Competition and industry

Competition and industry

                                The launch of Nirma was a huge threat to Surf which had a monopoly over the detergent powder sector. Within years Nirma overtook Surf and became the leading detergent brand. Consumers relate to it as a low cost brand. As of today, the following are the competitors

-          -Surf Excel

-          Wheel

-          -Tide

-          -Arial

-          -Ghadi

-          -Local Detergents

Direct Competitors:

Wheel

Ariel

Ghadi

Surf

Indirect Competitors:

Rin (Bar Soap)

Comfort

Ujala

Surf Excel Liquid

Surf was doing very well untill Nirma was introduced in 1969

The strategy used by Nirma:-

          Surf's price was Rs.13/ while Nirma charged Rs.3/
        It eventually captured the people who did not use detergent
       Sold in plastic covers rather than Surf cartons
        Door to door delivery during initial days.

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