There are brands that own market’s share. And then, there are brands that own market’s heart. Boroline belongs to the second clan.
While I made it clear in my earlier posts that my visit to Kolkata was exclusively for Durga Puja, today I’m writing to tell you a brand story. Correction: a super brand story.
Boroline is synonymous to Bengal. It is an integral part of the city’s history and heritage. Naturally, my curiosity about the brand piqued, and I wrote an excited mail to the Boroline People. Within a few days, I got a reply and a warm invitation to visit their factory.
To my surprise, Mr. Debashish Dutta (MD, Boroline) himself accompanied me to the factory. Before visiting the set up, he took me to their headquarters in New Alipore to give a glimpse of how it all began. In the reception area, He pointed at two rudimentary machines secured in a glass case. The first one is called a charge machine, and the second one is a filling machine. Back then, this was the only apparatus used to manufacture the legendary cream.
We cut to the current factory down South, and what we see is a humongous set up divided in two distinct sections. One is dedicated for Boroline, and another for Suthol, both top line products in the company’s portfolio. In a period of mere two weeks, stock of over 50 lakhs is produced, with 2.5 lakh tubes manufactured per day.
Not to mention, this massive production takes place without compromising on product quality. Here, precision and efficiency are strengths of every employee. State-of-the-art machineries are made to order understanding the nature of the product, to suit it’s requirements.
We were given anti-contamination gear to cover our body, and were made to go through hygiene control gateways to ensure zero contamination in the manufacturing unit.
Every machine, every process, every nook, every corner of the factory mirrored the team’s sincere efforts and dedication towards their work.
It was so comforting to watch these pots move from one track to another.
Boroline is a brand that was born in a quaint corner of North Kolkata in a house that played a triple role of a manufacturing unit, store house and the founder’s residence. The factory then moved from The Boroline House to another area in North Kolkata. The current factory is their third set-up.
The brand was a brainchild of Mr. Gourmohan Dutta. He formed a company called G.D. Pharmaceuticals to give a Swadeshi answer to increasingly oppressive imperialistic policies of British Raj. People started loving the product, and then there was no looking back. A humble green tube with black lettering (better known as the haathiwala cream) became a strong weapon against unjust imperialism.
After Mr. G.D. Dutta, his son took the legacy forward with product innovations, extensions and marketing ideas. But, his sudden demise was a great shock for the entire Boroline family. Little Debashish was too young to take such a big responsibility. Mrs. Dutta didn’t know how to run a business. But one thing she knew was that the lives of the workers and their families are depending on her. She didn’t let the gates close and took on the mantle.
I feel, women like her are the real Durgas of the modern times. Durga was incarnated as an ultimate form of Shakti, which was otherwise unknown to the universe. She was formed to save the world from evil. Mrs. Dutta, who was otherwise a shadow of her husband, took a bold step by taking the responsibility of a multimillion company on her shoulders. Her brave decision not only fed workers’ hungry mouths, but also saved a significant part of Kolkata’s history from dying an untimely death. That significant part of history that is still successfully creating history.