Karsanbhai Patel

Entrepreneurship Development- assignment 2013 Entrepreneur Profile-Mr. Karsanbhai Patel NIRMA- From Rags to Riches -Gitika Kolli(1225112321) -MBA-C-GIM Gitam institute of comement(2012-2014) induction Nirma is whiz of the few names which is instantly recognized as a true Indian brand, which took on mighty multinationals and rewrote the commercializeing rules to win the touchwood of princess, i. e. the consumer. Nirma, the proverbial Rags to Riches saga of Dr. Karsanbhai Patel, is a classic example of the success of Indian entrepreneurship in the face of stiff competition.Starting as a iodin- humans proceeding in 1969, today, it has about 14, 000 employee-base and annual turnover is above Rs. 25, 00 crores. Way back- Nirma and its organism India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse market typeset, Nirma aptly concentrated all its efforts towards creating and building a blind drunk consumer preference towards its value-for-money products. Innovation, Creation and Foundation It was way back in 60s and 70s, where the home(prenominal) detergent market had only premium segment, with very few players and was prevail by MNCs.It was 1969, when Karsanbhai Patel started door-to-door selling of his detergent powder, priced at an astonishing Rs. 3 per kg, when the available cheapest brand in the market was Rs. 13 per kg. It was really an innovative, timberland product with indigenous process, packaging and low- pend marketing, which changed the habit of Indian housewives for washing their clothes. In a short span, Nirma created an entirely new market segment in domestic marketplace, which is, eventually the largest consumer pocket and quickly emerged as dominating market player a position it has never since relinquished.Rewriting the marketing rules, Nirma became a one of the widely discussed success stories between the four-walls of the B-school classroom across the world. Marketing Miracle The cognitive process of Nirma during the decade of 1980s has been labelled as Marketing Miracle of an era. During this period, the brand surged advantageously ahead its nearest rival Surf, which was well-established detergent product by Hindustan Lever. It was a severing battering for MNC as it recorded a sharp roam in its market share. Nirma literally captured the market share by offering value-based marketing mix of four Ps, i. e. perfect match of product, price, place and promotion. The year 2004 sees Nirmas annual sales touch 800,000 tones, making it one of the largest volume sales with a single brand name in the world. Looking at the FMCG synergies, Nirma stepped into toilet soaps relatively late in 1990 and this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma the largest detergent and the gage largest toilet soap brand in India with market share of 38% and 20% respectively. Strategies It has been persistent effort of Nirma to make consumer p roducts available to masses at an low- address price.Hence, it takes utmost care to provide finest products at the most affordable prices. To leverage this effort, Nirma has gone for massive backward integration along with refinement and modernization of the manufacturing facilities. The focal objective behind modernisation plan is of up gradation with resource-savvy technology to optimise capabilities. Nirmas six production facilities, set(p) at different places, are well equipped with state-of-art technologies. To ensure unfluctuating supply of major raw materials, Nirma had opted for backward integration strategies.These strategic moves allowed Nirma to manage effective and efficient supply-chain. Nirma has always been practiced value-for-money plank. Nirma plans to extend the same philosophy in categories as commodity food products, personal care products and encase food. Distinct market vision and robust infrastructure allowed Nirma to have cost leadership. Apart from this, lean distribution profitswork, umbrella branding and low profile media promotions allowed it to offer quality products, at affordable prices. Organisation Structure In present scenario, an inspiring 59-year-old persona, Dr.Karsanbhai K. Patel, leads Nirma, playing role of key strategic decision-maker, whereas his side by side(p) generation has already skilled management capabilities. Shri Rakesh K Patel a adequate management graduate, is spearheading the procurement, production and logistic functions, whereas Shri Hiren K Patel a qualified chemical substance engineer and management graduate, heads the marketing and finance functions of the organisation. Shri Kalpesh Patel, Executive Director, leads the professional organisational structure. Awards and Accolades The man behind the success of Nirma phenomenon Dr.Karsanbhai Patel is a recipient of unhomogeneous awards and accolades. He has been bestowed with various awards like * Udyog Ratna by Federation of Association of Small -Scale Industries of Gujarat, New Delhi. * large(p) Industrialist of Eighties by Gujarat Chamber of Commerce and Industry, Ahmedabad (in 1990). * Gujarat Businessman Award in 1998 by Gujarat Chamber of Commerce and Industry, Ahmedabad. * Excellence in Corporate system Award by Rotary International District 2000. * A&M Hall of Fame, _______.Shri Karsanbhai has been awarded an Honorary Doctorate by Florida Atlantic University, Florida, USA in the year 2001 in acquaintance of his exceptional accomplishments as a altruist and businessman. This world has also recognised his ability, acumen and wisdom and in recognition of the services rendered by him in his various capacities. Dr. Karsanbhai Patel has also served as a Chairman for two terms to the Government of Indias Development Council for soaps and detergents, as a Member of Bureau of Indian Standards Committee for Soaps and Detergent Industries and death chair of Gujarat Detergent Manufacturers Association.Conclusion Karsanbhai Patel stands to be a source of inspiration and provides insights in prospect up an industry with the spirit of self-confidence and fulfilling the criterion of a develop entrepreneur in evolving his conceptual knowledge into a practical access by using creativity and innovation, which has accolades of praises in due for him. REFERENCES http//www. nirma. co. in/genesis. htm http//www. slideshare. net http//www. iloveindia. com/indian-heroes/karsanbhai-patel. html http//toostep. com/insight/success-story-of-nirma http//en. wikipedia. org/wiki/Karsanbhai_Patel