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This case talks about how Nirma carved a niche for itself in the highly competitive detergents and toilet soaps market in India. The case focuses on the various strategies employed by the company to counter the competition from the FMCG giants, particularly HLL. It shows how Nirma used its cost-reduction strategies to achieve success. The case also highlights Nirma''s entry into the premium segment of the toilet soaps, and the detergents market. The case is intended for MBA/PGDBM level students as a part of the Marketing Elective curriculum. The students are expected to understand and analyse the various factors that attributed to the success of Nirma. At the end of the discussion, the students are expected to give their opinion on whether Nirma''s business model would be effective in the long run. They are also expected to design a strategy for Nirma to counter the increasing competition. The case is also aimed at giving an insight into why Nirma entered the premium segment of the detergents and toilet soaps market. The case can be dealt in a number of ways in the class. One of the effective methods could be the moderator giving an insight into the case and throwing it open for discussion. Another method could be to divide the class into groups comprising 5-6 persons. Each group would then discuss the case within the group and present it to the class. In either of the methods, the moderator is responsible for keeping the discussion on track.