The Hybrid History of Shalimar Paints

The history of Shalimar Paints is like a mixed tape with a foreign cassette case. Born from the roots of colonization, Shalimar was one of the brands whose existence can be counted as one of the only good things which came out of colonization. It has an enriched history full of struggles but also ground-breaking achievements, which gave the company the glorious reputation it is known for today.

The logo, Shalimar’s identity, Source: Google Images

We know our country as it exists today, as a balanced mix of colonial legacy and indigenous ambition. The British took a lot from India but, in the process, blessed the country with the advancement of various kinds, which proved to be a boon of British rule in India.

On the basis of such colonial legacies, the Indian economy stands on the threshold of being called a self-reliant developing country. Every coin has two sides, and the side of revolutionary technologies introduced in the country by the British was the perspective that proved productive for the country in the long run. It’s a truth transformed into fact. An unreliable startup which grew into a sure-footed super-structure which paints the present of this country in all scrumptious shades.

Many entrepreneurship ventures started during the British colonial period by British entrepreneurs themselves have become brands of utmost recognition and reputation, marking India’s identity, foreshadowed by its colonial past. Though they started as pure Indian brands with British ownership, as years turned into decades and decades into a century, the identity composition in these companies also turned Indian both in terms of ownership and workforce.

The impact of colonization, the thrust of Independence, and the mayhem of the Partition are stitched in the history of these companies. One such company is Shalimar Paints Ltd. A company founded by two ambitious British Entrepreneurs is today a company whose identity resonates as distinguishingly Indian.

It cannot be said that Shalimar Paints was the first ever Paint Company founded in the country, but it was indeed the first company with a full-proof plan of survival and establishing its stronghold in the Indian market. Founded in 1902 by British imperialistic entrepreneurs- AN Turner and AC Wright. The paint company was started as ‘Shalimar Paint Colors & Varnish Ltd.’, and so started a rollercoaster ride for a brand that would go on to undergo humongous changes in the coming years before it would be established as the largest Paint Company in the history of independent India.

The British founded their company in the land of India with an Urdu name, perhaps to attain neutrality in an already communally divided country. Whatever might be the reason, Shalimar was the dream of these young British men who were enthusiastic about making it big someday in a foreign land. Like careful parents, they nourished Shalimar with care and dedication, and so the company started taking the shape of a famous brand, making its own identity.

In the same year of establishing the company, the founders started a big plant in Howrah, West Bengal- the biggest plant at that time in entire Southeast Asia. For 26 years, Shalimar went on to thrive under the guidance of its founders until, in 1928 it was taken over by ‘Pinchin Johnson Associates, a UK-based business.

The company went on to grow steadily, eventually making headlines for discovering many high-standard technologies in the field of Paint manufacturing. The company experimented, researched, and developed a lot of scientifically successful paints. Zinc and resistant coatings were introduced, which are used to paint Nuclear weapons, aircraft, Railways, etc.

The company went on through the gruesome ordeal of Partition, losing many members of the board of directors, and later in 1963, again, its top management changed. In this year, the company was renamed ‘Shalimar Paints Ltd.’, when Turner Morrison took over the new management. Now came the era of the most prominent achievements in the history of Shalimar Paints.

The brand, being the oldest and trustiest, was chosen with confidence to wrap many legendary architectural identities of India. The Howrah Bridge was painted by Shalimar, and even today, the bridge is being painted by this brand only, which happens quite regularly as the bridge has to be painted every five years to ensure strength. The then President of India, V.V Giri, hired the company to paint the Rashtrapati Bhawan, another feather in the company’s hat. Shalimar went on to paint AIIMS and the Salt Lake Stadium also.

The company saw some peaceful yet lethargic years after such groundbreaking and foundational achievements and became a public company in 1972 by getting listed in the share market. The continued years of economic unrest left Shalimar, like many other Indian brands, on the threshold of liquidation, though somehow investments started rolling in, and the company came back in good business. In 2008, the company established yet another of its plant at Sikandarabad, near Delhi, since then, the ball of pride of success has been rolling steadily in their court.

Today Shalimar has its headquarters centered in Gurugram, with Sandeep Sarde being the CEO. The company is making revenue of approx. 3673 million every year. The homepage of the company’s website shows solidarity towards queer movement in India, which signifies the acceptance of modern sentiments in the company’s ideologies.

“Har Rang Khoobsurat” (Every colour is beautiful) is their brand line, which symbolizes the company’s outlook towards acceptance of diversity and respecting every theme of life, which is an exciting and kind ideology for a Paint company. Shalimar finally resonates with its Indian identity by being open and neutral to all colours, and differences, despite having a brutal and unstable past. That is a message the company gives, the message every Indian should follow.

Kolkata’s Pride, the Howrah Bridge, painted by Shalimar, Source: Google Images