its own and has established substantial amount of volumes. It is
available in pack sizes of 500g and 1000g pack sizes.

 
 

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!

Nirma shudh salt, manufactured with state-of-art production facilities, using the vacuum drying
process, is the only salt in the country to be manufactured in an entirely automated plant and is free from any manual
handling, involved at any stage of manufacturing. The fully automated process helps in controlling each and every
parameter so as to sustain the basic characteristics and quality of the product, with a guarantee of being the best in
the quality parameters of iodine content, free flow nature, saltiness, whiteness and the size of the granules. it is being
offered in an eye-catching and colourful special moisture proof 1 kg pack.

 
 

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This product created a marketing miracle, when introduced in the domestic marketplace. In T1969,
when the detergents were priced so exorbitantly that for most of the indians, it was a luxury item.
Nirma envisioned the vast fabric wash market segment and sensed a tremendous potential therein. This product was
priced at almost one third to that of the competitor brands, resulting into instant trial by the consumers. owing to its
unique environment-friendly, phosphate-free formulation, the consumers became loyal to this brand, helping it to
over-take the decades¶ old brands, in terms of volumes. This brand had been ranked as the ³most 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 information marketing & social) research agency [brand equity - the economic times, march 11, 1997]. As per
the 
 
  [december 1998] survey, nirma brand has been ranked as     

    in washing powder category [bt rural market watch, business today, june 22, 1999].

 
 

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To meet the growing aspirations of consumers and to offer them value-chain product portfolio, nirma
introduced super nirma detergent cake, in 1992. Available in 125g and 250g pack sizes, this product,
within a short span, convinced the consumers of competitor brands to switch their loyalty towards super nirma
detergent cake. With a high detergency value, this product offers quality wash to their consumers.
super nirma detergent cake was ranked as the fastest climber for the year 1997-98 in the detergent cake/ bars
category [business today, octobers 22, 1998].
  
 

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Exploding the myth that µbetter quality always demands higher price´, nirma introduced a spray-dried
blue coloured washing powder in the premium segment, in 1996. Available in 25g, 500g and 1000g
packs, this product out-classed its competitor brands.  " 

#$%  " &
& 
 & '& 
 (  )this brand, within a short span of two years, had cornered substantial
market share in the premium detergent segment and continues to perform well