Boroline was the happy outcome of the heavy nationalistic sentiment that had engulfed India during the pre-independence era. Started in 1929, It is the original antiseptic cream of India. Its intrinsic value has made it immune to the waves of challenges. In the antiseptic skin cream market, the brand continues to hold its position at the top. The heritage brand enjoys the trust of three generations of Indian consumers.
Once, The legendary filmmaker Rituparno Ghosh came up with the tagline Bongo Jiboner Porichoy. True, as you will find Boroline in every Bengali household.
The name Boroline was derived from its ingredients. Boro from boric acid and Olin, a variant of the Latin word oleum, meaning oil. Boroline is a combination of all essential oils, and Boric acid lends its antiseptic nature.
Family values and traditions have continued to be an integral part of the brand profile. Surobhito antiseptic cream Boroline or Khusbudaar antiseptic cream Boroline, one of the most memorable jingles, that one cannot just stop humming.
How And Why Boroline Was Invented?
Gour Mohun Dutta, an affluent merchant of Calcutta, had made a neat fortune by importing goods. The partition of Bengal in 1905 by the British invoked a nationalistic wave in the region. Dutta decided to join the Swadeshi movement.
Dutta was convinced that the best way to help the country was to contribute to her economic self-sufficiency. He wanted to create an alternative to the expensive and imported creams that were popular then. To realize this goal, he decided to manufacture products in India in preference to importing them. It was a daunting task, and well-wishers dissuaded him from this venture.
With the dream of a free India in his eyes, he started manufacturing medicines. Thus in 1929, in a quaint bylane of Calcutta, the legendary Boroline was born.
To establish the brand identity, a logo depicting an elephant was developed. The elephant signifies steadiness and strength for many Indians. It has enormous significance for the merchant class as it symbolizes Lord Ganesha, which represents an auspicious beginning. To the millions in rural areas, Boroline was known as Haathi Chaap cream.
Dutta thought it would bestow luck and lend strength to what was still considered a reckless venture.
Promoted by the word of mouth, the brand’s popularity soared, and it became an icon of national economic self-sufficiency in a nation.
The other blitz was on the day when India got independence on 15th August 1947. The company put out an ad in all newspapers, asking people to exchange a cutting of the advertisement for a free sample of the cream. One lakh free samples were distributed in Calcutta that day.
Boroline – The Undisputed Leader
For more than 90 years, Boroline has remained unchanged. Its packaging is in the same black and green color scheme as it was in 1929. Only, now 100% recyclable eco-friendly material is used in packaging.
The cream is unique and does multiple jobs. Such is the legend of Boroline that consumers use it for everything from healing cuts and sunburns to drying lips, moisturizing skin to treat infections.
With its base of over 5 million, Boroline is the first choice associated with dry skin problems in the winter month and works as an antiseptic for the rest of the year.
The cult status Boroline enjoys has several reasons. The efficacy, uncompromising quality the brand has delivered for more than 90 years, and most importantly, value for money. Boroline, the undisputed leader, has preserved its legacy through stringent quality control standards and sensitive pricing policies.
In recent years Boroline has developed a slew of new products such as Eleen hair oil and Suthol (an antiseptic skin gel) — have been successful. A new variant of Boroline packaging was introduced in 2009. It comes in a new green-and-white tub in different sizes.
Boroline is manufactured by GD Pharmaceuticals. It has a strong distribution system and is available through 3,00,00 retail outlets across India.
In 2018-19, the company sold 13,18,450 kg of Boroline and clocked a turnover of 1.5 Billion.
Despite the deluge of skincare products that have flooded the Indian market, Boroline has successfully retained its position in the market.
