An influence of Indian Brands on

Swadeshi Movement

Marketing Assignment

Semester I

Boroline
G.D. Pharmaceuticals
Group 11
Aishwarye Yadav (20GB030)

Parth Goyal (20GB054)

Prakriti (20GB018)

Swati Prakash (20GB061)

Sahil Narayan (20GB023)

The Atmosphere during Swadeshi Movement

• Bengal became the

Epicenter of
Industrialization
• Radicals believed that
Swadeshi was both
Political and Economic
Movement
• Moderates believed that
Swadeshi Movement
should be limited to
Economic Factors
Ahemdabad
Calcutta

Flourishing Textile Bombay

Capital Creation
Madras
through
Banking and Insurance
 G.D.
Pharmaceuticals
is the happy outcome of the heady nationalistic wave that
had engulfed all Indians during the pre-independence era.

Founder: Gourmohon Dutta

rich merchant | practical patriot | Home Grown Industry |

Manufactured one the legendary

Green Tube - Boroline.

Marketing Assignment
Group 11
 believes in ‘small is beautiful’

efficiency and product quality, with a steady pace

represented nationalistic Indians & the fast-growing Bengali middle class

ultimate goal of integrative medicine – combining modern chemistry with the

science of ancient Indian Ayurveda.
 Became a bond which united pre-
independent India

British were astonished, and tried to

Control the rural market, by influencing
local landlords or zamidars

not only as a skincare and medical

product for daily use but also as a blatant
protest against foreign goods

The Rise of Boroline

The Initial
Years
Merged the concept of beauty and hygiene.

Panacea to serve all purposes

One of the first company to advertise their
product in newspaper, magazine and radio

Brand image, rural marketing and outdoor

promotion
 The Logo
Luck/Success HAATHICHAAP
Signify Strength & Steadiness
 Use of Melas and Road
Shows for Creating a
Brand Image

Distribution of 1,00,000
units of Boroline on
Independence Day
Celebrity Marketing,
making the product
more famous
 The Competitors
B.N. Dey
Dey’s Medical launched in 1941, became relevant
since World War II .
Despite several political uprisings and invasion of
foreign brands, Dey’s medical did business for 20
years.
Dey’s Decline: In 1977, as drug price control
notice of 1970 was introduced . This had hit their
profit margins and brought the company on a
backfoot and led to its downfall.
P.C. Ray
BPCW, was established by PC Ray, and used
Ayurvedic formulations
It had shareholders across the country and it
looked as though the combination of swadeshi
fervour, scientific knowledge and commercial
acumen was paying off.
BPCW Decline: By mid-1950s, it started incurring
losses. In 1977, the government took over the
company’s management
Marketing in 60s
Focuses majorly on traditional
Indian women with bindi and
saree.

1964 Suchetra Sen as the Brand

Anbassador

Black and white posters with no

special graphics
1968
Focus stays majorly on women’s
face and then it was sold as a
moisturiser and a beauty cream.

1961
 70s
Included less traditional and
more bold persona of a lady.

1979
Focus diverts more on skincare
than beauty.

Subtle colors such as baby pink

and blue were used instead of 1975
Black and White

Focus was not only on face but

on body to depict it as a product
useful for entire body
1971
90s –much ahead of
Peers
Introduction to new Raima Sen as the face
packaging of Boroline shows its
engagement in youth
Shows various uses,
No more traditional
mentions website and attires rather a young
variant and sizes of girl in western clothes
product is shown

Bright shades of colors

are used
 Conclusion
The Hard WOW
Boroline for Working FACTOR!!
Skin, Cream that Boroline
Skin needs Protects your Works
Boroline Skin Wonders
1960s 1980s 2000s

1950s 1970s 1990s 2010s

Tender Face Boroline has Boroline Wake up to a
Cream no Substitute Skin, Healthy Happy Skin
Skin with Boroline