Professional Documents
Culture Documents
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NIRMA LTD.
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NIRMA LIMITED
Block No.16/B, Ahmedabad-Mehsana Highway, P.O Mandali, Dist. Mehsana, Gujarat, PIN: 382732
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Location
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Main Business
Manufacturing and selling of soap and detergent
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Registered Office
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Board of Directors
1. Dr. Karasanbhai K. Patel 2. Shri Shrenikbhai K. Limbachiya 3. Shri Manubhai R. Shah 4. Shri Rajendra D. Shah 5. Shri Atuyaprasad Sarvan 6. Shri Rakesh K. Patel 7. Shri Hiren K. Patel 8. Shri Chinubhai R. Shah 9. Kaushikbhai N. Patel 10. Shri Kalshibhai N. Patel
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Auditors
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Banker
Bank of Baroda
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Business Philosophy
Nirma is a customer-focused company committed to consistently offer better quality products and services that maximize value to the customer. This customer-centric philosophy has been well emphasized at Nirma through:
Continuously exploring & developing new products & processes. Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations. Imparting training to all involved on a continuous basis. Teamwork and active participation all around Demonstrating belongingness and exemplary behavior towards organization, its goals and objectives Nirma is a phenomenon and synonymous with Value for Money. The brand transcends the specific dynamic of any particular product category, which is best captured in its above mission statement - a statement of sustained innovation, an unceasing effort to deliver better value to consumers, through better product quality.
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Special Award
Nirma was awarded Excellence award for Best Advertisement of the year awards 2003. It won Most Popular Brand in detergent powdereconomy category at FMCG awards 2003. It is 9th largest FMCG brand of the country according to AC Nielsen Retail Audit-Brand Equity in 2004 at FMCG
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NIRMA LTD.
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2.1 History
In 1969, Dr. Karsanbhai Patel, a chemist at the Gujarat Government's Department of Mining and Geology manufactured phosphate free Synthetic Detergent Powder, and started selling it locally. The new yellow powder was priced at Rs. 3.50 per kg, at a time when HLL's Surf was priced at Rs 15. Soon, there was a huge demand for Nirma in Rappur (Gujarat), Patel's hometown. He started packing the formulation in a 10x10ft room in his house. Patel named the powder as Nirma, after his daughter Nirupama. Patel was able to sell about 15-20 packets a day on his way to the office on bicycle, some 15 km away. By 1985, Nirma washing powder had become one of the most popular, household detergents in many parts of the country. By 1999, Nirma was a major consumer brand offering a range of detergents, soaps and personal care products. In keeping with its philosophy of providing quality products at the best possible prices, Nirma brought in the latest technology for its manufacturing facilities at six locations in India. Nirma's success in the highly competitive soap and detergent market was attributed to its brand promotion efforts, which was complemented by its distribution, reach and market penetration. Nirma's network consisted of about 400 distributors and over 2 million retail outlets across the country. This huge network enabled Nirma to make its products available to the smallest village.
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Nirma Detergent Cake Super Nirma Detergent Cake Nima Cake Blue Detergent
Nirma
Free
Fatty Acid
Nima Sandal
Soda Ace
Lab
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Production Speed Per day Per hours Maximum Speed Per Minute Minimum Speed Per Minute 400 tone 16.66 tone 550 soap 500 soap
Technology Support Soda ace Vacuum Salt and Solar Works Design: Technical Knowhow M/s Akazo Nobel, Netherland Detailed Engineering- M/s Jacobs H & G, Bombay Fatty Acid Plant: C.B.M, Italy Toilet Soap Plan: Binacchi & Company, Italy
Major Equipments Boilers Steam CO2 Compressors Lime Kilns Cabonation Towers Lurgi Lentjes Energy Technique, IJT Turbines Toyo Benki, BHEL Man GHz FFE Minerals, IPZ CAS, ISGECS
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Market SegmentationMarket segmentation is the process of dividing the total market for goods or service to several smaller groups. The company is segmenting the market on four bases. Geographic. Demographic. Psychographic. Behavioral based.
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At Nirma market segmentation had done on the basis of Demographic segmentation factors such as states regions, cities or neighborhoods. The company is selling its product in all over the India.
Advertisement
Print Media Poster & Benner Bill Boards And Hoardings Electrical Media Television Radio Internet
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CHAIRMAN FINANCE DIRECTOR FINANCE MANAGER ASST. FINANCE MANAGER ACCOUNTANT CLEARK
General Information
Finance
The Company believes in moderate gearing and maintains external debt at levels can be serviced from operating cash flows. Sustained cash flows from core operations over the years have helped the Company in resorting to short-term borrowings to fund its Capex plans.
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Business Overview
Fiscal year 2011 in general was showing overall mixed growth indicators. Inflation was in the headline exhibiting Strong persistence in 2010-11. It reflected both supply shocks and gradual generalization of price pressures. Real GDP growth in 2010-11 reverted to near trend growth rate, following two successive years of below trend growth.
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Present Management
The central principle of the personal department and Nirma Ltd is that man power is a heart, so management provides proper satisfaction. There is an approach with the employees.
Shifts
The company is having three shifts at Mandali. 1. 2. 3. 8:00 a.m. To 4:00 p.m. 4:00 p.m. To 12:00 p.m. 12:00 p.m. To 8:00 a.m.
Total Workforce
Total Technical Drivers and Cleaners Others Male Female 4500 1300 200 3000 3000 1500
Recruitment
Internal Recruitment Internal Organization Relatives or Friends Employee Recommendation Manpower at Factory Gate External Recruitment Advertisement in News Paper Causal Callers Labor Contractor Campus Recruitment
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Selection
(a) Written Test (b) Prelim Interview (c) Follow up Interviews (d) Final Interview and Selection
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CHAIRMAN MANAGING DIRECTOR PECIDENT OF PRODUCTION FACTORY MANAGER TECHNICAL WORK FORCE WORKERS
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Bathing Soap
Nirma Beauty soap
Detergent Cake
Nirma Detergent Cake
Industrial Product
Other Product
Linear Alkyl Benzene
Nirma Shikakai
Fresh Super Nirma Detergent Nirma Toothpaste Cake Nima Blue Detergent Iodized Cake Flow Slat Nirma
Nima Sandal
Soda As
Nima Winner Nima Nima Herbalina Nima Lin Nima Jasmine Nima Rose
Lab
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Nima Rose:
Nima Bartan Bar also addresses the emerging market of scouring bars. It is being offered in 200g and 400g pack sizes. From initial launch days, it has got huge market success and consistently performing well. The remarkable and phenomenal market response received by Nima Rose soap within just two months of its launch once again proved the merits of Nirmas commitment towards its consumers. Nima Rose soap has got an exceptionally soft rose fragrance which remains around body for a long time even after bath. The high TFM content of this product allows a consumer to
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have pleasant bath. This brand had carved a niche in its segment by achieving leadership position just within two months of its launch. It is available in 100g and 150g pack sizes.
Nima Sandal:
Over the period, Indian toilet soap market has fragmented & has seen emergence of prominent floral fragrance segments as Sandal, Rose, Jasmine, etc. Nima Sandal is a one of such product in floral segment. This toilet soap has 80% TFM content, with rich & exotic fragrance. It promises benefits of Sandal oil & Turmeric powder. It is a premium product from Nima stable and is available in 100g and 150g packs.
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Inspired by the success of the bar, Nima Bartan Dish wash Powder was also, subsequently softlaunched, in 1000g pack size.
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Production Capacity
Light Soda Ace Dense Soda Ace Vacuum Salt Toilet Soap Detergent Powder Pure Water Plant
Production Capacity
Light Soda Ace Dense Soda Ace Vacuum Salt Toilet Soap Detergent Powder Detergent Cake Solar Salt Fatty Acid Pure Water Generation
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Machinery Boiler
Steam Turbine
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B.M Packaging
Mixture
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Raw Material and Process Chemicals:In this store all the raw material like limestone, coal, coke and all the chemical of the process department are handled. All the material management of these items is handled by raw material handling department.
General Store Department:In this store all the items like consumable items, inflammable items such as petrol, kerosene, grease, oil etc. all the department like bearing, belt, bolt, screw etc. all the hand tools of workshop department like drill ,welding rods etc. furniture items of all the department and all the items of administration and safety department
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Process of Soda Ace:The production of soda Ash involves a number of operations, which have been grouped in to sixprocess sections. And seven- service selection. For the right understanding of the process a short summery is necessary .Soda Ash is produced from the row material salt and limestone, salt ides solved in water or purified sea water and limestone is converted into lime and carbon dioxide with the aid of cokes (sec.-200). Using the Solvay process the NaCl salutation is ammoniated first to facilitate CO2 in the ammoniated brine result in preparation of bicarbonate (sec.-400). The precipitated bicarbonates are separated from the mother liquor and transform into light soda Ash by calcinations (sec.-500) the CO2 formed by calcinations is recover into dense soda Ash densification (sec.- 600),
Process of Synthetic Detergent Powder:The separated and slurry is now neutralized with soda Ash and sodium salt of linear alkyl benzene so obtain standardize by addition of extender and fillers. The yellow color is dissolved
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in water and is added in water and is added in mass to obtain the standard synthetic detergent powder.
Process of Pure Water Plant:Pure water plant support concert sea water into pure water with modern technology and successful operation capacity to produce 81, 76,000 TPA. Triple effect facility, and firm evaporation flexibility to only one effect. This Plant gives pure drinking water used in utility.
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The NIMA range of products is marketed through a parallel marketing network that comprises of more than 2000 distributors.
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market. The network is well equipped to meet the demands of the loyal consumers of the Company across the country. The robust network ensures the availability of various products at different retail outlets across the nation. The Distribution channel is geared up to enhance trade relations, build up the retailer base by providing various benefits and incentives, organize and implement different activities to generate sales and manage numerous other programmes, schemes and activities concentrated towards business development.
Distribution Channel
COMPANY WHOLE SELLER DEALERS SUB-DEALERS RETAILERS CONSUMER OR CUSTOMER
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Strengths
The firm has strong position in foreign countries like Pakistan, Bangladesh etc. 0High brand extension potentiality. The company is located on national highway.
Weakness
Lack of some professional management. Workers internal forces. Disputes between employees The firm can use some dangers chemicals on every production place, so the possibility of accident.
Opportunity
Growing rural market. Constant improvement in consumption of product like detergent powder, detergent cake due to case in population & urbanization. Currently Nirma has less detergent cake market so it can capture detergent cake market very largely.
Threats
High competition from local as well as multinational firms.
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Bachelor of Business Administration students have to visit any industrial place and after completing this visit they have to prepare a project report on this organization. We have visited NIRMA LTD and complete our industrial tour. We have to prepare the project report on PRODUCTION DEPARTMENT. We have included all the related information about the company
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In terms of timely delivery NIRMA prefer most of the dealers because it has own company depot. As a result timely delivery is possible. In spontaneously all the consumer knows about the NIRMA. With it there other companies like; wheel, Ghadi, Arial, etc. It was great to see the plant and machinery operating automatically. The management and working environment of this unit is favorable. In the category of top of mind NIRMA got the rank in top five in detergent production companies. Company should increase its production strength because there is more demand in the market for NIRMAs soap and detergent.
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