How many 90-year-old Indian businesses do you know that have never changed their logo, packaging, or barely engaged in marketing but still are worth hundreds of crores?
Today's story is about a simple brand that solves a simple problem and how it has managed to remain relevant with steady growth, maintaining ₹0 debt, and holding a solid 25% market share.
The story
Boroline was first launched in 1929 by a Bengali merchant, Gour Mohun Dutta, in pre-independent India as an endeavor to join the Swadeshi movement.
Dutta was not only a patriot but a practical man, and he realized that by producing equal quality products to their foreign counterparts, he could challenge British dominance and capitalize on the nationalistic fervor of the time, which was the need of the hour.
Even the elephant used as the logo was selected to symbolize strength and steadiness, considering it is considered an auspicious animal among Indians.
Soon after its launch, Boroline cream became a one-stop solution for all skin-related problems, from minor cuts, scabs, and chapped skin to providing extra moisturization during chilly weather.
It soon became a household name, with even imitations failing to match its reputation. Boroline cream became a one-stop solution for all skin-related problems.
Moreover, choosing Boroline over other products became a matter of pride in those days. In fact, on the day India achieved independence, Kolkata newspapers announced that Boroline would be distributed free of cost at two outlets to celebrate the occasion. Reportedly, more than 1 lakh tubes were given away.
However, this was years ago, when Indian-manufactured products were the need of the hour. So what made Boroline stay relevant even after all these years:
Strong Brand Recognition
For over nine decades, this brand has kept its classic look, making only a wartime tweak during World War II.
The vintage, unique packaging choices have made it stand out in a sea of products. Plus, it's that good old word of mouth that's really spread the word which has been working for them from the very beginning.
The True Indian Brand
This company prioritizes environmental friendliness by using recyclable packing materials and ensuring that waste is biodegradable. They treat effluents before allowing them to biodegrade in a dedicated water reservoir.
Additionally, they contribute to plantation projects to maintain green cover, and their Boroline Herbal Garden in Kolkata is a cutting-edge research facility.
Their corporate social responsibility (CSR) initiatives extend to providing financial assistance for operations and corrective surgeries to underprivileged patients, both adults and children.
Versatile Skin Care Solution
It’s no surprise that Boroline holds a significant 25% share in India's ₹450 crore antiseptic skincare market.
It's a staple in first-aid kits, known for its effectiveness across all skin types, ages, and weather conditions. From healing dry skin to soothing sunburns and diaper rashes, it's a go-to solution for various skin issues.
Plus, its consistent quality and reasonable pricing have stood the test of time.
A tradition of excellence
Despite the flood of skincare options, Boroline stands tall, thanks to its unwavering commitment to quality. With all the necessary licenses and GMP compliance, it's a symbol of trust.
Automated factories and strict SOPs ensure consistency, while smart distribution makes it accessible nationwide.
With skincare becoming so mainstream and trends evolving rapidly the future of Boroline in the Gen Z era raises intriguing questions. Will the younger demographic embrace this classic brand? And amidst these changes, can Boroline continue its steady growth?