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Nirma Washing Powder is India’s most trusted and one of the oldest brand of washing powder, based in the city of Ahmedabad. The compnay started as one-product, today major products of Nirma inlcudes Soda ash, Soaps, Tarpaulin, Cement, Castor oil and sugar.

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Surf In 1980s, giant and undisputed market leader in detergents (Surf) suffered significant losses at the hands of a new and small firm, Nirma Chemicals. Caught the fancy of middle and lower income customers. Nirma was the lowest priced branded washing powder available in grocery and co-operative stores.

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07-12-2014·The Nirma Girl:- The Nirma Girl in Frock on the packs of Nirma washing powder has become the mnemonic for effective and good value in washing powders. The Dettol Sword and the Mortein Genie: For the same reason, Reckitt& Colman has been focusing on the Dettol Sword and the Mortein genie in its rural communication.

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Some firms first localise their marketing efforts and once success has been achieved, they spread out to wider horizons. A classic example is Nirma Washing powder, which initially was sold in Gujrat and subsequently entered the other markets of the country.

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Nirma envisioned the vast Fabric Wash market segment and sensed a tremendous potential therein. Owing to its unique environment-friendly, phosphatefree formulation, the consumers became loyal to this brand, in terms of volumes. Introducing the "Nirma detergent cake" in 1987, this product offers benefits like less melting in water, better stability, and therefore lasts longer.

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