What does a man’s beard have to do with the downturn? Everything, if you run Simla Chemicals (Simco), a company known globally for the hair fixers it manufactures.
Simco’s history began before Independence with Sardar Pratap Singh Bagga, a sturdy Sikh with a long, flowing beard, learning lessons on chemicals in the famous Lahore perfumery Bhaion ki Dukaan (the shop of brothers).
With time, Bagga moved to Shimla and set up his own business in 1948. Four years later, he chose to give up a comfortable life and moved to Delhi. “He felt the market here was penetrable,” son Kuldeep Singh Bagga, 62, recounts.
Although the enterprising Bagga rarely used a beard fixer in his life, he was quick to realise that other men in his community could not do without a glue to keep their untrimmed facial hair — integral to the Sikh identity — in place.
Sixty-seven years later, Simco, short for Shimla Chemicals, has not only penetrated the market but has become a virtual synonym for all beard fixers.
Today, the firm boasts of a “customer base of 1 million” spread across India and 12 countries including the US, the UK, Canada and Australia.
Net Wt. 17 fl.oz (500ml)
Product of India
Product Type: Hair Fixer (Straigtner)
Grape Seed Oil