Karsanbhai, the man behind India’s renowned detergent brand Nirma, but what led to its downfall? Reasons are…

Founded by Karsanbhai Patel in 1969, Nirma rose to prominence in the detergent market by the 1990s. Its success was driven by affordable pricing and impactful marketing.

Written by: Victor Dasgupta Edited by: Victor Dasgupta

Updated: March 18, 2025, 10:40 PM IST

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https://www.india.com/business/nirma-washing-powder-doordarshan-rin-ariel-tide-surf-excel-karsanbhai-patel-stock-exchange-advertisement-marketing-strategy-7689707/ Copy

New Delhi: ‘Nirma Nirma, washing powder Nirma…Sabki Pasand Nirma…’ During the Doordarshan era of the 90s, this was one of the most captivating advertisements. However, over the years, the popularity of Nirmala diminished, and soon the brand disappeared from the market. Today, the detergent industry is dominated by brands like Rin, Ariel, Tide and Surf Excel. But why and how did such a popular washing powder brand fade into oblivion? In this article, we will delve into the reasons behind the downfall of the renowned brand.

There was a time when both Nirma’s name and its advertisement were widely recognized. However, gradually, this once-popular brand that made clothes sparkle lost its own shine.

All You Need To Know About The Man Behind Brand Nirma:

• Karsanbhai Patel is the man who turned Nirma washing powder into a big brand.
• Once selling products on a bicycle, Karsanbhai built a business worth ₹17,000 crore through his hard work.
• He started making detergent products in the name of his daughter.
• It was his wish that his young daughter would one day earn recognition worldwide.
• However, Nirupama tragically lost her life in an accident. Deeply shattered by his daughter’s passing, Karsanbhai Patel did not give up.
• Instead, he started making detergent products in her memory, naming the brand after her.
• Karsanbhai started selling Nirma washing powder, but his biggest challenge was how to compete with the big companies already in the market.
• To tackle this, he began adopting new strategies. Using a unique tactic, Karsanbhai Patel started printing on every packet: “If the clothes are not cleaned, get your money back.”
• This idea worked, and people started buying his product.
• When Karsanbhai Patel saw that his business was growing, he left his government job to focus entirely on the market.

Rapid Rise, Then a Steep Decline

Founded by Karsanbhai Patel in 1969, Nirma rose to prominence in the detergent market by the 1990s. Its success was driven by affordable pricing and impactful marketing. At its peak, the brand held a market share of up to 60 percent.

However, the real challenge for Karsanbhai Patel and Nirma Washing Powder began after the 1990s, when brands like Surf Excel, Tide, and others entered the market with new formulations. Nirma struggled to compete with the aggressive strategies and innovations of these big players.

Gradually, Nirma’s popularity started to decline. Once dominating the market with a 60 percent share, the brand rapidly shrank after the 2000s. Today, its market share has dwindled to around 6 percent.