Know How DS Group Diversified from a Perfumery Shop in Chandni Chowk to its Evolution into a Conglomerate

DS Group businesses,


In the early 20th century, amidst an era devoid of brand dominance and marketing tactics, a small perfumery shop in Chandni Chowk, Delhi, laid the foundation for what would eventually become a prominent Indian conglomerate. The visionary behind this establishment, Shri Dharampal ji, recognized the importance of consumer preferences and embarked on a journey of innovation and quality.

Today, the DS Group conglomerate stands as a testament to his legacy, having diversified its portfolio across various industries and establishing itself as a leader in each. Let us delve into the remarkable evolution of DS Group businesses, from its humble origins to a thriving organization.

Harmonizing Modernity and Traditional Values

Shri Dharampal ji’s son, Satyapal ji, took the reins of the family business, ushering in a new era that fused modernity, technology, and tradition. Inherited virtues of high moral values, innovation, and a relentless pursuit of excellence shaped Satyapal ji’s leadership.

A pivotal moment for the DS Group arrived in 1963 with the launch of BABA. This marked a turning point, as BABA’s unparalleled success set new industry standards and propelled the company forward. Building on this triumph, DS Group Indiaintroduced premium products like Tulsi Zarda and Tansen, which established their leadership within their respective categories and forged new markets.

Exploring New Business Horizons

Driven by their commitment to innovation and unwavering pursuit of quality, DS Group expanded its operations across multiple sectors. The introduction of the renowned Catch range in the food and beverage industry further cemented their position as a brand synonymous with excellence. In the mouth fresheners and confectionery categories, brands like Pass Pass, Rajnigandha, Fru, and Maze captured the hearts of consumers and set the benchmark for others to follow.

In an impressive diversification move, DS Group ventured into the hospitality sector. It has luxurious five-star properties in major cities and boutique and heritage properties in popular tourist destinations, some of which areThe Manu Maharani in Nainital, Namah in Jim Corbett National Park, Radisson Blu Hotel, Guwahati, and Crowne Plaza in Jaipur Tonk Road.

In the luxury retail space, DS Group partnered with Läderach, to bring the Swiss luxury chocolate to India, and the organization also acquired Le Marche, the country’s largest gourmet food retailer.

This expansion demonstrated the group’s ability to adapt and succeed in diverse industries.

Furthermore, DS Group ventured into packaging, agroforestry, luxury retail, and dairy, showcasing its determination to conquer new territories and diversify business interests. Throughout this journey, their unwavering focus on quality and customer satisfaction has remained the cornerstone of their success.


Over the course of nine decades, the DS Group has evolved from a small perfumery shop to a thriving conglomerate, leaving an indelible mark on India’s business landscape. Shri Dharampal ji’s vision and Satyapal ji’s unwavering dedication to innovation have propelled the company to new heights.

With each expansion and diversification, DS Group has set new benchmarks and established itself as a leader in various sectors. The future holds great promise as the group continues to prioritize excellence and innovation. As we reflect on their remarkable journey, we can anticipate that DS Group will continue to shape India’s business landscape for years to come, driven by their relentless pursuit of quality and customer satisfaction.

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