Boroline

Introduction

On August 15th, 1947, Kolkata (then Calcutta) newspapers carried an advertisement informing audiences that one particular antiseptic cream would be distributed free to everyone from two specified city outlets. Over the years, this cream, which began its journey way back in 1920’s, has touched the lives of thousands of people in many ways. From travelling to Antarctica with a lady scientist in 1983 to the high altitude of the Himalayan peaks with a soldier to help him survive the hostile climates, it was literally everywhere. A lady from Australia used it as a last resort and cured severely sunburnt skin. In 2002, a user while shifting homes found a tube of it manufactured in 1976. He found that it had retained the same texture, efficacy and perfume as the new one. This cream, with a legacy associated with it, still carrying the tradition of Bengal & its culture, is none other than – “Boroline”.

Background

Since late 19th century, Bengal had witnessed many upheavals – mostly political which had a prominent effect on the socio-economic and cultural environment and mindset of common people. Bengal was divided into two by Lord Curzon in 1905 followed by shifting of capital from Kolkata to Delhi by the British rulers in 1911. Independence in 1947 came along with the partition of Bengal and large scale refugee movement across the borders. The strong ‘left to the centre’ political ideology in the post independence Bengal and ‘freight equalization policy’ introduced in the fifties by the ruling government of Delhi, had pushed the Bengali entrepreneurs to the wall.

Against all these odds, few brands, launched in the pre-independence era by local entrepreneurs, primarily operating in the small and medium sector to complete with foreign goods, are still alive in the market. And Boroline is just one of them.

Boroline is the happy outcome of the heady nationalistic wave that had engulfed all Indians during the pre-Independence era. Its founder, Gourmohan Dutta, belonged to the rich merchant class of Kolkata. He was already an established trader of imported goods, when he decided to join the Swadeshi movement. A practical patriot, he was convinced that the best way to help India was to contribute to her economic self-sufficiency. To actively do this, he decided to manufacture products of a quality equivalent to their foreign counterparts. It was a daunting task. Many dissuaded him against this venture. But Gourmohan Dutta followed his heart. He stopped importing goods altogether. With a glorious dream of free and self-sufficient India in his heart, he started manufacturing medicines. One of them would be the legendary green tube Boroline (Exhibit I). It had a humble beginning in his house in 1929. The celebrated journey had begun.

To establish the brand identity, the logo was developed carefully. For all Indians, and especially the merchant class, the Elephant God or Ganesha has an enormous significance. The elephant signifies steadiness. It is also synonymous with success or ‘siddhi’. Keeping these in mind, Dutta chose the elephant as Boroline’s logo hoping that it would bestow luck and spell success for what was still considered a reckless venture. The logo caught on immediately. In the rural heartland and for the millions who cannot read, Boroline is still known as the ‘Hathiwala cream’ (cream with the elephant logo).

Boroline – The Product

Boroline is a product which started a category by itself – ‘Boro’ antiseptic creams; thereby becoming almost a generic product. Though categorised as ‘Antiseptic Creams’ – the Boro Antiseptic creams are used not so much for their antiseptic or medicinal properties, but more as skin creams for winter dryness. The low price of these Boro creams makes them ideal value-for-money family products that find usage during winter. Majority of the category sales come from medium-sized packs (Boroline 21g). Till recently, Boro creams, though used as skin creams, were seen as purely functional – with low cosmetic & aspirational appeal, even amongst their users.

The name Boroline is derived from its ingredients; ‘Boro’ from boric powder, which has antiseptic properties and 'oline' as a variant of the Latin word 'oleum' meaning oil. Boroline is a combination of essential oils, waxes and its remarkable antiseptic properties are a result of boric powder and zinc oxide. This potent combination of ingredients protects the affected skin against germs and facilitates rapid growth of epidermal cells. It is for this reason that Boroline works wonders to cure cuts and bruises, shows fastest healing of stitches after operation and protects heels against cracks. It is the only cream that stays on in extremely dry and chilly conditions to protect the skin. It is the greatest lubricator for rough or abraded skin. It also provides the best healing for sun burnt skin. To its users, Boroline is a trusted friend - a friend in need. The only significant area of dissatisfaction among their users of Boroline is its excessive stickiness, due to which mostly women are reluctant to use it on their faces. However, non-users (users of cold creams & other higher order creams) normally have a very low opinion & image of Boro Antiseptic Creams in general and thus could not imagine using it on the skin, especially on the face.

Evolution of Boroline

Boroline started its journey at a time when there was almost no standard branded product in the ‘Boro’ antiseptic cream category. However, it was more of a multi-purpose cream rather than only antiseptic cream. Boroline has zealously guarded its position as one of the most trusted over-the-counter (OTC) medicines for more than three generations of Indians.

But it was not too prominent a brand till 1950’s. The changing straplines reflect the course of evolution of Boroline through the decades. In the 1950’s, Boroline was a ‘Tender face cream’. In the late 1950’s, Boroline went ahead to explore all possible avenues of building its brand. It took to the streets during festivals, cheered the players in the grounds during cricket and football matches, and launched a blitz of newspaper, magazine, radio and outdoor promotions. Boroline was everywhere, with everyone. It simply became a part of people’s lives. In the 1960’s, its strapline changed to ‘Boroline for the skin’ – The skin needs Boroline. In the 1970’s, Boroline became more aggressive through ‘Boroline has no substitute’. In 1976, Boroline turned ‘50 - Not Out!’ In the early 1980’s, Boroline was ‘The hard working cream that protects your skin’. In the late 1980’s, it became trendy with ‘In a world full of surprises, thank goodness you can count on Boroline’. In the early 1990’s, to highlight its ‘first in the category’ status, Boroline was portrayed as ‘The Original’. In the later half of the 1990’s, it stood for ‘Boroline skin, healthy skin’. In early 2000, the brand values were summed up with ‘Boroline - works wonders’.

With passage of time, Boroline has become a responsible brand with focus towards the society at large. In keeping with the environmental concerns of the day it has introduced recyclable packaging and is involved in various environmental protection measures. In its factory near Kolkata, special plantation projects contribute to ensure environmental protection as a part of the ‘Save Trees’ campaign. In addition to these, Boroline also maintains a large water reservoir of 6000 sq. mts to provide a balanced ecosystem, biodegrading all pre-treated effluents. From across India, numerous economically under-privileged, terminally ill patients and children requiring heart surgery have applied to Boroline and received financial assistance for treatment.

Present Scenario

The age-old Boroline, which was once a hot item among buyers, especially in the East, has been lying low for sometime now, lacking in re-launch gimmicks and marketing push. Right through its 75 year old history, Boroline has kept pace with the times and retained its intrinsic worth. Yet this brand seems to have lost steam in the recent years, sidetracked as it is by a bunch of upstarts. Around late 2000 to early 2001, Dabur tried to acquire Boroline brand as it was expected to fit in well with the company’s personal care portfolio, though somehow it didn’t work out.

The over-the-counter antiseptic cream market in India has an annual sales volume of 2.8 million litres, valued at more than Rs. 200 crores. After ruling the antiseptic-cream market for nearly 50 years as almost a generic product, Boroline was edged out by Boroplus sometime in the early nineties. It is evident from the declining market share of Boroline which once had a near monopoly in this category. Today in the antiseptic cream market, Boroplus is the national market leader with a 56% stranglehold. In fact, in the fiscal 2001-2002, it increased its share from 50% to 56% while the entire category slowed by 3%. Boroline, on the other hand, which used to have a 100% share in this category, has slipped to 22%. The rest of the pie is shared by BoroSoft and Boro Natural (both from Paras) and a clutch of small unorganised brands.

But even today, Boroline holds the lion’s share in the market of West Bengal – its stronghold; though there the market share has dropped from 100% to around 55-60% against 25% of Boroplus. In West Bengal, it still offers strong challenges to its competitors due to the presence of strong brand loyalty.

The launch of other products in this category has also chipped away Boroline’s share slowly but steadily. Within three years of launch in 1996, BoroSoft has been able to muster a market share of 17% where once the combined market share of Boroplus and Boroline was more than 90%. Today BoroSoft is the 3rd largest brand in the ‘Boro’ antiseptic cream category with around 19% share of the market. In the recent years, Dabur has also introduced antiseptic cream, Boro Glow, marking its entry into the skin care segment.

But even today, hundreds of thousands of satisfied consumers across the length and breadth of India, use Boroline as a value-for-money option to guard and cure against dry skin problems during the winter months. India’s gigantic physical dimensions make creating a pan-India distribution network a difficult task. Yet Boroline’s strong distribution system ensures that loyal consumers get the tube of their favourite antiseptic skin cream no matter where they are. Some impressive market data substantiates this assertion: the brand enjoys a 34.2% dealer penetration, directly servicing 300,000 retail outlets across India. The company spends 5% of its annual earnings on research and development. As a result, newer production technologies have been developed resulting in enhanced operational efficiencies. A positive ripple effect follows, keeping the prices of Boroline down. Efficient distribution coupled with high productivity has led to a happy state of affairs: Boroline-loyalists have no complaints about either accessibility or affordability of their favourite product – a boon in the extremely price sensitive Indian mass market.

The Boroplus Story

Boroplus’s performance in last 20 odd years linked to Emami’s corporate brand-equity is a major reason for Boroline’s downfall from its position.

The business acumen of founders of Emami helped them to identify the possible gaps in the antiseptic cream market. The idea of adding value to existing low-end products like antiseptic creams and absence of any players but Boroline in that category were proved to be a correct decision regarding the launch of Boroplus. Also at that time the concept of specialised creams were yet to catch on, especially in the lower end of the category which offered a multi-purpose product which could be used for cuts, burns, chapped skin and so on. For the low-end market, therefore, the category had a tremendous potential if positioned and marketed correctly.

But Boroline had a terrific brand equity which had been built over the years that needed to get eroded for Boroplus to be in business and be successful. For that it had to differentiate itself which it did in the form of formulation and packaging.

A random survey conducted Emami among retail outlets and users revealed that there was one factor that went against Boroline – its ‘oiliness’. Regarding the formulation, Boroplus was termed as an ‘Ayurvedic’ concept and the company roped in leading practitioners of Ayurveda to be associated with the brand. Boroline, on the other hand, had always positioned itself as a ‘perfumed, antiseptic cream’ and was always tight-lipped about the formulation.

Emami also reckoned that Boroline’s fuddy-duddy dull green packaging, which hadn’t change since the time it was launched, wasn’t really attractive and pick-me-up for consumers. So if they could come out with better packaging, it would be a definite plus. Therefore, the packaging was done in white and purple to be eye-catching; however, white also provided the consumer with some visual relief. The name “Boroplus was given as it conveys a sense of added value.

Emami did not stop at this only. They continued to plan new ways to increase their market dominance in coming years as well. Keeping in mind the market trend, they went for ‘celebrity endorsement’ of the brand and also roped in noted ad film makers. As Mr. Harsha Vardhan Agarwal (Director, Emami group) says, “We’ve realised that Boroplus now has to connect on an emotional and aspirational level if it has to sideline Boroline totally. We have to give the category a more youthful and happening brand proposition.”

Added to it Boroplus recently beefed up its retail network also to 16 lakh and is doing a lot of sales promotions. For instance, during the pujas in Kolkata, the company regularly organises first-aid booths in all the major pandals and shopping plazas to increase visibility. They have also concentrated on rural marketing. To do sales pitches, decorated vans travel regularly from village to village in states which hold the larger market potential in the rural sector. As an outcome of extensive market research, Emami launched a low unit product in October 2002 at an affordable price to trigger ‘impulse purchase’.

Survival Strategies

In the early 1990’s; production was stalled for two years due to stagnant pricing following a statutory order from the authorities. This meant that at that time, every tube of Boroline sold was pushing the company towards greater loss. Production had to be brought down to a minimum. Boroline disappeared unceremoniously from retail shelves. It seemed that it would become an extinct brand soon. This insecurity persisted for two years.

But it survived; mainly due to its continuous insistence on growth in strength rather than merely volumes has stood the brand in good stead. Boroline proved its brand goodwill, when on returning to the counters after a two-year absence, it was welcomed with open arms by consumers with the same emotion accorded to a long lost friend. Sales doubled and it became, from a ‘going to be extinct’ brand to ‘The Great Survivor’.

From the second half of the 1990’s, Boroline extended its brand to hair care products with Boroline's Eleen. The first product of Boroline's Eleen, a premium herbal light hair oil, within five years of launch, became one of the leading brands in its segment in India. The medicinal value of Boroline has been extended to a modern pain relieving formula branded as Boroline's Penorub. Recent additions have been a detangling shampoo with herbal benefits and a coconut oil based herbal hair tonic.

Today, Boroline's vision is focused. The company wants to achieve the ultimate goal of combining modern chemistry with the science of ancient Indian Ayurveda. This amalgam of the old and the new would lead to user-friendly, value-added products that satisfy genuine physical needs of the consumer. One major development in this regard has been the setting up of Boroline's Herbal Garden complete with state-of-the-art research facilities.

Brand ‘Boroline’ – An Insight

Boroline is the original antiseptic cream of India. Its intrinsic value has made it immune from waves of challengers who have followed in its footsteps, and the brand continues to enjoy its position of eminence. ‘Boroline works wonders’ - the current sign-off reflects the trust of generations of consumers. To three generations of Indian consumers, Boroline has evolved as a caring and trusted member of the family to whom one turns to when in need. Family values and tradition have continued to be an integral part of Boroline’s brand profile.

Boroline's brand image is the brainchild of the founder's son, Murari Mohan Dutta. A marketing genius, he pioneered marketing concepts like brand image, rural marketing and event sponsorships were virtually unknown in the Indian market. These were practically decades ahead of their times. In terms of image building Boroline has kept pace with the times. The advertisements like ‘Boroline, Daughter and Mom’ (Exhibit II), ‘Boroline-baby’ (When papa nicks his chin while shaving, the toddler crawls up with a tube of Boroline in its cute hands) (Exhibit III), the ‘Bravo-Boro’ comic strip (Exhibit IV), ‘Boroline-Woman’s Face’ (Exhibit V) and changing forms of promotions are a clear proof of these. Especially in the case of ‘Bravo-Boro’ comic strip, the action in the story is set during that historical incident every school kid in India learns about – Alexander's defeat of Porus in the Battle of Jhelum. It conveys to the audience that their heart was in the right place. The basic philosophy for the promotion of Boroline has been to emphasize its intrinsic worth. To preserve its brand worth, Boroline has doggedly refused to sell the product by luring consumers with free gifts. Since 1982, every four years, Boroline has sponsored the Jawaharlal Nehru Invitation International Football Gold Cup.

The brand enjoys high brand recall across generations, making it a truly heritage brand. Over the years Boroline has become a sort of ‘brand icon’ especially in West Bengal. It is firmly entrenched as the undisputed brand leader in its category. The cult status of Boroline is due to a single reason - quality. Long-term users continue to find their old friend Boroline unchanged in terms of efficacy and quality.

New users, especially youngsters, discover the truth in their elders’ belief in Boroline’s quality and become new users. Boroline’s brand management thus transcends the realms of marketing and enters the territory of Total Quality Management (TQM) requiring significant inputs towards continuous upgradation of production technologies and strict adherence to quality standards in all spheres. As part of its stringent quality control measures, the company has refrained from off-loading production to contract manufacturers.

Over these 70 odd years much has been done to transform Boroline into a power brand. Many resources have been spent on building equity, positioning, value and attributes. It surely bore the result as few years back Boroline became one of the ‘Superbrands’ of India. But the time came when the spending gradually disappeared and all that were left was a pale shadow of a brand it was. The legacy then was made up of phenomenal mindshare, recall and emotional connect. It was nothing but the ‘Residual Brand Equity’ which is the aspiration of many a contemporary brand fighting for market share.

At one time, the very hummable ‘Khusbudar antiseptic cream, Boroline’ was played frequently on radio and became as indispensable as soap in the shower. But today Boroline is a brand had the potential but ran out of creative fuel before it reached the finishing line. In recent years, to fight the increasing competition, the company is trying out direct marketing and sales promotions. It does not want be position itself as an aspirational product because, as mentioned by a G D Pharma spokesperson, “Boroline has a functional formulation and not a cosmetic one”.

Conclusion

In 1929 Gourmohan Dutta had a dream. It is for sure that in its journey of 75 years, Boroline has been able to fulfill that dream and surpass the expectations of millions of people. But, the brand which in over the years became a part of almost every household of India has also faced near extinction in its lifetime. It has been pushed down from its leadership position by the new entrants. But why? It may be because of the deviation of younger generations towards new, attractive specialized products or due to some strategic mistakes made by the company. Something evidently went wrong with the brand which still enjoys probably the highest brand awareness among the masses. May be the product, the positioning, the brand-associations, or the promotions are not just right for today’s market. May be it could reposition itself as a general purpose cream with cosmetic and medicinal value; something that can be used throughout the year, not just in winter. The answers are not known but it is said that even today, every second someone, somewhere in the world purchases a tube of Boroline.

The dream seen by Gourmohan Dutta still lingers in the hearts of millions of Boroline fans across the world. They still love to believe that Boroline would reach the top again shedding its ‘Great Survivor’ image and again become a part of their daily life. [Sumitro Mukherjee, ICFAI Business School, Kolkata - March 2006]