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Nirma Ltd SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Nirma Ltd analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Nirma Ltd SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Nirma Ltd to benchmark its business & performance as compared to the competitors and industry. As of 2020, Nirma Ltd is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Nirma Ltd competitors and includes Nirma Ltd target market, segmentation, positioning & Unique Selling Proposition (USP).

Nirma Ltd SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Nirma Ltd Brand Analysis
Parent Company

Nirma Ltd


Consumer Products



Tagline/ Slogan

Better Products, Better Value, Better Living


Excellent distribution network across India tapping over 300 million consumers

Nirma Ltd STP
Nirma Ltd Segmentation

Products and services for daily needs

Nirma Ltd Target Market

Every Indian household especially the middle class

Nirma Ltd Positioning

Value for money products for a better living

Nirma Ltd Product Portfolio

1. Nirma Washing Powder             2. Nirma Bartan Bar

3. Nima Soap                                   4. Nirma Beauty Soap

The above mentioned brands are the prominent products under the Nirma Ltd product portfolio.

Nirma Ltd SWOT Analysis
Nirma Ltd Strengths

Below are the Strengths in the SWOT Analysis of Nirma Ltd:

1. Nirma has distribution at over 1 million retailers and approx 300 million consumers
2. Over 14000 employees work with Nirma
3. It has always practiced ‘value-for-money’ strategy targeting the huge Indian middle class market
4. Nirma purchased Searles Valley Minerals Inc., thus making it among the top Soda Ash manufacturer globally
5. Nirma has manufacturing facilities at 6 places in India
6. It has undertaken backward integration into manufacture of Industrial Products like Soda Ash, Fatty Acid, Glycerine, Sulphuric Acid etc

Nirma Ltd Weaknesses

Here are the weaknesses in the Nirma Ltd SWOT Analysis:

1. Market share is limited due to presence of other strong FMCG brands
2. Nirma has limited international presence as compared to other leading FMCG companies

Nirma Ltd Opportunities

Following are the Opportunities in Nirma Ltd SWOT Analysis:

1. Tap rural markets and increase penetration in urban areas
2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand

Nirma Ltd Threats

The threats in the SWOT Analysis of Nirma Ltd are as mentioned:

1. Intense and increasing competition amongst other FMCG companies
2.FDI in retail thereby allowing international brands
3. Competition from unbranded and local products

Nirma Ltd Competition

Below are the top 7 Nirma Ltd competitors:

1. Marico

2. L'Oréal

3. ITC Limited

4. HUL

5. Colgate-Palmolive

6. Procter and Gamble

7. Dabur India

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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