This the how the NIRMA Empire began. Karsanbhai Patel used to work as an assistant in a Chemical Lab in Ahemdabad, Gujrat. At that time there were only two types of detergents in the market. 1. the soap ( or tikki as it is called) for Rs2 2.Surf Powder for Rs 13 per kg. The Gujratis have a joint family which are very economical. Thus washing clothes with hands with the soap by the ladies of the whole family was very tiresome. And had they used the Surf it would have been very easy. So the ladies wanted to get the leisure of the Surf but at the price of the soap. Patel then at his chemical lab made a formula of a detergent that cost around Rs 3 per kg. Thus he filled both the criteria of low cost and comfort of a powder. He went on to sell this product to ladies door to door. He also gave a money back assurance to people if they were not satisfied. Plus the powder he made was more eco friendly than the Surf, who charged more because of its monopoly in the market. This went to NIRMA making 800,000 tonnes of detergent every year. NIRMA is also famous for its jingles for its marketing strategies. Revenues - Rs 3550 crores. 
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