Dr. Karsanbhai Khodidas Patel
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Transcript Dr. Karsanbhai Khodidas Patel
Dr. Karsanbhai
Khodidas Patel
“Rags to Riches”
Early Life
Karsanbhai Khodidas Patel was born in 1944
in Northern Gujurat to a farmer family
He finished his B.Sc. in Chemistry at age 21
Thereafter, he joined New Cotton Mills in
Ahmedabad as a lab technician
He later joined the Geology and Mining
Department of the State of Gujurat
Beginnings of Nirma
In 1969, while still employed, Karsanbhai started
making handmade quality detergent in his home
as a means to earn some side income
Naming it Nirma after his daughter, Nirupama, it
was run as a one-man enterprise utilizing
indigenous technology for product creation
He would bicycle through the local
neighborhoods to sell the detergent on the way
to work
Beginnings of Nirma
Most detergents at the time were priced at
around Rs. 13/kg. Nirma was priced at Rs.
3/kg
Nirma was an instant success in the local
neighborhoods and offered great value as a
high quality product for a low price
After three years of reaping profits,
Karsanbhai left his job and set up a small
workshop in a suburb of Ahmedabad
Nirma Revolution
Nirma revolutionized the detergent market
which had been dominated by big multinational, billion dollar companies such as
Hindustan Lever and Proctor & Gamble
Effectively targeted low-income families – a
large class of society that had been ignored
by established companies
Within a decade, Nirma became the largest
selling detergent in India
Nirma Expansion
After establishing its leadership in economypriced detergents, Nirma’s foray into the
premium brand segment for soap and
detergents was equally successful
Nirma’s annual sales touch 800,000 tones,
making it one of the largest volume sales with
a single brand name in the world
Nirma and Society
Nirma was made of an innovative formula
which was phosphate-free and deemed
environmentally friendly.
Since the process of manufacturing Nirma
detergent was labour intensive, they became
a leading employer in India.
Currently, Nirma employs over 14,000
individuals
Nirma
Shudh Salt
Nirma
Beauty Soap
Super Nirma
Detergent
Nima Sandal
Perfection of the 4 P’s
Rs. 3/kg
Competition at Rs. 13/kg
Price
Product
Cornerstones of
Marketing
Place
Local villages
Promotion
Same advertisement
jingle for 30+ years
Nirma Market Share
Nirma is the largest
detergent brand with a
market share of 38%
and the second largest
toilet soap brand in
India with a market
share of 20%
Nirma’s annual turnover
is Rs. 2500 crore
Detergent Market Share
Nirma
38%
Others
62%
Dr. K.K. Patel in the Present
Currently, Dr. Karsanbhai Patel is worth over
USD $640 million (Rs. 2880 crore)
Served as a Chairman for two terms to the
Government of India’s Development Council
for soaps and detergents and as President of
Gujarat Detergent Manufacturers Association.
Dr. K.K. Patel in the Present
Dr. Karsanbhai Patel is a recipient of various awards
and accolades, including:
Udyog Ratna by Federation of Association of Small-Scale
Industries of Gujarat, New Delhi.
Outstanding Industrialist of Eighties by Gujarat Chamber of
Commerce and Industry, Ahmedabad (in 1990).
Gujarat Businessman Award in 1998 by Gujarat Chamber
of Commerce and Industry, Ahmedabad.
Excellence in Corporate Governance Award by Rotary
International District 2000.
Philanthropic Efforts
Started the Nirma Education and Research
Foundation to oversee an Institute of
Technology (train leading engineers) and an
Institute of Management (business).
NirmaLabs education project was aimed at
training and incubating entrepreneurs.
Summary
K.K. Patel started making handmade
detergent from his house
Sold
about
15 – 20
packets
at Rs. 3/kg
K.K.
Patel
came
from
nothing
and(around
made
Rs. 50/day)
something of himself. Truly a “Rags to
Eventually, he left his job seeing an
Riches” story.
opportunity to make it a massive enterprise
Currently, the company is the leading seller of
detergents in India and is trying to become an
international player
Accidental Fortune
“
It all started as a means to earn side
income, and at that stage, I had never
imagined this kind of success.
”
Starting a Business
“
The lack of any such precedent in
my family made the venture fraught
with fear of failure.
But farmers from North Gujarat are
known for their spirit of enterprise.
”