Leadership brands:

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In October 2010, P&G brands will have helped to make everyday life a little better for 173 years.

These brands are some of the world’s most well-known household names—including innovative new products that comprised five of
the top ten most successful new introductions in 2009.*

Leadership brands:
• Previous
• Next

In October 2010, P&G brands will have helped to make everyday life a little better for 173 years.

These brands are some of the world’s most well-known household names—including innovative new products that comprised five of
the top ten most successful new introductions in 2009.*
Number of P&G brands that each generate more than one billion dollars in annual sales—including our newest billion-dollar brand,
Ace.

These 50 leadership brands account for 90% of P&G sales.

Leadership brands:
• Previous
• Next

In October 2010, P&G brands will have helped to make everyday life a little better for 173 years.

These brands are some of the world’s most well-known household names—including innovative new products that comprised five of
the top ten most successful new introductions in 2009.*

Number of P&G brands that each generate more than one billion dollars in annual sales—including our newest billion-dollar brand,
Ace.

These 50 leadership brands account for 90% of P&G sales.

These 50 leadership brands account for 90% or more of P&G profits.

Over the past 15 years, 125 P&G innovations have earned a spot on SymphonyIRI Group’s list of each year’s 25 most successful
new products—more than our six largest competitors combined.*

Jyoti lab.ltd.
Company overview:

Jyothy Laboratories was established in the year 1983 by M P Ramachandran. From very humble start in 1983 having presence only in the state of Kerala it now
has pan India presence. The company got started by corpus of just Rs40000 and today it has a turnover of in excess of Rs400 crore.

Vision:
Develop innovative brands, tap high growth categories, reach untapped markets and explore untapped segments to meet the day-to-day requirements of every
Indian household.

Mission:
Provide brands that denote superior quality, to touch and positively impact the daily lives of consumers. To ensure that our brands, business operations and
corporate policies translate the core philosophy of offering value for the money spent to experience our products. Ensure that our people, processes and products
reflect the ideals of integrity, ethics and professionalism.

Product line:
- FABRIC CARE: Ujala Supreme, Ujala Washing Powder, Stiff & Shine
- HOUSEHOLD INSECTICIDE: axo Cyclothrin Coil, Maxo Cyclothrin Liquid, Maxo Aerosol
- UTENSIL CLEANER: Exo Dish Wash Bar, Exo Dish Wash Liquid
- FRAGRANCE: Maya
- PERSONAL CARE: Jeeva Natural
Super Nirma Detergent Cake ::...

To meet the growing aspirations of consumers and to offer them

value-chain product portfolio, Nirma introduced Super Nirma
Detergent Cake, in 1992. Available in 125g and 250g pack sizes,
this product, within a short span, convinced the consumers of
competitor brands to switch their loyalty towards Super Nirma
detergent cake. With a high detergency value, this product offers
quality wash to their consumers.

Super Nirma Detergent Cake was ranked as the fastest Climber for
the year 1997-98 in the detergent cake/ bars category [BUSINESS
TODAY, Octobers 22, 1998].

Nirma Popular Detergent Cake ::...

The positioning of Nirma Popular Detergent Cake is similar to that

of Nirma Popular Detergent Powder. This product is available in
125g and 250g pack sizes, targeted to first-time detergent cake
user segment.
Nirma Detergent Cake ::...

Deriving inspiration from its success in the Detergent Powder

market, Nirma expanded its product portfolio by introducing the
“Nirma detergent cake” in 1987. Here again, the excellent price-
quality equation tempted the consumers to try the product.
Available in 125g and 250g pack sizes, this brand has done
exceptionally well. AIMS survey ranked Nirma detergent cake as
“The Most widely distributed detergent cake brand”. Due to its
unique formulation, this product offers benefits like less melting
in water, better stability, and therefore lasts longer. As per the
ORG-MARG Rural Consumer Panel [December 1998] survey,
Nirma brand is ranked highest in terms of penetration in washing
cakes / bars category [BT Rural Market Watch, Business Today,
June 22, 1999].

Nirma Washing Powder ::...

This product created a marketing miracle, when introduced in the

domestic marketplace. In 1969, when the detergents were priced
so exorbitantly that for most of the Indians, it was a luxury item.
Nirma envisioned the vast Fabric Wash market segment and
sensed a tremendous potential therein. This product was priced at
almost one third to that of the competitor brands, resulting into
instant trial by the consumers. Owing to its unique environment-
friendly, phosphate-free formulation, the consumers became loyal
to this brand, helping it to over-take the decades’ old brands, in
terms of volumes. This brand had been ranked as the “Most widely
distributed detergent powder brand in India” as per All India
Census of Retail Outlets carried out in 435 urban towns by the
AIMS (Asian Information Marketing & Social) Research agency
[Brand Equity - The Economic Times, March 11, 1997]. As per the
ORG-MARG Rural Consumer Panel [December 1998] survey,
Nirma brand has been ranked as highest in terms of penetration
in washing powder category [BT Rural Market Watch, Business
Today, June 22, 1999].

Super Nirma Washing Powder ::...

Exploding the myth that ‘better quality always demands higher

price”, Nirma introduced a spray-dried blue coloured washing
powder in the premium segment, in 1996. Available in 25g, 500g
and 1000g packs, this product out-classed its competitor brands.
Though, priced almost 40 % lesser, thus providing a very
attractive ‘value-for-money’ proposition. This brand, within a
short span of two years, had cornered substantial market share in
the premium detergent segment and continues to perform well.
Nirma Popular Detergent Powder ::...

To cater to the needs of the specific target audience, Nirma

launched a good quality product at a very affordable price. The
objective is to convert the non-users of detergents into users and
also prevent the competitors and local manufacturers to lure
away the prospective Nirma consumers by sub-standard products.
This product has created a loyal consumer base of its own and has
established substantial amount of volumes. It is available in pack
sizes of 500g and 1000g pack sizes.

Nirma is one of the few names - which is instantly recognized as a true Indian brand, which took on mighty multinationals
and rewrote the marketing rules to win the heart of princess, i.e. the consumer.
Nirma, the proverbial ‘Rags to Riches’ saga of Dr. Karsanbhai Patel, is a classic example of the success of Indian
entrepreneurship in the face of stiff competition. Starting as a one-man operation in 1969, today, it has about 14, 000
employee-base and annual turnover is above Rs. 25, 00 crores.
India is a one of the largest consumer economy, with burgeoning middle class pie. In such a widespread, diverse
marketplace, Nirma aptly concentrated all its efforts towards creating and building a strong consumer preference
towards its ‘value-for-money’ products.
It was way back in ‘60s and ‘70s, where the domestic detergent market had only premium segment, with very few players
and was dominated by MNCs. It was 1969, when Karsanbhai Patel started door-to-door selling of his detergent powder,
priced
at an astonishing Rs. 3 per kg, when the available cheapest brand in the market was
Rs. 13 per kg. It was really an innovative, quality product – with indigenous process, packaging and low-profiled
marketing, which changed the habit of Indian housewives’ for washing their clothes. In a short span, Nirma created an
entirely new market segment in domestic marketplace, which is, eventually the largest consumer pocket
and quickly emerged as dominating market player – a position it has never since relinquished. Rewriting the marketing
rules, Nirma became a one of the widely discussed success stories between the four-walls of the B-school classrooms
across
the world.
The performance of Nirma during the decade of 1980s has been labelled as ‘Marketing Miracle’ of an era. During this
period, the brand surged well ahead its nearest rival – Surf, which was well-established detergent product by Hindustan
Lever. It was a severing battering for MNC as it recorded a sharp drop in its market share. Nirma literally captured the
market share by offering value-based marketing mix of four P’s, i.e. a perfect match of product, price, place and
promotion.
Now, the year 2004 sees Nirma’s annual sales touch 800,000 tones, making it one of
the largest volume sales with a single brand name in the world. Looking at the FMCG synergies, Nirma stepped into toilet
soaps relatively late in 1990 but this did not deter it to achieve a volume of 100,000 per annum. This makes Nirma the
largest detergent and the second largest toilet soap brand in India with market share of 38% and 20% respectively.

It has been persistent effort of Nirma to make consumer products available to masses at an affordable price. Hence, it
takes utmost care to provide finest products at the most affordable prices. To leverage this effort, Nirma has gone for
massive backward integration along with expansion and modernization of the manufacturing facilities.
The focal objective behind modernisation plan is of up gradation with resource-savvy technology to optimise capabilities.
Nirma’s six production facilities, located at different places, are well equipped with state-of-art technologies. To ensure
regular supply of major raw materials, Nirma had opted for backward integration strategies. These strategic moves
allowed Nirma to manage effective and efficient supply-chain.
Nirma has always been practiced ‘value-for-money’ plank. Nirma plans to extend the same philosophy in categories as
commodity food products, personal care products and packaged food. Distinct market vision and robust infrastructure
allowed Nirma to have cost leadership. Apart from this, lean distribution network, umbrella branding and low profile
media promotions allowed it to offer quality products, at affordable prices.
In present scenario, an inspiring 59-year-old persona, Dr. Karsanbhai K. Patel, leads Nirma, playing role of key strategic
decision-maker, whereas his next generation has already skilled management capabilities. Shri Rakesh K Patel – a
qualified management graduate, is spearheading the procurement, production and logistic functions, whereas Shri Hiren
K Patel – a qualified Chemical engineer and management graduate, heads the marketing and finance functions of the
organisation. Shri Kalpesh Patel, Executive Director, leads the professional organisational structure.
The man behind the success of Nirma phenomenon – Dr. Karsanbhai Patel is a recipient of various awards and accolades.
He has been bestowed with various awards like…
 Udyog Ratna by Federation of Association of Small-Scale Industries of Gujarat, New Delhi.
 Outstanding Industrialist of Eighties by Gujarat Chamber of Commerce and Industry, Ahmedabad (in 1990).
 Gujarat Businessman Award in 1998 by Gujarat Chamber of Commerce and Industry, Ahmedabad.
 Excellence in Corporate Governance Award by Rotary International District 2000.
 A&M Hall of Fame, _______.
Shri Karsanbhai has been awarded an Honorary Doctorate by Florida Atlantic University, Florida, USA in the year 2001 in
recognition of his exceptional accomplishments as a philanthropist and businessman.
This world has also recognised his ability, acumen and wisdom and in recognition of the services rendered by him in his
various capacities. Dr. Karsanbhai Patel has also served as a Chairman for two terms to the Government of India’s
Development Council for soaps and detergents, as a Member of Bureau of Indian Standards Committee for Soaps and
Detergent Industries and President of Gujarat Detergent Manufacturers Association.

Ujala Supreme

Ujala is synonymous with the genesis of Jyothy Laboratories Limited and has created history in more ways than one. Ujala
- the flagship brand of Jyothy Laboratories Limited marked the beginning of our endeavor to offer innovative and value for
money products to the Indian consumer.

The product category for a liquid fabric whitener was literally non-existent prior to the advent of Ujala. While the “HAVE
YOU CHANGED OVER TO UJALA” punch phrase captured the imagination of people throughout the country, Ujala ushered
in a revolution, with consumers shifting from powder blue to liquid blue. Positioned on the platform of whiteness and
brightness, Ujala is a market leader in its category - the growing market share is a testimony to the brand’s popularity.

Ujala Supreme - used as a post-wash application for brightening white clothes has an instant whitening system that
assures uniform and consistent results.

Ujala Supreme is available in 9ml, 30ml, 75ml ,125ml and 250 ml bottles.

Ujala Washing Powder bookbookbook

Ujala Super Washing Powder – launched with an innovative formula is a reflection of the constant endeavour of the R&D
centre at Jyothy Laboratories Limited. Ujala Super Washing Powder, with its advanced cleaning power ensures superior
cleaning at a reasonable cost.

While its special action penetrates deep into clothes to dislodge stubborn dirt, oil and stains, Ujala Super Washing Powder
has pleasant fragrance, leaving clothes fresh and clean. Absolutely soft and safe on hands, Ujala Super Washing Powder is
tough on grime and provides superior cleaning at an affordable cost.

Ujala Super Washing Powder is available in 25gm, 500gm and 1kg packs
 Stiff & Shine
Ujala Stiff & Shine is a shining example of the product development initiatives of the R & D division at Jyothy
Laboratories Limited. Positioned uniquely to address the need to keep ensure that clothes retain the crisp feel and a
sparkling appeal, Ujala Stiff & Shine is specially formulated to maintain clothes at their crisp and shining best. It is
suitable for clothes of all fabric type and colours.

A post-wash liquid fabric enhancer, Ujala Stiff & Shine helps provide the stiffness for that crisp look without the
white patches and bad odour commonly associated with starch. What’s more, unlike the inconvenient and messy
experience of using starch, Ujala Stiff & Shine is handy and easy to use. Ujala Stiff & Shine gives that special sheen
to clothes, making them as good as new - offering premium quality and utmost care for your laundry.

Ujala Stiff & Shine is available in 20gm sachets, 100ml and 200ml bottles.

Ujala Techno Bright Detergent

Ujala Techno Bright has a unique 3 Power System with Nano Enzymes that penetrates deep into the fibres and
cleans out the toughest stains. Even bacteria and bad odour are Clean Out!

STAIN OUT! BACTERIA OUT! ODOUR OUT!

STAIN OUT!
Ujala Techno Bright has advanced micro-stain-fighting technique with Nano Enzymes. This active compound
dissolves the most stubborn and deep-seated dirt and grease in seconds. So, there is no trace of stains. White
clothes become whiter, and coloured clothes become brighter.

BACTERIA OUT!
Ujala Techno Bright Detergent comes equipped with anti-bacterial agents that neutralize harmful bacteria and fungi.
So, your clothes become disinfected and hygienically clean!

ODOUR OUT!
Ujala Techno Bright has anti-odour agents that keep away bad odour from clothes. And leave behind a refreshing
fragrance