The 'Nirma Washing Powder Girl' An Advertisement Still Remembered

Washing Powder Nirma, Washing Powder Nirma, Doodh Ki Safedi Nirma Se Aayi, rangeen Kapde Bhi Khil Khil Jaaye...Sabki Pasand Hai Nirma! Nirm...

Washing Powder Nirma, Washing Powder Nirma, Doodh Ki Safedi Nirma Se Aayi, rangeen Kapde Bhi Khil Khil Jaaye...Sabki Pasand Hai Nirma! Nirma!

I didn't know that I would remember it this well. Mistakes ignored and humming the tune while reading this, and appreciating the founder for this wonderful nostalgic product that ruled the 1980s. Karsanbhai Patel is the founder of the brand 'Nirma', captured his audience by this jingle and a little girl in a pearl white frock.

In the year 1969, 'Surf' a detergent powder form the then Hindusthan Unilever Ltd was dominating the market. With a reasonable and affordable price, this detergent powder had a monopoly in the market. But, the then Middle-class found this price a burden, they could not afford a Rs 10 or a Rs 15 detergent powder.

A simple ordinary chemist from the Gujarat Government’s Department of Mining and Geology wanted to change this monopoly. He then decided to make one in the very own backyard of his home in Ahmedabad, Gujarat. He is a chemist himself made a powder from scratch elements, with utmost low making costs.

Mr Patel was successful in making a yellow coloured detergent powder and was selling it for just Rs 3. It was named 'Nirma' after his daughter Nirupama, who had unfortunately passed away in an accident. Now, to chose a medium to attract his customers, he himself would go door to door selling this product. A money back guarantee is what he would promise.

The product was working well and it did well with his customers. The Nirma brand soon became the lowest priced detergent powder brand in the whole of Ahmedabad, Gujarat. Mr Patel then decided to quit his job as a chemist and planned on investing his whole time in this new venture of his.

Retailers then used to follow certain credit rules and terms. Which often would risk losing and having a huge cash crunch. To avoid this, Mr Patel contacted a TV Channel and invested a little in advertising the product. The lovely advertisement was now in every household.

Demand for the product increased, people would always ask for the product. Taking advantage of the situation, Mr Patel stopped 90% of his supply for a month. People would flock the shops for this product but there was no supply of it. The next month when he resumed his supply, people stormed the stalls for the product.

Soon 'Nirma' washing powder overtook the sales of 'Surf'. It became the most sold and most demanded detergent of the year. This technique of his worked magic and its fruits were enjoyed for over a decade.

(Watch the video here)



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All India Daily: The 'Nirma Washing Powder Girl' An Advertisement Still Remembered
The 'Nirma Washing Powder Girl' An Advertisement Still Remembered
All India Daily
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