Ardeshir loved to experiment. He noticed that in making soap one had to choose between two necessary evils, either to tolerate an excess of sodium chloride or caustic soda. He solved this problem admirably by making a small quantity of soap separately and making fatty acids therefrom by acidulation for neutralising the free alkali. A good toilet soap had to be neutral, and this process proved efficient and successful.
Ardeshir went on to experiment with the idea of making stable toilet soaps from vegetable oils instead of animal fats as was the accepted practice in most countries since the beginning of soap manufacture. The soap experts expressed doubts whether this could be done, but were proved wrong when in 1920 he produced the first toilet soap to be made purely from vegetable oils and sold commercially. Economically, it was a sound proposition because plentiful supplies of vegetable oils were then available within the country. Socially too, the experiment was blessed because it respected religious sentiments by replacing animal fats from which foreign soaps were made. To drive his point home, Ardeshir displayed horrifying pictures of animals the fat of which was being used in a cleansing agent like soap!
An old staff member recalls the angry exchange of letters between Ardeshir and a rival soap-maker in the columns of the now-defunct Bombay Chronicle. When matters came to a head, Ardeshir angrily sent in a drawing of a pig, with an arrow piercing it, to suggest that till then soaps were made out of its flesh. Fortunately, the Editor put an end to the controversy. But the point was made. The eyes of the orthodox Hindu community were opened.
It is significant that the first vegetable-oil soap marketed by Ardeshir after many years of research was named No 2. When this soap was introduced, experiments were still being conducted, and when these were completed, the resultant, No1 soap with a lingering rose perfume proved to be better in more ways than one. Many people used this soap for years after it was introduced din 1922. No 2 soap continued to be sold side by side with No 1. Later, in the early eighties the manufacture of both No 1 and No 2 was stopped.
Ardeshir was once asked why he introduced No 2 soap first and then No 1. Shrewdly, showing a rare sense of marketing , he replied: If people find No 2 so good, theyll believe No 1 is even better!
Paeans of praise were showered on Ardeshir. Typical of the sentiments expressed was that of Rabindranath Tagore: I know of no foreign soap better than Godrej, and I have made it a point to use Godrej soaps; Dr Annie Besant: Godrej soaps are the best I have ever used and I am recommending them to my friends, Dr M A Ansari: I have a great pleasure in testifying to the most excellent qualities of Godrej soaps. I have used them now for the last 10 years and have found them better than the best soaps manufactured in Europe, or for that matter, in any other country; and more recently, C Rajagopalachari, Godrej was a name that I learned when young to respect, not on account of steel safes, but on account of the soap that so completely equaled the then most famous.
The richest tribute came form Mahatma Gandhi. Approached by another soap-maker for his blessings, he replied: I hold my brother Godrej in such high regard and he is of such a charitable disposition that if your enterprise is likely to harm him any way, I regret very much I cannot give you my blessings. A facsimile of this, written in Gandhijis own hand, in Gujarati, on a postcard, is a prized possession of the Godrej family.
Equally gratifying was the response abroad. The most scientifically advanced nations in Europe, including Germany, naturally got interested in toilet soaps manufactured exclusively form vegetable oils and imported them.
The ingredients used in No 1 were essentially costly. Ardeshirs aim, followed by his successors, was to put quality soaps within the reach of everyone. Hence, a soap named Turkish Bath was introduced in 1926 and sold in a box of one dozen. It was one of the lowest costing, good quality toilet soaps in the market, ideals for families which bought their cakes by the dozen and thereby making it still cheaper. These soaps were unlike the moisture-laden washing soaps (thirty three per cent water, whereas the quantum should be only ten per cent), which were then extensively used as bath soaps under mistaken sense of economy.
Ardeshir who in himself constituted a one-man market research unit realized that even Turkish bath did not solve the problem wholly. It did not cater to the tastes of all. Accordingly, other soaps were later introduced from time to time, the most important of which was Vatni.
A popular priced soap, Vatni was scientifically better than other soaps in the same price class. Known to users as Indias own soap, this green soap with its distinguishing green and white wrapper had a delightful fragrance. Most importantly, Vatni did not turn mushy, but remained fresh and fragrant to the last wafer.
Among other toilet soaps introduced were Godrej sandal which was comparatively cheaper than other sandal soaps. Shaving soaps were introduced in 1932 but soap petals and washing soap-grains made their appearance only around 1950.
Locks, safes, security equipment a wide variety of soaps but that wasnt yet the end of the line for Ardeshir.
