Karsanbhai Patel (Founder of NIRMA)
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MAN BEHIND HUGELY SUCCESSFUL BRAND NIRMA
PRESENTED BYGAURAV PATEL114061
STORY LINEINTRODUCTIONEDUCATIONJOURNEY TOWARD ENTREPRENEURSHIPCOLLEGESCONTRIBUTION IN ECONOMYAWARDS RECOGNITION
INTRODUCTIONKarsanbhai Khodidas Patel (K.K. Patel, 1945)came from a humble farmer family from Mehsana, Gujarat.He is the founder of the Rs. 3550 crore Nirmagroup with major interests in detergents, soaps and cosmetics.
EDUCATION He completed Bsc. in Chemistry at age 21in 1966.Initially he worked aslab technician in the New Cotton Mills,Ahmedabad, of theLalbhai group.Then he worked as Lab Assistant in the Geology and Mining Department of the Government of Gujarat in 1969.
JOURNEY TOWARD ENTREPRENEURSHIPHe wanted to earn more than what he was earning at present. So in 1969,at the age of 25, he started a small-scale enterprise. He offered a quality detergent powder using indigenous technology, at a third of the prevailing price.
JOURNEY TOWARD ENTREPRENEURSHIPThe one-man company would bicycle through the neighbourhoods selling handmade detergent packets door to door at a price of Rs. 3 per kg.The next available cheapest brand in the market at that time was Rs.13 per kg.He named the detergent powder Nirma after his daughter Nirupama.
JOURNEY TOWARD ENTREPRENEURSHIP Nirma revolutionized the whole detergent powder segment and in a short span of time created an entirely new market segment in the domestic detergent sector market.After three years, he felt confident enough to quit his job.It gave the bigger established brands a run for their money and soon occupied the top market share.
JOURNEY TOWARD ENTREPRENEURSHIPThe Nirma brand quickly established itself in Gujarat andMaharashtra.The high quality and low price of the detergent made for great value.Fuelled by housewife-friendly advertisement jingles.Nirma was the largest selling detergent in India.
JOURNEY TOWARD ENTREPRENEURSHIP It was phosphate free and hence environment friendly.Nirma entered the premium segment, launching toilet soaps Nirma bath and Nirma beauty soap, and premium detergent Super Nirma detergent. Nirma beauty soap is one of the leading toilet soaps, behind Lifebuoy and Lux.
JOURNEY TOWARD ENTREPRENEURSHIP Overall Nirma has a 20% market share in soap cakes and about 35% in detergents. Nirma also has successful operations in neighbouring countries.It also has a unfamiliar product Sudh salt.
COLLEGESHe has interests in education, and founded a leading pharmacy college Nirma Institute of Pharmacy.In 1995, he started theNirma Institute of Technologyin Ahmedabad, which grew into a leading engineering college in Gujarat.AnInstitute of Managementfollowed, with the entire structure being consolidated under theNirma University of Science and Technologyin 2003.
COLLEGESThe Nirma labseducation project, aimed at training and incubating entrepreneurs, was launched in 2004.
CONTRIBUTION IN ECONOMYAt that time domestic detergent market was limited only to premium segment and was dominated by MNCs.The process of manufacturing was labor intensive, which offered large scale employment (employing 15,000 people in 2004).After establishing its leadership in economy-priced detergents, Nirma foray into the premium brand segment, in cakes and detergents was equally successful.
He has won many accolades on his way to success.The Federation of Association of Small Scale Industries of India, New Delhi, awarded him with the 'Udyog Ratna.He has been conferred with Padma Shri Award for the year 2010The award will be formally conferred by the President of India Mrs Pratibha Patil.
AWARDS The Gujarat Chamber of Commerce felicitated him as an 'Outstanding Industrialist of the Eighties'. The Govt. of India twice appointed him Chairman of the Development Council for Oils, Soaps & Detergents.
RECOGNITIONIn 2009, He was ranked #92 by Forbes magazine, for the list of India's Richest bussinessmen.He is sometimes referred to as K. K. Patel.
GUIDED BY Dr. Prasantha kumar R