Boroline: A Testament to Self Sufficiency

Vandya Bisaria

Boroline: A Testament to Self Sufficiency

India is a country of innovations. It is a nation rich both in ideas as well as resources. Forged in the fire of the Independence struggle, there is a lot about us which comes from the need to defy oppression and unite. Although Mahatma Gandhi and Jawaharlal Nehru are the personalities who were in the spotlight during the freedom movement, there are other stories hidden in the wrinkled pages of the past - stories of creativity and rebellion mixed together. One such story is that of the famous Indian skincare brand, Boroline.

Image Caption: Boroline; Source: BusinessWorld

In the revolutionary year of 1929, when the Indian National Congress declared Purna Swaraj as its goal at the Lahore session, many other developments in the Indian Independence movement also took place. One of them was started by a Bengali merchant, adamant about bringing together the parts of his state and country torn into pieces by the British. Even as the country reeled with efforts to boycott British rules and products, there was one sphere in which we still lacked - the economic sphere. For any movement to succeed, not just popular support but stout financial backing is also needed. Indians by themselves did not have much to offer since whatever meagre amounts they earned, the British managed to leech them off their dwindling stores. Gourmohon Dutta sought to remedy this situation.

Gourmohon Dutta, an affluent man from the shipper network in Kolkata, set up GD Pharmaceuticals in an attempt to revolt against the foreign-made goods that were being sold in India. In the name of being ‘imported’, the British made sure to keep the prices of these goods much beyond their actual worth. To them, the wealth of India was more important than the basic needs of the people. GD Pharmaceuticals began manufacturing therapeutic items for the general population, and Boroline was one of them. A swadeshi product which follows ayurvedic instructions, the fragrant cream has become an all-time favourite of the Indian population.

Boroline has a variety of ingredients in it, which help make it so useful. It has boric corrosive, which helps to kill germs, lanolin which alleviates cuts, harsh skin and contamination along with zinc oxide, which acts as a sunscreen and astringent. The cream in itself was a metaphor for self-sufficiency and the goal India pursued during the British Raj. The British have left, and the times have changed, but to some level, our goal remains the same.

GD Pharmaceuticals also expanded to provide a range of products like Suthol - an antiseptic skin liquid etc. As the country moulded itself to the demands of time, so did the company. In a way, Boroline also began to represent the fast-growing Bengali middle-class population and the beginning of a new era where not just the rich or the extraordinary had space to breathe. This was the start of an era where the middle-class population would be considered important - where they would not be sandwiched between the rich and the poor. Instead, there would be an attempt to listen to their voices and hear their opinions.

Boroline acquired a large and loyal customer base in only a few months of its release. This was not only because of its quality and popularity as a swadeshi product but also because of efficient and robust advertising. When India finally achieved Independence on 15th August 1947, Boroline distributed one lakh free boroline tubes to whoever was interested in taking them home. The first manufacturing unit in Chakbagi, West Bengal, with an area of forty-eight thousand square feet, runs to date to provide the sought-after product to the country.

In only a few years, GD Pharmaceuticals will complete 100 years since its first manufactured tube of Boroline. In such a long span, with tumultuous times and stormy waters, it's not surprising if a brand starts to show signs of damage. But Boroline has weathered all the challenges thrown its way spectacularly. The company’s motto in 1929 was to serve the nation, a goal it strives to accomplish even now. It provides financial assistance to underprivileged patients, terminally ill individuals and children in need of heart surgery as its social responsibility. It also takes care of the environment as all the packaging products are recyclable, and waste is biodegradable.

Boroline has continued its custom of consistent value and greatness, as well as the belief in the fact that quality and excellence survive the trials of time. And their faith has indeed proven true - despite the flooding of the market with skincare products, Boroline remains unmatchable. Boroline has never failed the people’s expectations, and in return, the people have never failed to shower it with adoration.

A tube of fragrant cream is not India’s most significant lesson in self-sufficiency. The biggest lesson in India’s self-sufficiency, courage and resilience is the ethics that GD Pharmaceuticals has maintained. In the past 93 years of its successful tenure, it has never owed the government even a single rupee. And perhaps this is what Boroline truly signifies - that true independence comes from removing oneself from the bondage of institutions and learning how to care for each other. This motto is symbolised by the logo of the company - an elephant, which signifies steadiness and strength. Elephants have an auspicious significance in Indian culture - they bestow good luck and success. But even in the rural regions, where Boroline is still called the ‘hathiwala cream’, people are well aware that the success of the company did not come from charms but from sheer perseverance.

The tube, soon after its release, became a vital part of medical aid packs. While adolescents used it for pimples, mothers used it on injuries of their younger ones, and the elderly tried to soothe their dry skin using this antiseptic cream. Boroline ended up uniting the country as it grew widespread throughout the length and breadth of India. People in the higher altitude regions of the north combatted frostbites from the sub-zero temperatures, and those in the south used them to defeat the unforgiving coastal sun. A small, dark green tube became a cultural archetype as it proved its multiple employments. Perhaps it helped alleviate the anxiety of the typical Indian man and woman, who constantly wondered if they would ever be able to stand up on their own feet or taste freedom within their lifetime.