This episode is all about how kalimark start their journey, it Started by P.V.S.K. Palaniappan in 1916, the company was named after his father, Kaliappan, who was a coffee and cardamom exporter. Palaniappan, who was 23 at the time, wanted to step away from his father’s business and try something different. “The idea struck him when he saw cool drinks manufactured by Spencer’s being sold on board trains (Spencer’s and Co., founded in 1865, was a store that retailed imported goods—it catered to British expatriates and the Indian elite). When he mooted the idea of manufacturing a local brand to his circle of friends, it was met with an enthusiastic response," says his grandson K.P.R. Sakthivel, proprietor, Kali Aerated Water Works, Chennai, and the eldest member of the family today."At that time, a dozen was equal to 14 numbers. Our marketing strategy was for shopkeepers to buy a dozen but pay only for 12 bottles. The business was not affected even during the freedom struggle. Our glass bottles were imported from Germany,"As the business flourished, Palaniappan’s sons—K.P. Rajendran, K.P. Dharmarajan and K.P. Ganesan, along with their sister G. Damayanthi Ammal and her son G. Soundarapandian—helped him oversee it until his death in 1964. Four of Rajendran’s children and Dharmarajan’s five sons then stepped into the business.As the volume of business grew, the partners wanted to dissolve the “joint family nature" of the business. Consequently, from 1 April 1977, the existing branches were made independent and could use their own financial investment, machinery and other infrastructural facilities. However, business was carried out under the banner of Kali Aerated Water Works, with the name of a particular unit mentioned in brackets to distinguish one from the other. In order to avoid confusion in the future, the family members entered into an agreement on 12 March 1993 under which the right to use the trade name and trademarks was redefined among themselves to remove doubt and ambiguity.Compared to the other brands in the market, the Kalimark brand, with a net worth of around ₹ 100 crore according to Sakthivel, does lose out on the competitive edge because its volumes are much lower than that of its rivals and because the company follows a strict “cash-on-carry" policy. “One of our biggest challenges today is that shopkeepers demand discounts, refrigerators and credit to stock our products. We do not offer any of these, either to the stockists or retailers. As a result, we are not stocked by most supermarket chains. We tell retailers that even if they can’t stock 10 of our cases, we are content if they stock one. We have 60 distributors in Chennai city who reach out to about 10,000 outlets,"
00:00 - INTRO
00:26 - HISTORY
01:33 - THE PLAN
03:12 - THE DARK PERIOD OF BOVONTO
06:15 - RISE OF KALIMARK
07:26 - CONCLUSION
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