FOCUS
THE JOURNEY
A ONE OF A KIND EXPERIENTIAL
CORPORATE MUSEUM OF DS GROUP
Ravinder Kumar
Chairman, DS Group
A
multi-business corporation, the DS Group is one of the leading FMCG
conglomerate with a strong Indian and international presence. Found-
ed in the year 1929, it is an inspiring and successful business story
that blends a remarkable history and legacy with visionary growth.
An experiential museum, The Journey is an artistic representa-
tion of the DS Group’s very essence and identity. Success is a journey, not a
destination....and a glimpse of this journey has been depicted in the state of
the art museum titled ‘THE JOURNEY’.
‘THE JOURNEY’ is more than a museum. It is a multidimensional, multime-
dia spatial experience spread over almost 10,000 square feet showcasing the
DS Group and its origin, present and future. The Journey covers the largest art
and design palette possible, making it not just a visual delight but a complete
immersive sensorial experience.
The core values of the Group’s business and corporate ethos commences
as one first enters the Enchanted Forest. This is where the journey of the Group
began - sugandh - in the world of aromas and fragrances. As one walks the
winding path in the forest, one hears birds softly chirping, the breeze rustling
the leaves, a light mist sprays the air above as one gets to know the trees and
flowers that bestow those heavenly smells.
The path from the forest then leads into the laboratory and office of the
visionary alchemist and entrepreneur, Shri Satyapal. In sight is his life-like
self (Statue) at his original workplaces and the visitors are welcomed into the
museum by his able inheritors, his sons Mr. Ravinder Kumar, Chairman and Mr.
Rajiv Kumar, Vice Chairman.
Chandni Chowk of Delhi is where the roots of the Group lie and one finds
oneself in a re-creation of that time and space as one enters the next zone of
the museum. Here the sights and sounds of that colourful enclave in the Capi-
CORPORATE MUSEUM
Rajiv Kumar
Vice Chairman, DS Group
tal draw the visitors into a world that is most precious. It is the narrative of the
origins, the drama of the setbacks and tribulations which gave the founding
fathers - Lala Dharampal and Shri Satyapal: after whom the Group is named,
the strength, courage and fortitude and forge ahead. Elements of theatre, the
movies, hand-painted art married to contemporary technology showcases the
history of the Group in a compelling story.
From this show, one moves through a picture corridor with snippets from
the past into a 360O projected film or a cyclorama showcasing the continuing
narrative of the journey. Presented here are the ideals and aspirations; the
move to be leaders in quality, innovation and enterprise.
In high-definition video and surround sound that moves and pulsates all
around, transported on the wings of a song as the visitors move along on the
journey.
The Journey moves next to the present time. Representational art installa-
tions narrate the new stories; give the glimpse of the latest, in an ambience of
muted power. In this zone of the museum, the Group’s products and brands are
appealingly displayed in large glass cubes where graphic art, technology and
engineering combine in a form and function to give the visitors an entry into
the doorway of the future, poised to leap towards further progress.
“The Journey is our tribute to our founders and their fascinating
journey of steadfast principles and unmatched business acumen. The
journey that stared at the turn of millennium and spanned the length
of entire 20th century. It has been a labour of love that has taken more
than a decade to research the archives and to travel far and wide to
collect the material and of course a delightful decade of meeting many
people who were touched by the lives of Shri Dharampal Ji and Shri
Satyapal Ji”, said Mr. Ravinder Kumar and Mr Rajiv Kumar.
This is the world of DS Group, an organisation which strongly believes in
value systems and respect for history. To pay homage and gratitude to their
founders, this state of the art museum with global standards is one of its kind
in Indian Corporate scenario and a must visit.