entertainment comedy scene,comedy movies,entertainment full movie,entertainment,akshay kumar comedy scenes,entertainment hindi movie,comedy,comedy scenes,comedy videos,comedy video,entertainment comedy scenes,entertainment film,entertainment funny scenes,it's entertainment (film),entertainment movie songs,comedy parts,akshay kumar comedy,full movie,entertainment movie,classic comedy scenes,funny comedy,entertainment comedy,full entertainment
Category
ЁЯУЪ
LearningTranscript
00:00Ghari Detergent Powder and Cake
00:02Use it first, then believe it.
00:06Friends, everyone knows this tagline of Ghari Detergent.
00:10But when this brand was started,
00:12the company didn't have enough money to do its advertisement.
00:17That's why two brothers gathered their courage
00:19and started selling it on foot or by cycle.
00:23But when Ghari Detergent came to the market,
00:25it was facing Nirma on one side,
00:28and Hindustan Unilever on the other side.
00:34But what did Ghari do?
00:36It became one of the largest detergent brands in India.
00:39Let's see what strategies this company adopted
00:42and how much struggle it faced.
00:47If we look at the history of detergent,
00:50it started at the time of World War 2.
00:54But it was far away from the reach of Indians.
00:57But after 10 years of independence,
00:59in 1957, a company called Swastik Oil Mills
01:03started making synthetic detergents.
01:05And this is how it started in India,
01:08but still it was able to make its place in very few houses.
01:11However, when Hindustan Unilever launched
01:14its famous surfacer in India in 1969,
01:17it was advertised very quickly.
01:19Because of which detergent powder
01:21started becoming popular among people.
01:24But yes, India's population was still poor,
01:27that's why surfacers were only targeted
01:29to elite class families.
01:31Because its detergents were so expensive
01:33that middle or lower middle class
01:35could not afford it.
01:37And then understanding this problem,
01:39Karsan Bhai Patel of Gujarat
01:41launched Nirma Detergent,
01:43which in just a few decades
01:45became the most sold detergent brand in India.
01:48Now friends, this success story of Nirma
01:50reached two brothers named
01:52Murlidhar and Vimal Kumar Gyanchandani of Kanpur.
01:55And they were very inspired by this.
01:57They thought that why not increase
01:59the business of their father,
02:01who used to make soap with glycerin at that time.
02:04With this thought, in 1987,
02:06these two brothers living in Shastrinagar, Kanpur
02:09opened a small detergent factory
02:11near Fajalganj Fire Station,
02:13which was named
02:15Shri Mahadev Shop Industry.
02:17And then it was made in this factory only.
02:20Now friends, this factory of Fajalganj
02:22was small in size,
02:24but the desire of these brothers
02:26was very big.
02:28That's why they joined the work
02:30with a lot of hard work and passion.
02:32However, their business
02:34could not run for a long time
02:36because in front of them,
02:38there were many popular products
02:40like Nirma and Hindustan Unilever wheel.
02:42It was not at all easy to get ahead
02:44of them.
02:46However, they already had an idea
02:48and kept convincing people
02:50to buy detergent.
02:52However, when there was no profit
02:54even after a lot of efforts,
02:56they understood that they have to do
02:58something that other companies are not doing.
03:00In that era, where most of the washing powder
03:02was yellow or blue,
03:04they decided to make white washing powder
03:06and sell it in the market.
03:08Apart from this, the Gyanchandani brothers
03:10also gave a strong and
03:12catchy tagline,
03:14Use first, then believe.
03:16People liked this tagline
03:18and they thought that
03:20when the company has so much trust
03:22on its product,
03:24then why not try it once.
03:26And when people used it,
03:28then people liked the white
03:30and yellow color of this detergent.
03:32Now, the trust of consumers
03:34began to increase on this product
03:36and gradually in the nearby areas
03:38like Kanpur, the washing powder
03:40and cake of the watch started becoming popular.
03:42After its success in Kanpur,
03:44they decided to distribute it in the whole of UP.
03:46Because, obviously, this is the
03:48biggest state of India.
03:50Let me tell you that the total FMCG
03:52sales had a 17% contribution
03:54only from UP.
03:56In such a situation, there could
03:58not be a better market to experiment.
04:00But, friends, apart from being good,
04:02it was also a tough market
04:04because the demand here was high
04:06and the competition was also very high.
04:08In such a situation, the watch took a
04:10very big step to deal with this problem
04:12because where other companies
04:14were giving only 6% commission
04:16to their distributors,
04:18the watch increased it to 9%.
04:20Now, the effect of more commission
04:22was that the distributors
04:24started preferring the watch
04:26over the products of other companies.
04:28And this was the reason that the
04:30availability and visibility of the watch
04:32increased a lot in the market
04:34and now it was easily available
04:36in every small shop in the neighborhood
04:38due to which the company's sales
04:40increased a lot.
04:42But, friends, giving more commission
04:44meant that the watch had to run
04:46its business with a very low profit
04:48and there was also a risk of
04:50going into loss in front of them.
04:52And friends, to deal with this
04:54kind of problem, they started
04:56making many cuts in expenses.
04:58For example, the company started
05:00making a small unit or depot
05:02at a distance of 200 to 300 km
05:04to reduce the cost of transportation
05:06and also to give products to people
05:08as soon as possible.
05:10In this way, in a few years,
05:12in UP, the watch detergent
05:14became the most liked brand.
05:16And then this success motivated
05:18the company to enter
05:20the neighboring states
05:22after which Bihar, Madhya Pradesh
05:24and many other states
05:26started selling the watch.
05:28Now, friends, due to UP,
05:30the whole idea of тАЛтАЛthe market
05:32was attached to the watch detergent
05:34that's why slowly it started
05:36spreading in the neighboring cities.
05:38And then the watch achieved
05:40500 crore sales by 2002
05:42which was a great success
05:44for the company.
05:46After this, the company started
05:48making many more products
05:50and they started making
05:52their presence strong in the FMCG market.
05:54To integrate all its products
05:56with each other,
05:58in 2005, in the name of
06:00Shri Mahadev Shop Industry,
06:02Rohit Surfactants Private Limited
06:04i.e. RSPL was created
06:06so that their operations can be made easier.
06:08Meanwhile, due to less innovations
06:10and changing market trends,
06:12Nirma was slowly losing its position
06:14and the watch started getting
06:16a lot of benefits and then
06:18the watch started capturing Nirma's
06:20market share.
06:22In addition, the watch has also
06:24launched its products in many other sectors
06:26like in 2010, RSPL started a unit
06:28in Haridwar from where hair oil,
06:30shampoo, toothpaste, moisturizer,
06:32shaving cream and liquid hand wash
06:34were launched in the market.
06:36In its next year,
06:38in 2011, the watch followed
06:40many brands like Wheel and Nirma
06:42and became the largest player
06:44in the Indian detergent market.
06:46But how did all this happen?
06:48Can a company be so successful
06:50just by giving more commission
06:52to distributors and making
06:54white detergent in such a short time?
06:56There is no answer at all
06:58because the watch has adopted
07:00a very important role in this.
07:02First of all, it understood the
07:04mind of consumers like
07:06most of its customers were female housewives
07:08who used to see more foam
07:10with good quality and
07:12used to use extra detergent
07:14to get a lot of foam.
07:16In this way, the watch understood
07:18these insights and started advertising
07:20itself that their detergent
07:22gives the most foam.
07:24Also, first use it, then believe it.
07:26Due to this confident claim,
07:28customers started getting curious
07:30to try this new product.
07:32But this tagline would have
07:34died in some alley of Kanpur
07:36decades ago if Gyan Chandani
07:38had not given priority to
07:40the advertisement of his products.
07:42Today, you may see big stars
07:44like Madhuri Dixit and Amitabh Bachchan
07:46advertising the watch,
07:48but in the early days,
07:50the watch was struggling
07:52and was trying to survive
07:54by cutting expenses.
07:56In this way, he could not
07:58make a superstar a brand ambassador
08:00and he did not have money
08:02to run an ad campaign at a very high level.
08:04But how can people
08:06be aware of their products
08:08without any advertisement?
08:10For this, Gyan Chandani took
08:12a very smart decision.
08:14He painted a watch advertisement
08:16on the exterior of a major train
08:18in the North Indian states
08:20like Pushpak Express and
08:22Swarn Jayanti Express.
08:24In addition to the exterior,
08:26small posters were placed inside the box
08:28which increased the brand visibility.
08:30The company's target
08:32was to keep its ad spend
08:34very minimal and
08:36spend only 2% of its sales
08:38on advertisement.
08:40To stay on this strategy,
08:42Gyan Chandani kept his advertising
08:44activities in-house
08:46which saved him from
08:48advertising agencies and
08:50additional expenses on middlemen.
08:52When Chandani wanted to
08:54start his detergent brand,
08:56he saw that it was
08:58a premium and high-priced product
09:00which was very expensive.
09:02On the other hand, Nirma
09:04was a cheaper alternative
09:06for those who wanted to use
09:08detergent but were not
09:10ready to pay much for it.
09:12As it was cheap,
09:14many people thought that
09:16Nirma is a low-quality product
09:18and there was no option
09:20which was better than Nirma
09:22but it was also
09:24not as expensive as Surf.
09:26In this situation,
09:28Gyan Chandani decided to enter
09:30this segment and started
09:32positioning his brand as
09:34a better alternative to Nirma.
09:36The company was very smart
09:38in keeping the watch's price
09:40and where Nirma was selling
09:42its detergent at Rs 30 per kg,
09:44the watch started selling
09:46at Rs 35 per kg.
09:48It was a risky decision
09:50because Nirma was the biggest
09:52competitor and market leader
09:54of the watch and beating it
09:56at such a high price was a
09:58big challenge for the company.
10:00But the watch kept its
10:02quality confidence and
10:04encouraged its consumers
10:06through its advertising campaigns.
10:08Gradually, people started
10:10perceiving the watch as a
10:12premium product.
10:14When the company started
10:16they didn't have enough money
10:18to distribute their products
10:20at a national level.
10:22That's why they started with
10:24a small goal and targeted
10:26only the Kanpur market.
10:28When the brand succeeded in Kanpur,
10:30they focused on their home state
10:32i.e. Uttar Pradesh.
10:34After my success here,
10:36the company had enough money
10:38to be aggressive and
10:40distribute their products
10:42in remote areas.
10:44They selected their neighboring states
10:46like MP, Bihar, Punjab and Haryana
10:48so that they can understand
10:50the demand of other consumers
10:52other than UP,
10:54what kind of ad campaigns
10:56they do there and how
10:58their products can be
11:00associated with their region.
11:02For this, the watch started
11:04many magic shows,
11:06set up stalls in fairs,
11:08showcased products in exhibitions
11:10and worked on many such strategies
11:12to connect with this brand.
11:14And then it became
11:16the most popular brand in the country.
11:18That's why today,
11:20only one watch is sold
11:22out of all four detergent brands.
11:24The management of the company
11:26is entirely in the hands of the family.
11:28Murali and Vimal Ganjandani
11:30handle daily operations.
11:32Vimal's son handles the marketing
11:34and Murali's son is also
11:36a special part of the company.
11:38Their business is not only
11:40in detergent, but also in the dairy sector.
11:42And many of you
11:44must be knowing
11:46about their dairy brand Namaste India.
11:48Apart from this,
11:50in 1995, the company
11:52also took a step in the manufacturing business
11:54and established Lian Global
11:56Pvt. Ltd.
11:58And friends, this is the same Lian Global
12:00whose Red Cheap Boots you wear with great interest.
12:02Now if we look at the performance
12:04of this time,
12:06the watch detergent is doing very well
12:08but it cannot be denied
12:10that the competition in this segment
12:12is very tough.
12:14And the watch is not only being challenged
12:16by big players like Surf or Arial,
12:18but also by many regional brands
12:20like Nirma, Fena, Mr. White.
12:22So friends, the way
12:24Nirma was inspired for watch detergent
12:26in the beginning,
12:28even today, keeping that in mind,
12:30the watch should learn from Nirma's past mistakes
12:32and take some strategic steps
12:34to sustain its growth.
12:36For example, the watch should invest
12:38as much as possible in its R&D,
12:40develop new products
12:42and pay attention to improving
12:44existing products so that
12:46they can stay ahead in the market.
12:48Also, it is very important for the watch
12:50to understand the changing market demand
12:52and consumer preference
12:54otherwise it can also lag behind like Nirma.
12:56Apart from this, there is one more thing
12:58on which the watch should definitely work
13:00and that is its distribution network.
13:02Now you must be thinking
13:04what is wrong in this?
13:06Actually, the watch is a detergent brand
13:08only a few states in the North side
13:10know about this,
13:12whereas the Southern state is still
13:14completely unaware of this.
13:16In this case, the watch should establish
13:18its Pan India presence
13:20so that it can get a bigger
13:22consumer base.
13:24And friends, if the watch adopts these strategies,
13:26then it can maintain its current
13:28successful legacy for a long time.