Profound Marketing Strategy of Nirma – With Company Overview & Campaigns

Updated on: Jan 2, 2023
marketing strategy of Nirma - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In our previous article, we learned in detail about the marketing strategy of a fascinating brand, Tide. In this article, we are going to elaborate on the marketing strategy of Nirma leading Detergent manufacturer.

The objective is to learn and gain insights into the marketing strategy of Nirma and how it became India’s premium brand of Detergents and aims to become the largest detergent-producing industry in India. 

As you can see, presently the entire world is connected via the internet, and marketing is the cornerstone of any business. If you’re interested in learning more about marketing, Karan Shah, the CEO and founder of IIDE offers Free Masterclass on Digital Marketing.

We will know everything about the marketing strategy of Nirma by the time this article is over. Starting off, let’s discuss the company’s past, target market, and web presence.

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About Nirma – 

marketing strategy of nirma - nirma logo

Source – ClipartMax

Nirma is situated in Ahmedabad, Gujarat, India, and produces a variety of goods, including detergents, soaps, cement, cosmetics, salt, soda ash, LAB, and injectables. Nirma was founded in 1969 by businessman and philanthropist Karsanbhai Patel as a one-man operation.

A chemist working for the Gujarat Government’s Department of Mining and Geology created phosphate-free synthetic detergent powder in 1969 and began promoting it locally. At a period when HUL’s Surf was priced at 13, the new yellow powder was offered for 3.50 a kg. Patel’s hometown of Ruppur (Gujarat), where Nirma did well, In a 10×10-foot area in his home, he began packaging the concoction.

In honour of his daughter Nirupama, Patel gave the powder the name Nirma. On his bicycle commute of roughly 15 kilometres to the office, he was able to sell about 15-20 packets per day. In several regions of the country by 1985, Nirma washing powder was among the most widely used home detergents.

Nirma was a well-known consumer brand by 1999 and offered a variety of detergents, soaps, and personal care items. The organisation has established a healthcare division named Nirlife to produce intravenous fluids.

Nirma joined the top seven soda ash producers in the world after purchasing the American raw materials company Searles Valley Minerals Inc. in November 2007.

From a single factory in Nimble, Nirma Group began producing cement in 2014. For $1.4 billion, Nirma purchased the cement assets of Lafarge India in 2016. Emami Cement was purchased by Nirma in February 2020 for 5,500 crores ($690 million).

Quick Stats – 

CEO Dr. Karsanbhai K Patel
CMO Ashish Jha
Area Served India
Industry Fast-moving consuming goods
Market Revenue INR 7738 Crore
Vision offer better quality products and services that maximise value to the customer
Tagline ‘hum nirma advance hai man ki tarah kapde bhi saaf rakhte hai’


Marketing Strategy of Nirma –

Let’s dive right into the marketing strategy of Nirma now that we have a good understanding of the company.

Segmentation, Targeting, and Positioning

The reach of Nirma is excellent because of its distribution channels and also since it caters to rural and also urban areas, its spread is vast.

It considers the economic level of the consumers. Nirma was made for the people who could not afford detergents of higher price. It stressed ‘Value for Money’.

Nirma prefers the Economy/Budget Segments.

Nirma primarily targets all Indian households and laundry stores to be their audience.

Nirma positioned itself as an affordable product for people who could not afford detergents and for people who were looking for something more reasonable and added value for money.

Marketing Campaigns

marketing strategy of nirma - marketing campaign

This was a television Ad which ran in the 1980s. In this ad, Nirma Described that the same superior quality is available at cheaper prices so why take the costly product?

marketing strategy of nirma - marketing campaign

This ad was a great success depicting that every woman likes whitewashed clothes and that Nirma provides the best whitening in clothes.

marketing strategy of nirma - marketing campaign

This advertisement most importantly breaks the stereotype of the typical Indian Middle-class woman who was a housewife and an affectionate mother and who was largely concerned with domestic duties but is now confident and bold, ready to take on any challenges.

Social Media Marketing 

  • Facebook:- 2.8k Followers
  • LinkedIn:- 11.4k Followers
  • Twitter:- 75 Followers

Nirma is a very old brand and hence it is not very active on its Social Media. They mostly have run television ads back in the day. They are most followed on Facebook and also not more active on that. They post Promotional Content on their Social Media Handles.

SEO Strategies

marketing strategy of nirma - ubersuggest seo screenshot

Source – UberSuggest

SEO rankings state that for organic keywords, less than 500 is bad, more than 1000 is acceptable, and more than 10,000 is excellent. Nirma has 800+ organic keywords which are not so good. In addition, Nirma receives good 29K+ visitors per month and has exceptional monthly traffic of over 20,000.

Influencer Marketing

Nirma has tied up with various celebrities now such as Karishma Kapoor, Akshay Kumar, and Deepika Chikhalia, and Currently, the Brand has tied up with Hrithik Roshan as their Brand Ambassador.

And currently, they are running a campaign named-” NAYE ZAMANE KE ZIDDI DAGO KE LIYE” with Hritik Roshan.

E-Commerce Strategies

Nirma products are available on various e-commerce portals. The various eCommerce platforms used by the brand are:-

  1. Flipkart
  2. Amazon
  3. BigBasket
  4. IndiaMart
  5. JioMart

Content Marketing Strategies 

Along with the decent presence of social media, there are also some blogs published by websites like marketing360/mouth shut, etc and articles published by websites like herzindagi/the weekly and more as a part of their Content Marketing Strategy.

Ultimately, here is the end of the comprehensive marketing strategy of Nirma. Let’s now put our study below to rest.

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What’s Unique in the Marketing Strategy of Nirma?

Nirma is focusing on the Current Generation’s thinking and wants to fit there, but unfortunately, we think they lack somewhere in advertising their brand and doing some more social campaigns to promote their product.

As Nirma tackles its issues, the biggest one plaguing them is its lack of marketing efforts. Marketing is an essential function of any Brand’s existence and in the current scenario, the field is rapidly digitizing. They should also make more changes to their website and should also increase their Social Media presence by being active on these platforms.

The Brand has always provided customers with good-quality products and services. The ads they used to show are very impressive for the people as they can easily connect with them.

As we are all aware, pandemics that affect every organisation have significantly altered digital marketing. Roughly 60% of people worldwide utilise the internet, according to data on digital marketing. This number has climbed by 20% over the past two years, which may be attributed to the pandemic of businesses going online. A well-known business must maintain its reputation at any cost. 

The campaign strategies used by an organisation can make or break its brand image. Effective campaigns may be created with digital marketing’s assistance, and any issues can be fixed right away.

Understanding this developing industry is a crucial first step given the growing significance of digital marketing. Check out IIDE’s 4-Month Digital Marketing Program or 11-Month Digital Marketing Program if you’d want to learn more and develop your abilities.

 Find more insightful case studies like the marketing strategy of Nirma on our IIDE Knowledge portal.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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