One Move in the Middle of Adversity Revamped the Future of that Company.

“Sabki Pasand Nirma.” A tagline that urges you to repeat it, if you have heard it before. The famous line of the detergent company that instantly made the product famous. The same product that was mostly ignored by the retailers at that time, was now an instant success after the above tagline was launched. The person from whose this idea of marketing came was none other than the founder of the company, Karsanbhai Khodidas Patel. 

We might have read biographical details about Karsanbhai but today you are going to read that how Karshanbhai transformed a small backyard company into a multi-million dollar company.
Karshanbhai was born into a farmer family of North Gujarat. He completed B.Sc in chemistry and started working. During the after-office hours, he would manufacture detergent powder in his backyard and sell that in his neighborhood around the year 1969. Carrying the detergent on his bicycle, he would roam in his neighborhood to sell the product which would instantly get sold as Karsanbhai would just sell detergent in just one- third of the market price of other detergents, Rs.3 per Kg. After some time he decided to go big because business flows through the veins of Gujarati.

But he was faced with a serious problem, a lagging interest from the retailers and even worse was the payment coming from them. Retailers would never pay cash on delivery and when the salesman would go to collect the due, they would be given their material back. So a huge accumulated credit in the market and it made worse for Karsanbhai to operate the company. 

But a true spirited Gujarati never surrenders to a difficult situation, be it a war or a business and history is proof to that. So then came the brilliant marketing strategy by Karsanbhai which would change the image and future of the company. This move was about to change the future of the company.

Karsanbhai ordered all his product to be withdrawn from the market immediately and order was followed. Retailers were left puzzled as to what was happening. Now Karsanbhai came up with a brilliant plan of bombarding the advertisement world with the ADD campaign of “Washing powder Nirma, Washing powder Nirma, Doodh si safedi Nirma se aye……, Sabki pasand Nirma.” People were turning towards the retailers for Nirma and as Karsanbhai had withdrawn all the products from the market, retailers were not able to provide the demanding customer. 

A huge gap of was created between demand and supply, as supply was zero at that moment. A huge demand was created and retailers were eager to satisfy. Karsanbhai was waiting for that opportunity and when the moment arrived, he played his master stroke.
The once reluctant retailers were now ready to accept all the terms laid down by Karsanbhai. The terms were not mean but a way to sustain and grow the business. The terms were like cash on delivery, no credits, etc. 

This changed the face of the company and eventually after some efforts Nirma now has a 20% market share in soap cakes and about 35% in detergents. In 2005 Forbes listed his net worth as USD $640 million.
Indeed, a master move from an Inspiring Businessman.


Source: Gujmablogbyme
Imagesource: Indianbillgates