Karson Bhai Patel introduced Nirma washing powder in 1969 as a sole product. This product created its own niche of economy value for money washing powders. The company extended its detergent and soaps line to both as a launching offensive and a defensive moves:
In 1987, Nirma detergent cake was introduced in the territory that by and large belonged to Rin.
1990 saw another offensive move of Nirma when it debuted in the ‘Beauty’ benefit category of bathing soaps dominated by HLL’s Lux. 1.
1990 was also witness to a direct assault on Rin when Nirma launched Nirma Super detergent cake with premium positioning.
Nirma Super variant was launched in 1992 to expand the category and thereby preempt competition.
In 1995 came Nirma Popular, with the same intention to cater to a different niche of the washing powder market.
Nirma Super washing powder was launched in 1995, that took the company portfolio to a still a higher level. The product was launched in the premium segment with intention the clear offensive intention of meeting Surf and Ariel’s challenge head on.
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In 1998, the company took on arch rival HLL (Hindustan Levers Limited) in the lime soaps category dominated by Liril and Jai Lime. Nirma brand with lime variant was launched to wrestle market share from the competition.
1999 was witness to another offensive. Nirma Rose arrived in the market to counter HLL’s Breeze. In the sandal fragrance category dominated by Wipro’s Santoor, Nirma descended with its own sandal variant.
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