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How did Nirma washing powder fail: If you are someone who was born in 1980s or even 1990s you must have heard about the brand Nirma. Once known as a household name in India Nirma washing powder brand rose to fame in the 1980s and 90s with its catchy “Washing Powder Nirma” jingle and affordable pricing. Founded by Karsanbhai Patel in the year 1969 the brand was named after his late daughter Nirupama. The affordable washing powder brand brand quickly became the first choice of housewives due to its effectiveness and pricing. However due to a mistake the whole Rs 17000 crore empire of Nirma washing powder came down crashing. How popular was Nirma washing powder? Once the most popular washing powder brand of India Nirma captured nearly 60% of the detergent market at its peak by offering quality cleaning at low cost. When the company was at its peak Bollywood actresses Hema Malini Reena Roy Sridevi and Sonali Bendre were shown endorsing the product which made it more and more popular across India. How did Nirma washing powder decline in market? The massive success of Karsanbhai Patels Nirma brand was driven by smart strategies like a money-back guarantee emotional advertising and brand endorsements by Bollywood stars. However due to the entry of multinational brands like Surf Excel Ariel and Tide by the late 1990s and 2000s with modern packaging advanced stain-removal formulas and aggressive marketing Nirma downfall started as it failed to innovate or upgrade its product range. One more reason that is given by experts about the fall of Nirma is the fact that while its competitors were introducing new product variants and better quality the company stuck to its classic product leading to its downfall.