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 Established in 1969 by Karsanbhai Patel
 Patel a chemist at Gujarat Govt. Dept Of mining & Geology
 Manufactured phosphate free synthetic detergent powder
 Yellow powder was priced =.50/kg against HLL 15
 amed the powder as irma, after his daughter irupama
 Sold 15- 20 packets daily in Kishnapur (Gujarat)
 Till 1985 - became most popular detergent brand
 By 1999, irma was a major consumer brand ² offering a
range of detergents, soaps and personal care products

 Established 6 manufacturing facilities
 etwork of 400 distributors & 2 million retail outlets
 Expanded to Bangladesh with JV of Commerce Overseas Ltd
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 By 1970, irma dominated the detergent powder market
 By 1990, irma entered the Indian toilet soaps market ²
irma Beauty soap
 By 1999, became India·s second largest manufacturer of
toilet soaps
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´ipro Henkel Spic

Godrej Others
irma P&G
Others HLL
HLL irma
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 Completed six months ahead of
estimated time
 Cost of 2.5 bn against 2.8 bn as
estimated
 Produced -Paraffin for (LAB)
& Synthetic detergents.
 Capacity of 65000 tpa
 Tech sourced from UOP Inter
Amercana USA.
 Also completed in record time
 Cost of 9.85 bn as against 10.=6
bn estimated.
 Production of soda ash
 Capacity of 4,20,00 tpa
 Tech sourced from Akzo obel
Engineering Holland
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 or In ² House Printing & Packaging
 Acquisition of Kisan Industries at Moriya, Ahmedabad


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 Value proposition ² high-value product at lowest possible
price
 Backward integration ²production plants for raw materials
 Latest technology in manufacturing facilities
 Effective and wide distribution network and eliminating
intermediaries i.e. factory - distributor
 Use of cash & carry method
 In-house Printing and Packaging
 Market penetration
 Development of regional warehouses
 


 



 Entered into premium categories like Detergents , Toilet
Soaps , Hair Care market
 Detergents ² irma Super ´ashing Powder and Detergent
Cake
 Toilet Soaps ² irma premium, irma Sandal, irma Lime
resh
 Hair Care ² irma Shikakai, irma Beauty Shampoo
 Toothpaste ² irma Toothpaste

 Proper positioning with segmentation
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Health irma Bath Lifebuoy

Beauty irma Beauty Soap Lux

loral irma Rose Breeze

Lime resh irma Lime Jai Lime

 Good quantity(high fatty matter), proper scents, low cost

 Managing Geographical Diversity
- orth prefer Pink soaps
- South prefer Green & Sandal

 Advertising spend was low
 Branding with celebrity endorsements
 Create an ad campaign after getting feedback
 Retailer Margins on premium segment
irma Premium Soaps 52 %
irma Shampoo 140 %
 

 

 
 

 ollowed same price strategies as in economy segments

 Concentrated on volumes
 Lacked good distribution network in urban areas
 Less price sensitive segment then also focused on price
 Initial image of mass category product or a cheap brand
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 As country is developing and the disposal income is
increasing
 Rural to urban conversion
 Cheap brand image
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 By repositioning
 Innovation
 Expanding the market
 Acquiring the local firms
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 Yes
 Huge opportunity to penetrate in urban