Pricing

The price of Nirma played a pivotal role in its success.

It not only made the non-detergent users switch to Nirma bit also converted the other detergent user to it.

Selecting the Pricing Objective: The main objective of Nirma was to gain the Maximum Market Share. Nirma penetrated throug the rural market and gained the maximum market share in 1980s.

Although now with the dominance of HUL, its using survival technique to staty in the market.

Estimating Demand: It was seen that the demand grew drastically as the price of the product was placed at a very affordable price. Surf which was the only existing brand charged Rs.13/- per kg hile Nirma charged Rs.3/-

There was elasticity of demand was high!

Cosidering the values and the benefits, Nirma places its price so that it is affordable to the lower segments of the society especially the rural market.

Nirma set different prices for its various product lines. 

Product	Price(in Rs)
Nirma 500 g	20
Nirma 1kg	37
Nirma 25g	0.50
Nirma Super 500g	30
Nirma Super 1kg	57
Nirma Popular 500g	25
Nirma Popular 1kg	48