DS Group's Museum is a spectacle to behold

Mar 24, 2018

DS Group

The DS Group is proud to have invested in a unique corporate museum, ‘The Journey’ which encapsulates the 88 year Legacy, well preserved for the future generations to appreciate and learn from. It has been a labour of love that has taken the team, more than a decade to research the archives and to travel far and wide to collect the material and meet and interview many people who have been associated with the enterprise over the years. 

DS Group 

What is unique is, how a dramatic telling of the DS Group's story is made possible by using elements from theatre, film, sound and art to create a dynamic and stunning space along with modern technology of projection, rich computer graphics, life size talking mannequins etc.  to make an inspiring and gripping show for the visitors. This museum was the brainchild of Mr. Rajiv Kumar, the Vice Chairman of the DS Group.

 DS Group

It is a tribute to the Founders, Dharampalji and Satyapalji and their fascinating Journey of steadfast principles and unmatched business acumen; their extraordinary vision and enduring ability to set the group on its way so many years ago.  The main objectives behind the museum were to preserve the history of the group for future generations and to introduce new employees to the DS history and values, as a part of the orientation programme. The museum also familiarizes business partners, potential associates, students and others with the legacy and size of the Group and its brands.

DS Group

It is an experiential museum, an artistic representation of the DS Group's very essence and identity. The museum is divided in five sections and each section is unique in treatments, experiences evoked and the technologies used. The museum covers the largest art and design palette possible, making it not just a visual delight but a complete immersive sensory experience. The whole Museum is unique and one of its kind in the world. The Forest of Fragrances is a metaphorical holding area before the timed shows start. The soul of the Group is flavours and fragrances, which are the gifts bestowed by nature are the core of the DS products. The experience of the forest is enhanced by beautiful fragrances as per the essences through motion triggered smell machines and ethereal music blended in the ambiance.

DS Group

The next area is a re-creation of Satyapalji's, lab and office. His office has been recreated with all original artefacts. The refrigerator with its rounded corners, the air conditioner with its large rectangular facet, the beakers and the bottles, a writing desk, leather studded chair; all give the impression of a new business hard at work to keep masses of its customers satisfied.

DS Group

As you walk past the lab with its weighing and testing system machinery, it is a moment of contemplation. The 1970s and 80s in India are best known as the pre-reform era. Relentless hard work, innovation and an unmitigated commitment to quality has brought DS Group to the present stance. With the assembling of all the objects, matching the woodwork, flooring and ceiling, the visitors are taken back in time and space to his actual lab.

DS Group

 Zone one captures the inspiring story from where the DS Group, which  started way back in 1929 from a small shop in Chandni Chowk, taking the visitors to the 60s & 70s - the era of the Group's flagship product 'Baba'. This story comes to life, through grand Chandni Chowk sets, in setting of which the story unfolds. Dynamic sets with props recreated using archival materials, life size realistic cut outs, highly realistic mannequins, tromploeis, VFX, films and holographic projection, lighting conditions make the experience completely immersive.

DS Group

Zone 2 celebrates the dynamic spirit and growth of the group. The cyclorama arena with its 360 degrees projections takes the immersive experience to a different level as the visitors stand in the middle of a circular room embedded within a visual carousal. A kinetic floor makes this a multi-dimensional experience! It is where history meets technology and gives us a sense of the entire journey of 88 years.  The larger than life images transport the visitors to a completely new world, the world of DS Group. 

DS Group 

In Zone 3, the concluding section, where ‘The Journey’ culminates with a walkthrough all the iconic brands that are helmed under the DS Group’s umbrella. The brands are displayed in attractive glass Kiosk, bringing out product personalities through abstract installations.  A modern streetscape is created in this zone, with the geometric display of these glass cases, giving a futuristic appeal. This zone acts as a brand showcase for the DS Group and highlights the story and USP of each brand.

DS Group

For any business to grow, expansion in growing sectors is a need. The group started diversifying nearly two decades back and has a strong presence in sectors such as F&B, Hospitality, Mouth Fresheners, Tobacco, Packaging, Agro forestry and Infrastructure. Over the years, the company has entered new businesses and established the group as a diversified conglomerate, leveraging the inherent strengths to diversify into novel ventures.  

DS Group

The museum has been conceptualized and designed by Design Habit, a multi‐faceted spatial Design Company that specializes in the conception, creation and delivery of Exhibitions and Museums.



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