A detergent sold from a bicycle
Karsanbhai Patel's Nirma took on big brands by making a good product affordable.
In 1969, Karsanbhai Patel, a chemist working for the Gujarat government in Ahmedabad, began mixing detergent powder at home. He named it Nirma, after his daughter Nirupama.
After work, he sold packets door to door on his bicycle, at a fraction of the price of the big brands. Families who could not afford branded detergent finally had a reliable option.
Word spread through neighbourhoods, and Nirma went on to become one of India's best-selling detergents.
What you can use from it
- Find customers the big players ignore. They are often the largest group.
- A low price only works when your costs are low too. Plan the economics first.
- Start part-time and test before you quit your job.
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