Stories Behind Brands – Godrej – A Tale of Innovation and Indigenization: The Godrej Group

Brands are more than just a name or a logo; they embody a story and a legacy that has been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles, we will be telling you unknown stories behind the known brands.

The Godrej Group, a household name in India, stands as an example of the power of vision, innovation, and a deep-rooted commitment to the nation.

Its journey, spanning over a century, is one of resilience, adaptability, and a relentless pursuit of excellence. At the heart of this remarkable story lies the visionary leadership of Ardeshir Burjorji Sorabji Godrej, a man who dared to dream big and transformed the Indian industrial landscape.  

Ardeshir Godrej, the eldest of six children born in 1868 to Burjorji and Dosibai Gootherajee, hailed from a wealthy Parsi family in Bombay. His family's surname was changed to Godrej in 1871. After working as a chemist's assistant, Ardeshir approached his father's friend, Merwanji Muncherji Cama, a respected businessman, for financial assistance to start a surgical equipment manufacturing venture. Despite his family's wealth, Ardeshir refused to accept financial help from them, preferring to rely on his own merits. Cama, impressed by Ardeshir's determination, provided him with a loan of 3,000 Rupees.

 With a modest investment of 3,000 Rupees (equivalent to $1500 US in 1895) from Cama, Ardeshir embarked on a venture to manufacture surgical instruments. His creations, which included scalpels, forceps, pincers, scissors, and other essential tools, met the exacting standards of the profession. Confident in his work, he presented his innovations to the proprietor of the company he worked for, who expressed great admiration for his achievement. However, when Ardeshir insisted that the instruments be marked "Made in India", the proprietor met his proposal with disapproval. The proprietor, while acknowledging Ardeshir's skill as a machinist, argued that emphasizing the Indian origin of surgical instruments would hinder their marketability. Despite their differing perspectives, the two parties were unable to find common ground, ultimately leading to the demise of the venture.

 One morning, Ardeshir read a newspaper article highlighting a surge in burglary incidents in the city. The police commissioner urged residents to improve home and business security. Recognizing a need for better locks, Ardeshir delved into the subject. He discovered that Indian locks were primarily handcrafted, a labor-intensive and inefficient process. Determined to create an unpickable lock, Ardeshir approached Merwanji Cama once again. Apologizing for his inability to repay the previous loan, Ardeshir outlined his new venture. Intrigued by the idea, Cama, who had also read the article, agreed to provide the necessary capital. Before Ardeshir left, Cama inquired about other lock-makers in their community. Ardeshir responded that he was uncertain about his position but was committed to becoming the best with Cama's support.

With Cama's funding, Ardeshir set out to revolutionize the Indian lock-manufacturing industry. In a small shed near the Bombay Gas Works, equipped with forty steam presses and a dozen skilled workers from Gujarat and Malabar, production began on May 7, 1897. Ardeshir launched his high-security Anchor brand locks, guaranteed to be unpickable. Later, he introduced simpler and cheaper tumbler locks, explicitly stating that their security was not guaranteed. He also clarified misconceptions about the number of levers, emphasizing that a well-made four-lever lock could be far more secure than a poorly made eight-lever lock. Moreover, he ensured that each key/lock pair was unique, preventing unauthorized access.

A few years later, Ardeshir patented the groundbreaking "Gordian Lock," featuring two keys. One key could lock and unlock the device, while the other could modify the lock's internal mechanisms, rendering the first key ineffective. Inspired by Jeremiah Chubb's 1818 "Detector Lock," Ardeshir developed a lock that alerted the owner to unauthorized access attempts. When an incorrect key was used, a bolt was activated, requiring the correct key and proper turning sequence to release. Unlike Charles Chubb's 1824 patent, Ardeshir's lock didn't need a special regulator key to restore functionality.

In a booklet he authored, Ardeshir highlighted the company's modern manufacturing methods, skilled workforce, and commitment to quality. He emphasized the precision of their locks and keys, which were forged and machine-cut rather than filed by hand. Ardeshir also guaranteed that keys were made before locks, ensuring unpickability and durability.

In 1901, Ardeshir turned his attention to safes, aiming to create a design that was both burglarproof and fireproof. After extensive research and development, he concluded that a single-sheet steel construction was essential for security and stability. The resulting safe featured sixteen bends, welded joints, and double-plated doors. Weighing 1¾ tons, these safes entered the market in 1902, protected by three patents.

In July 1908, Ardeshir and his brother Pirojsha patented the world's first springless lock. Unlike traditional locks with spring-operated levers, their design eliminated the risk of dirt and breakage, ensuring consistent lever resistance and making the lock more difficult to pick. This innovation brought the brothers significant financial success.

Around 1910, Ardeshir planned a trip to Europe to study competitor lock-making practices. Before his departure, he visited Merwanji Cama to repay his long-standing loan. Cama, who was ill, refused to accept the money, expressing joy in his contribution to Ardeshir's success. Instead, Cama requested that Ardeshir hire his nephew Boyce. Ardeshir agreed and later made Boyce a partner, renaming the company Godrej & Boyce Manufacturing Company. However, Boyce's lack of interest in the company led to his departure shortly after Ardeshir's return from Europe.

In England, Ardeshir visited the Chubb factory in Wolverhampton, which held exclusive export rights for security equipment to India. Despite being a competitor, Ardeshir was warmly welcomed and given a guided tour of the manufacturing facilities. This opportunity allowed him to observe Chubb's methods and identify potential weaknesses in their products. Ardeshir diligently took notes and implemented many of the observed practices upon returning to Bombay. During his absence, Pirojsha had doubled the factory's size and workforce, which now included 600 employees.

Following his European trip, Ardeshir continued to innovate with safes. His business experienced significant growth after the San Francisco earthquake, where the subsequent fire caused more damage than the earthquake itself. An article in Scientific American (May 26, 1908) revealed the vulnerability of most safes to fire, prompting Ardeshir to conduct a public demonstration. The successful demonstration showcased the fireproof capabilities of Godrej safes, which were further validated during the Calcutta Dharamtalla Street fire of April 1925.

The ultimate test came in 1944, eight years after Ardeshir's passing. A devastating ammunition explosion at Bombay's Victoria docks caused widespread fires and destruction. Despite the extensive damage, many Godrej safes protected their contents, including those belonging to a bank.

On May 1, 1928, Ardeshir transferred sole ownership of the company to his brother Pirojsha. He then relocated to Nasik, 185 kilometers north of Bombay, to pursue farming. While this venture was unsuccessful, Ardeshir's inventive spirit remained intact. Recognizing the prevalence of animal fats in soaps, which were unsuitable for many Hindus, he developed a method to manufacture soap using vegetable oils, a process previously deemed impossible.

The journey to establish the Godrej Brothers Company was not without its challenges. Ardeshir faced stiff competition from foreign brands and the skepticism of local consumers. However, his unwavering belief in the quality and innovation of his products, coupled with his marketing strategies, helped him overcome these obstacles. He emphasized the superiority of his locks, highlighting their unique features and durability.

Ardeshir Godrej's unwavering commitment to "Made in India" was a defining characteristic of his entrepreneurial journey. He believed that India's economic independence could be achieved only through self-reliance and the development of indigenous industries. His efforts to promote domestic products and challenge the colonial mindset played a crucial role in shaping the nation's industrial landscape.  

As the Godrej Group expanded, Ardeshir's vision extended beyond locks and safes. He ventured into new areas, such as soaps, appliances, and real estate. His focus on innovation and consumer needs led to the development of products that catered to the evolving preferences of the Indian market. The Godrej Group's diversification ensured its resilience and growth in the face of changing economic conditions.  

One of Ardeshir Godrej's most significant contributions was his pioneering efforts in the field of consumer goods. The launch of Godrej Cinthol, a vegetable-based soap, was a groundbreaking achievement. This product not only met the needs of the Indian market but also challenged the dominance of foreign brands. Godrej Cinthol became a symbol of Indian ingenuity and quality, capturing the hearts and minds of consumers across the country.  

Ardeshir Godrej's legacy extends beyond his entrepreneurial achievements. He was a strong advocate for social causes and believed in the power of education to uplift society. He established the Godrej Foundation, which has been instrumental in promoting education, healthcare, and environmental sustainability. His commitment to corporate social responsibility has been an integral part of the Godrej Group's ethos.

Ardeshir Burjorji Sorabji Godrej's vision, innovation, and unwavering commitment to "Made in India" have left an indelible mark on the Indian industrial landscape. The Godrej Group, founded by him, has evolved into a diversified conglomerate that continues to be a symbol of excellence and reliability. Ardeshir's legacy serves as an inspiration to entrepreneurs and a testament to the power of human spirit in overcoming challenges and achieving greatness.