Born before India's Independence: 7 desi brands that we keep on loving
India Independence Day 2025: From humble beginnings before India's independence to navigating the complexities of globalization, several iconic brands have become deeply ingrained in the nation's collective memory. Boroline, Rooh Afza, Keventers, Parle-G, Cipla, Godrej, and Vadilal have adapted to changing consumer tastes while retaining their core values.
ET Online From Boroline to Vadilal, several iconic Indian brands have stood the test of time since pre-independence era India's journey since 1947 has been nothing short of a transformation. However, throughout these rapid changes, globalisation, opening of new markets and the arrival of shiny new names, there are certain brands that have stayed with us like good-old friends.Brands that were born in the days before our tricolour first flew over an independent India, that weathered the consequences of partition, and yet adapted to changing consumer tastes, carving their way out to remain relevant across generations.
From creams that healed the cuts and scrapes of childhood to biscuits that sweetened our teatimes, from the cool comfort of a rose-scented drink to the sturdy locks that guarded the family heirlooms, these brands are woven into our collective memory. These brands are like shared stories or maybe a passed-down recipe reminding us that while the world moves forward, some bonds only deepen with time.
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Boroline
"The miracle cure for any ailment"- doesn't the line remind you of a white, thick-textured cream? Well, Boroline's story began in 1929 in West Bengal, when India's Swadeshi movement was at its peak. Its founder, Gour Mohan Dutta, crafted the cream as a distinctly Indian alternative to imported antiseptic ointments. Packaged in its iconic green tube, the elephant logo quickly became familiar on shelves and in homes. Away from being just another balm, Boroline symbolised defiance - an everyday product tied to the idea of self-reliance and national pride.Through the decades, Boroline navigated new challenges that came with globalisation. International brands targeting middle-class consumers began flooding the market. Yet…Boroline held firm!The cream remained affordable and unpretentious, emphasising value and trust rather than other brands' glitzy packaging. The distinctive elephant mark and green tube maintained shelf visibility, while regional marketing reinforced its heritage appeal in smaller towns and cities.Even in today's time, Boroline has been rediscovered as a retro cult favourite, not just a functional ointment, but a statement of authenticity and nostalgia.Social media chatter often refers to 'grandmother's cream,' and even lifestyle influencers include it in their skincare routines. It's now a beauty-heritage crossover, beloved for its storied past as much as its smooth, antiseptic utility. This dynamic blend of trust and trend keeps Boroline firmly relevant even after nearly a century of its birth.
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Rooh Afza Be it your roadside falooda, or delightful cup of pudding, Rooh Afza has always been a part of these desserts. Originated in Old Delhi in 1907, Rooh Afza was developed by Hakim Hafiz Abdul Majeed, the founder Hamdard, as a Unani herbal cooling tonic. Composed of rose, kewra, herbs and floral extracts, it offered a fragrant antidote to the sweltering Indian summer. Its formulation, both aromatic and refreshing, made it an instant hit, which was seen as a fixture of households in pre-Independence India.Partition divided not just people but also brands. Rooh Afza's makers ended up across India, Pakistan, and later Bangladesh. Despite geographical divisions, the pink-coloured syrup sustained its cultural role. It served across Ramadan iftars, summer family get-togethers, and festive tables.While each country's Hamdard branch tailored the recipe subtly to suit local palates, the core rosy, fragrant refreshment remained constant throughout the years.Today, Rooh Afza is much more than a drink - maybe a vessel of nostalgia. Its flavour immediately brings back the childhood summers and cross-border shared memories.Its enduring popularity is a testament to how a product can transcend commerce to become a cultural emblem despite modern beverage trends and newer alternatives.
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Keventers Keventers' story began in 1889 when Swedish dairy entrepreneur Edward Keventer arrived in India. By 1894, he had taken over the Aligarh Dairy Farm, producing milk, butter, and cheese. The brand was formally established in 1925, earning a reputation for quality dairy productsOriginally supplying milk and condensed milk, the brand quickly became known for quality and innovation. In 1940, Ram Krishna Dalmia acquired it from the Swedish owners. After that Keventers expanded to supply hospitals, the army, and government offices, becoming an emblem of reliable, industrial-scale dairy production.Yet as the decades rolled on, regulatory challenges and economic shifts caused the brand to fade from prominence. Its core operations were eclipsed by state expansion and competitors, and the once-vibrant brand nearly disappeared. But the emotional imprint had lingered, especially among Delhi's older residents who remembered its glass-bottled milk and creamy texture.A nostalgic revival occurred in 2014 when Agastya Dalmia (grandson of R.K. Dalmia) relaunched Keventers as a retro milkshake chain. Vintage interiors, pastel aesthetics, and Instagram-friendly presentation turned it into a youth favourite, once again!The brand's revival proved that heritage could be transformed into an experiential offering, appealing to both nostalgia and modern sensibilities simultaneously, revitalising a century-old name into a contemporary success.
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Parle-G Say 'G maane Genius' and generations of Indians will picture the little girl on the yellow packet. Parle-G's origins trace back to the late 1930s when the Parle Products company launched its Gluco biscuits. By 1939, they had become a hit across India, and in the early 1980s, the name was officially shortened to Parle-G. The 'Parle-G Girl' quickly became one of India's most recognisable brand mascots.From the start, Parle-G was made to be accessible. It was affordable, had a long shelf life, and reached deep into rural markets. Whether as a school snack, a tea-time staple, or a quick breakfast for workers, it was present in every corner of the country. Its strength lay in its ubiquity rather than exclusivity.Today, even with a crowded biscuit market, Parle-G continues to be seen and consumed. Its brand equity is deeply embedded in Indian memory from childhood to office desks. Generations grew up with its taste, and no amount of glossier competitors has unseated its position as the nation's trusted, crunchy, comforting companion.
Cipla Cipla was founded in 1935 by Khwaja Abdul Hamied as Chemical, Industrial & Pharmaceutical Laboratories. The idea was to manufacture affordable medicines for Indians, reducing dependency on expensive British imports. Its early mission was rooted in public health more than profit.During World War II, Cipla scaled production to meet urgent medical needs. In the years following, under the leadership of Yusuf Hamied (who succeeded his father in the 1970s), Cipla gained international recognition by launching generic versions of critical drugs, especially for HIV/AIDS treatment. This humanitarian pricing model earned the company global credibility and solidarity from health-rights advocates.Modern-day Cipla remains a major pharmaceutical player. Its brand identity balances heritage with innovation. It is still viewed through the lens of service and social purpose, while investing in R&D, emerging therapies, and new markets.The brand stands as a rare Indian business where ideals and enterprise have remained deeply intertwined for nearly ninety years.
Godrej
Godrej began in 1897 when Ardeshir Godrej set out to make locks and safes in India that could rival European craftsmanship. His products quickly earned a reputation for quality and durability, laying the foundation for a brand built on trust. In 1918, the company launched the world's first vegetable oil soap, breaking away from animal-fat-based soaps and appealing to a growing number of vegetarian households.The brand's reliability was dramatically proven in 1944 when an explosion at the Victoria docks destroyed much of the area, yet Godrej safes were found intact. By 1951, the company was even manufacturing ballot boxes for India's first general elections, further cementing its role in national life.Over the years, Godrej diversified into furniture, appliances, chemicals, real estate, and more, yet it has kept its core promise of trust and quality. Becoming synonymous with steel almirahs, it is a name that has grown with the country, adapting to modern needs while holding on to values that have spanned generations.
Vadilal What began in 1907 as a small soda fountain in Ahmedabad by Vadilal Gandhi would go on to become one of India's most beloved ice cream brands. In 1926, his son Ranchod Lal Gandhi opened the first Vadilal Soda Fountain store, later importing a modern ice cream machine from Germany to improve quality. By independence, the brand had already established a strong presence in Gujarat.The 1970s saw a rapid expansion under Ranchod Lal's sons, Ramchandra and Laxman Gandhi, followed by the fourth generation in the 1990s who took Vadilal national. Innovation played a big role in its success, from new flavours to creating one of the world's largest ice cream sundaes, a feat that landed them in the Limca Book of Records in 2001.Today, Vadilal remains a leader in frozen desserts, blending traditional favourites like kesar pista and kulfi with fun, modern formats. It has also expanded into frozen foods, showing that a brand can evolve while keeping the warmth and charm of its origins intact.
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