Name: Kirti, Date: 24-10-2024
This dissertation delves into the market entry strategy of Nirma Washing Powder, tracing its evolution over the years and proposing a blueprint for sustainability moving forward. Nirma, a household name in the detergent industry, has a fascinating history of challenging established players with its innovative approach. The study begins with an exploration of market entry strategies, consumer goods industry evolution, and the growing importance of sustainability in business. It then provides a historical overview of Nirma, from its humble beginnings to its emergence as a market disruptor. Through an in-depth analysis, the dissertation examines Nirma’s initial market entry strategy, including niche targeting, pricing, distribution, and marketing tactics. It also explores how Nirma has adapted its strategy over time to expand into new markets, diversify its product offerings, and respond to changing consumer demands. Furthermore, the dissertation evaluates Nirma’s sustainability initiatives, focusing on environmental stewardship, social responsibility, and corporate governance. Despite its successes, Nirma faces challenges from competitors and shifting market dynamics. Drawing on lessons learned, the study offers recommendations for Nirma to sustain its growth and competitiveness in the future. By embracing emerging trends and adopting sustainable business practices, Nirma can continue to thrive while making a positive impact on society and the environment. Keywords: Detergent, Innovation, Market entry, Nirma, Strategy, Sustainability.
