How Borosil went from 12 years of losses to being one of India’s loved brands?

During our childhood days, we would find stainless steel products and plastic boxes in the kitchen kept here and there around the place. But there would be that one set of glassware that would be kept safely inside a cabinet and would be taken out only when we had guests over.

The common brand name printed on the dish set was— Borosil.
Borosil Ltd is the market leader in India for laboratory glassware and microwavable kitchenware. Borosil Glass Works Ltd. (BGWL), is said to be the pioneer of glassware in India and was established in 1962 in Gujarat.

It was started by an Indian scientist, Dr SR Lele, in collaboration with Corning Glass Works, US. In 1988, Kherukas bought the shareholding from Corning and started their story with the brand.

At first, it was mainly a scientific product manufacturing company with some consumer products. Ever since then, they have transformed the company to become a consumer products firm.

As the founders were not well versed with the industry, for almost 12 years after the company was founded, it continued to make losses. But Kheruka continued with the venture.

Kheruka’s son Pradeep Kheruka, joined the business at the age of 18. His grandson, Shreevar, however, took his time before he decided to join.

After three years of studying abroad, Shreevar joined in 2006 but it was a very tough time for the business. Shreevar Kheruka visited numerous glass factories around the world, learning many best practices that helped in the formulation of a new business model.

Kheruka believed that building a loyal customer base could alter the situation. And so he diversified the consumer base and included new products that can now be consumed by the local public.

From manufacturing glassware, they forayed into serving glassware as well. Today, they have cups and saucers, plates, bowls and even kitchen appliances like toasters and mixer-grinders.

He also consulted with several vendors for glass tubes and with the overseas supply of raw material, the work gradually started picking up speed. Kheruka listed two companies, Borosil Limited and Borosil Renewables Limited. While Borosil Limited did about Rs 600 crore revenues last year, Borosil Renewable brought in Rs 500 crore as revenue.

The company has two divisions the Scientific and Industrial Products (SIP) division and the Consumer Products Division (CPD).

BGWL has manufacturing facilities at Jaipur in Rajasthan, Bharuch in Gujarat (household products, laboratory glassware and high-quality patterned glass), and Tarapur and Nashik in Maharashtra. These facilities have been certified as being compliant with key quality standards and have received the latest testing and calibration certifications.

The brand is not just the leading specialty glassware company in India but is also the leader in microwaveable kitchenware and laboratory glassware segments. In 2017, Borosil had captured 60 percent market share in these segments.

Also, Shreevar personally keeps tabs on the feedback to supply better products to the consumers. The company has also set a target to close complaints within three days.

Today, Borosil’s products are used even by the Bhabha Atomic Research Centre and other nuclear and defense installations in India.