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Presenters: Pulkit Gupta Gaurav Wadhwa Rohit Lamba BBA, Section - B

Karsan bhai patel

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Page 1: Karsan bhai patel

Presenters:

Pulkit Gupta Gaurav Wadhwa

Rohit Lamba

BBA, Section - B

Page 2: Karsan bhai patel
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Introduction Karsanbhai Khodidas Patel was

born in 1945, into a farmerfamily from north Gujarat.

Finished his B.Sc. in Chemistryat age 21 and worked as a labtechnician, first in the NewCotton Mills, Ahmadabad, ofthe Lalbhai group.

Then he worked at the Geologyand Mining Department of thestate Government

Dr. Karsanbhai Patel

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Nirma Karsanbhai set up Nirma selling detergent powder In 1980.

This was an after-office business .

The one-man company would bicycle through theneighborhoods selling handmade detergent packets door todoor.

Karsanbhai Patel used to make detergent powder in 10x12ftroom of his house in Ahmedabad and then carry out door todoor selling.

At a price of Rs. 3 per kg, (one third the price of leadingdetergents), it was an instant success.

He gave a money back guarantee with every pack that wassold

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He was able to successfully target the middle and lowermiddle income segment.

Set up shop at small workshop in an Ahmadabadsuburb.

The Nirma brand quickly established itself in Gujaratand Maharashtra.

The high quality and low price of the detergent madefor great value.

Fuelled by housewife-friendly advertisement jingles,Nirma revolutionized the detergent market, creatingan entirely new segment in the economy for detergentpowder.

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The company that started as aone-man-army, today employsmore than 15000 people, has aturnover of more than $ 500million, sales as high as 800000tones and the man’s net worthin 2005 was $ 640 million.

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THE JOURNEY CONTINUES After establishing its footprints in the economy-priced detergents,

Nirma entered the premium segment, launching toilet soaps:Nirma bath & beauty soaps and a premium detergent, Super Nirma.

The company also ventured into shampoo and toothpaste, but werenot as successful. On the other hand, the edible salt Shudh is doingwell.

Nirma beauty soap is one of the leading toilet soaps, behindLifebuoy and Lux. Overall Nirma has a 20% market share in soapcakes and about 35% in detergents.

Today, Nirma has entered the neighboring countries’ markets aswell.

The company also acquired US based Searles Valley Minerals tobecome one of the top producers of soda ash in the world.

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Corporate Social Responsibility Along with being a noted businessman, Karsanbhai is a

philanthropist as well. He has established one of the premier institutions of higher

learning in Gujarat, the Nirma University of Science &Technology in 2003.

Nirma Education & Research Foundation (NERF) that cameup in 1994, runs these various educational institutes.

Nirma has also set up Nirma labs in 2004, which preparesaspiring entrepreneurs to face different business challengeseffectively.

Nirma also runs Nirma Memorial Trust, Nirma Foundationand Chanasma Ruppur Gram Vikas Trust as a part of theirefforts of a socially responsible corporate citizen.

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Management Lessons You need to have a clear vision about the product which

you are going to launch.

You need to market or promote your product in a way thatthe potential customers are aware of it.

You need to take few risks so as to understand and learnthe market behavior.

You have to be innovative as to how your product willstrike the customers.

“Grab The Opportunity”

“Know Your Skill Set”

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ACCOLADESOn this path to success, Karsanbhai has won himself many accolades, along with people’s acceptance and love.

Padma Shri Award for the year 2010.

2001 : Awarded an honorary doctorate by Florida Atlantic University

1990 : Awarded the ‘Udyog Ratna’ by The Federation of Association of Small Scale Industries of India (FASII), New Delhi

The Gujarat Chamber of Commerce has

felicitated him as an

‘Outstanding Industrialist of the Eighties’.

He has served twice as Chairman of the

Development Council for Oils,

Soaps and Detergents.

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Skill: Knowledge of Chemicals

Opportunities: Expensive Washing Powders

Skills + Opportunities = Success

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