Even the baby steps taken by successful brands will invariably have a rare purposefulness, unwavering determination and even a bit of overweening confidence. The early years of two brands — one made in Madras and the other, with a presence in the city — prove this.
The curiously-named Monkey Brand Black Tooth Powder, manufactured by Bombay-based Nogi & Co., and made available in Madras through a company-owned store located on China Bazaar Road (as Netaji Subash Chandra Bose Road is called) and those run by the company’s dealers, was promoted aggressively, especially during the 1950s. The promotions were marked by an engaging cockiness.
In a communication released sixty years ago — in June, 1956 — Nogi & Co. says the tooth powder is “sold everywhere.” The statement is accompanied by the image of a bespectacled monkey, sitting on a stool, and holding a bunch of keys to show that it has the keys to good health.
Considering the toothpaste brand was established in 1911 and had been accepted widely for its Ayurvedic quality, this bold statement is not surprising. In the 1980s, the product would be mentioned in a New York Times article for how popular it was in the U.S. Well, it probably was ‘sold everywhere.’
With wood charcoal and Ayurvedic herbs as its ingredients, the tooth powder paste is still around and is said to be enjoying notable patronage outside India.
The other brand — Madras Pencil Factory — which made an indelible mark before bowing out, had many imitators but few equals. The brand name was misused by fly-by-night operators, especially in the 1950s, and the company, V. Perumal Chetty & Sons that owned it, countered this through what appeared to be a never-ending series of warnings in newspapers.
