Alhad-10, Karsanbhai Khodidas Patel

Karsanbhai Khodidas Patel?

Karsanbhai Khodidas Patel?(born 1945, Ruppur,?Mehsana, Gujarat) is an Indian billionaire businessman, industrialist and founder of the?Nirma?group a company with major business interests in cements, detergents, soaps and cosmetics. As of 2021 Forbes has listed his net worth at US$4.9?billion.?He has interests in education, and founded leading pharmacy college (Nirma Institute of Pharmacy) and a leading engineering college/ university.

Born into a farmer family from north Gujarat, Karsanbhai finished his BSc in Chemistry at age 21 and worked as a lab technician, first in the New Cotton Mills,?Ahmedabad, of the?Lalbhai group?and then at the Geology and Mining Department of the state Government. In 1969, Karsanbhai started selling detergent powder, manufactured and packaged in his backyard. This was an after-office business – a one man company. Karsanbhai would cycle through the neighbourhoods selling handmade detergent packets door to door. Karsanbhai branded his detergent soap, Nirma, after the name of his daughter.?After three years, Karsanbhai felt confident enough to quit his job.

The high quality and low priceof the detergent made for great value. Fuelled by housewife-friendly advertisement jingles, Nirma revolutionised the detergent market, creating an entirely new segment in the market for detergent powder. At the time, detergent and soap manufacture was dominated by?M.N.C (Multinational corporations)?with products like?Surf?by?Hindustan Lever, priced around Rs. 13 per kg. Made without phosphates, Nirma was also somewhat more environment friendly.

After establishing its leadership in economy-priced detergents, Nirma entered the premium segment, launching toilet soaps Nirma bath and Nirma beauty soap and premium detergent Super Nirma detergent. Ventures into shampoo and toothpaste were not as successful, but the edible salt Shudh is doing well. Nirma beauty soap is one of the leading soaps, behind Lifebuoy and Lux. Overall Nirma has a 20% market share in soap cakes and about 35% in detergents. Nirma also has successful operations in neighbouring countries.

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In 1995, Karsanbhai started the?Nirma Institute of Technology?in Ahmedabad, which grew into a leading engineering college in Gujarat, overseen by the Nirma Education and Research Foundation. The?Nirma-labs?education project, aimed at training and incubating entrepreneurs, was launched in 2004.

The best case of – Give your consumer what he wants, when he wants, where he wants and at the price he wants, selling will be done quite automatically. This is the marketing ‘mantra’of Nirma.

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