The original Made in India success story: a soap so good, even Tagore modelled for it

In 1919, an entrepreneur responded to the call for Swadeshi by inventing the world’s first Ahimsa soap

This is the story of a feisty entrepreneur who paired business acumen with a higher purpose, and proved to the world that Made in India brands can stand the test of time.

Meet Ardeshir Godrej

For various reasons, including unimpeachable integrity, Ardeshir Godrej’s career as a lawyer never took off. And so, in 1895, he set up a company to make surgical equipment. But when his most prominent client refused to accept a “Made in India” branding on the tools, Ardeshir backed out. Two years later, Godrej went on to set up a lock-making factory which gave him his first taste of success.

World’s first vegetarian soap

At the turn of the century, Godrej got involved in the Indian freedom struggle. Among the many things that piqued his interest was soaps. Now, soap is a relatively modern invention—the first soap was manufactured in Europe some time in the 19th Century. Ardeshir noted that all soap used animal fat, a substance deeply resented by a large section of the Indian population.  (The Mutiny of 1857 was triggered by the use of fat in rifle cartridges, remember?).

Up until then, it was considered impossible to substitute lard and tallow in the soap-making process. But Ardeshir seized upon the opportunity and in 1919, launched the world’s first pure-vegetarian soap, made from vegetable oil extracts. The brand was called Chavi, a nod to Godrej’s lock-making venture, and was pitched as cruelty-free and a Swadeshi alternative to sacrilegious foreign soaps. Naturally, it worked.

The Turkish Bath Soap from the Chaavi range of soaps
The Turkish bath soap from the Chavi range of soaps. Courtesy: Godrej Archives

The Godrej marketing genius

Godrej also had another marketing trick up his sleeve. The first Chavi brand of soaps carried the tag “Godrej No. 2”. And why not “no.1”? “If people find No.2 so good, they will believe No.1 to be even better when it launches,” Godrej reportedly said. Three years later, he launched Godrej no.1, and proved himself right.

The Swadeshi soap

By this time, Mahatma Gandhi’s Swadeshi Movement was in full steam, and Godrej was an active contributor to the cause. While several leaders believed that Indians must adopt homegrown products even if they were inferior, Godrej believed this wasn’t sustainable, and that Indian entrepreneurs must up their game and offer comparable quality to consumers. On this, he publicly crossed swords with some of the leaders.

However, Gandhi deeply appreciated Adershir’s contribution to the struggle. Perhaps why he rejected a request for an endorsement from a rival soapmaker. “I hold my brother Godrej in such high regard… if your enterprise is likely to harm him in any way, I regret very much I cannot give you my blessings,” he wrote. (Another reason could have been that Gandhi himself didn’t use soap—not in the latter half of his life at least. For more than 25 years, he used a stone scrub gifted by his associate Miraben. That’s a story for another time.)

But another national icon did endorse Godrej No.1. It was the man who gave Gandhi the title of Mahatma. “I know of no foreign soaps better than Godrej’s and I will make a point of using it,” read the ad starring Rabindranath Tagore.

The Guru wasn’t the only one to swear by Godrej No.1. Dr Annie Besant and C Rajagopalachari also endorsed the Swadeshi soap.

Dr Annie Besant's endorsement
Dr Annie Besant’s endorsement. Courtesy: Godrej Archives
An ad for Godrej soaps featuring Rabindranath Tagore
An ad for Godrej soaps featuring Rabindranath Tagore. Courtesy: Godrej Archives

Now, over a hundred years after it was launched, Godrej No.1 is among the most popular soap brands in India, with over 380 million bars sold each year. It is among the longest-running Swadeshi brands. And it all began with one man who truly believed in the power of Make in India.

7 comments

  • Mehernosh Bamji

    Worked for Godrej from 1972 till 2012 but had never heard this story.
    Mr Ardeshir Godrej was less heard of as our generation mainly saw more of Pirojshaw, Naval Soli Burjorji Nadir
    and Adi Godrej.
    Godrej what a great family.
    I salute the entire Godrej family.

    • I still trust Godrej

    • Who would believe that these Parsis came from foreign country and became more “Rashtrabhakts than any other Indian community.
      They have contributed to our nation by TAN- MAN – THAN

      • Meheryar Bharucha

        Parsis have never considered themselves as refugees in India. We are Indians as much as any other person living here. That is why Parsis have succeeded in “Rashtra Bhakti”. List is Tatas, Godrej, Mehta, Dadabhai, Bhabha, M. N. Dastur and many more have subscribed to Make in India theory and have succeeded.

  • My Heart and soul goes with all parsi Indurliest like a great TATA. Godraj .sapolige Rustom and all Small and Medium scale Induestries .Shop and Backeri. Infact This Parsi people are true Rastrabhak. TATA are funding for free treatment to all Coved-19 patient in Kalyan . I always pray God for Long life for all Parsi Induerliest Parsi CEO and team

  • Dr Rashmi Sharma

    Trust Godrej

  • Kunal Dhabuwala

    Have a look at this ad about the soap
    https://youtu.be/IdM3OzAA2bY

Leave a Reply to Dr Rashmi Sharma Cancel reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.