The Nirma Story

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG008 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 8 Pages
Period : 1985 -2001
Pub Date : 2001
Teaching Note : Available
Organization : Nirma, HLL
Industry : FMCG
Countries : India


The case study 'The Nirma Story' talks about how Nirma carved a niche for itself in the highly competitive detergents and toilet soaps market in India.

The case focuses on the various strategies employed by the company to counter the competition from the FMCG giants, particularly HLL.

It shows how Nirma used its cost-reduction strategies to achieve success. The case also highlights Nirma's entry into the premium segment of the toilet soaps, and the detergents market.


Understand and analyze the various factors that attributed to the success of Nirma


  Page No.
Introduction 1
A Humble Beginning 2
The Road To Success 2
The Road Ahead 5
Exhibit 7


The Nirma Story, Nirma, competitive, detergents, toilet soaps, market, India, various, strategies, FMCG giants, HLL, Nirma, cost-reduction strategies, premium segment, toilet soaps, detergents market.

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