Brand Reminisces

The recent demise of Rasna creator Areez Pirojshaw Khambatta somehow opened the door to the memories of the value of “brands” during our childhood years (read “the 80s and the early 90s”). 

Back then, there were fewer choices, more honesty and some more faith in commercial entities than the hovering clouds of distrust we see now. I sat with a piece well-buttered toast and a steaming cup of black coffee today morning. And suddenly, I realized that the butter tasted different! Ah, I remembered, it’s not the usual brand which I have been buying – my local go-to-grocer Talukdar replaced it with some new brand. When I was smitten with the good looks of Andre Agassi and the cool demeanour of Stephen Edberg, there was no cooking butter, unsalted butter, fermented butter, white butter, non-dairy butter, low fat non-dairy butter-like spreads and blah blah. There was but one and only one choice – salted, pale yellow Amul butter - take it or leave it! Jam was Kissan, noodles was Maggi. Homemade soft drinks included Rasna, Trinka, Tang and Glucon-D. At our home, Rasna was the official welcome drink for the kids.

Tomato Ketchup was Kissan too – it didn’t have any pumpkin paste. Kachuachaap Machhar Agarbatti was the only mosquito repellent for years and most locks were Harrisons (हरिसोंन ताला) and all steel almirahs were Godrej. School shoes were invariably from Bata, and sports shoes were Action. Bata shoes (black) had to be used for one complete academic year; small wears and tears were mended deftly by the local cobbler (मोची). Saree was Vimal, Only Vimal…Suit could be nothing other than Raymonds. And bedsheets meant Bombay Dyeing. 

Luxury on road was undoubtedly Ambassador. Manufactured by Hindustan Motors since 1958, the Ambassador was the first and only Indian car to be in production for more than 50 years. This unique car was a symbol of Indian pride as it was preferred by the aristocrats, the Indian army and the top government officials. As the years passed, the spacious Ambassador started becoming a part of many middle class families. Over time, people started opting for the smaller, sleek looking cars that could fit in with their busy city life. Slowly the sales declined and in 2014 the production of the Ambassador ceased forever. Premier Padmini, the name that unfolds a flurry of nostalgic memories from the good old days, is alive and kicking in Mumbai. For me, the word “Fiat” brings back memories of the boy I fell in love with in school, because his father owned a Fiat. I still remember it's registration number. As compared to the Ambassador, the car looked more modern in appearance, was more fuel-efficient and was easy to drive. However, Premier Padmini was only available in petrol version and so was limited to the upper middle class. With the arrival of cheaper and more fuel-efficient cars from Maruti Suzuki in late 1980s, it was twilight time for the Fiat. 

Apart from brands of pens like Pilot, most of us ended up using Wing Sung – gold capped, Chinese ink pens with little squeezees inside for the ink, and Hero, the greyish white-bodied pens which were (and still are) my personal favourite. Chelpark was the de facto choice for ink, and some boring ones used Sulekha ink too (I was a fan of the former). Just Camlin or Natraj pencils ruled the world of writing paraphernalia, and I loved the fancy white Natraj erasers that superseded the rough, gray ones that blackened my notebook pages. 

Romance found expression in the dog-eared pages of Mills and Boons. Sex education was sought after in the pages of old issues of Debonair. Soaps included Lifebuoy, Liril and Cinthol among others; the budding damsels opted for the brand Lux. I loved the aroma of Liril - from Karen Lunel in the 70s to Preity Zinta in the 90s - the damsel in the waterfall. Do I really need to elaborate anymore?

Masochism was eponymous with a dash of Old Spice. And condom would mean Nirodh – the ultra-thin and the flavoured types were yet to flood the market, and the senses… Lalitaji’s pearls of wisdom on which washing powder made your whites look whiter was hard to miss on the sparsely-allowed-to-watch television. So, our mothers stuck to Surf. Nirma came later into our lives. Ranipal was one of the cloth whitening agents (like Ujala) that I have seen my mother using during my childhood.  Wristwatch meant HMT - now, this is profound because my late father wore one. I have kept his watch till date. By the middle of the 1990s with its market share eroding, the watch business had turned loss maker for HMT. Time ran out on HMT watches in 2016 when the government shut down the last plant. 

As I age, I get a feeling that I am becoming more and more nostalgic about the simple life, limited number of options and opportunities that were present, good food, clean environment, closer interactions with people, no social media friendships and liaisons,  and less of noise and emissions that electronic-mechanical machines cause.  Or maybe I just wish to travel back in time and relive, realign and rearrange a few incidents and moments of the days of my life gone by….