In the mosaic of religions and regions in India, if there is one group that is known for being naturally flamboyant, it is the Sikhs. Their optimism is reflected in popular Punjabi greetings like ‘Chardiyan kala vich rao’, which literally means keeping a positive demeanour. While female beautification is stressed upon in most cultures in India, Sikhs stand out for their equal focus on male grooming. Films like Singh is Kinng and pop songs such as Wakhra Swag celebrate Sikh male fashion too.
One legacy brand that has capitalised well on this ethos is Simco Hair Fixer. For more than 70 years, this perfumed paste has been the go-to styling product for Sikh men to give a formal look and feel to their beards. “Wherever there is a Sikh family anywhere in the world, you will find a Simco on their dressing tables. Rich or poor — it is an everyman dressing tool,” says Kuldip Singh Bagga, managing director of Simco.
An everyman product
The Simco story started in Lahore where Sardar Pratap Singh Bagga worked at a popular perfumery called Bhaiyon ki Dukaan. After Partition, he moved to Simla, the summer capital of the British. The city, in those days, was the fashion and leisure hub for the Indian Royalty and prosperous Seth-Sahukar families too. It was just the right place to introduce a cosmetic product. The family launched Simla Chemicals in the hill station and the brand got off to a good start. Within four years of the company’s inception, Pratap Bagga started looking for a more lucrative avenue for his business.
His second innings began in Delhi in 1952. Pratap Bagga was on a mission to come up with a new and innovative product that could give his business a niche identity. He observed that he had tough competition in the market for grooming products — there were already some popular hair products such as Marcos, Hillman, and Welldone. Nonetheless, Pratap decided to move ahead with producing his own beard product called Simco, a simple abbreviation of his company’s name, Simla Chemicals. After receiving good initial feedback, Bagga started marketing this new product with gusto.
In the 1950s, Simco was a new and innovative grooming product for Sikh men. Earlier, they would either keep their beards au naturel or wear a thantha (cloth) to keep it closely tied to their faces. To make his product reach a larger market, Pratap Bagga would set up simple stalls at community festivals and fairs to demonstrate the use of Simco to people.
In an era when there was no internet or TV and radio communication was still new, marketing Simco outside gurdwaras proved to be an efficient strategy. Gurdwaras often have small food stalls and utility shops that Sikh families visit after offering prayers. The Baggas would set up stalls to display Simco too. They would demonstrate its use and ask Sikh men to try it.
As Sikh men increasingly embrace grooming products, it is essential to consider the implications of facial hair coloring and the choices available to maintain their appearance while ensuring safety and health.
Madan Singh – a resident of Delhi and a regular user of Simco recalls how the brand made an entry in his house . “I remember my father would go to a General store near Connaught Place to purchase his pagri (turban), kangi (comb), kirpan (ceremonial sword) and mala (rosary). There, among all these, Simco would also be displayed prominently on the counter. Slowly, Simco hair fixure became a part of my father’s everyday grooming routine. Later, I too started using the same brand,” says Madan Singh.
Simplified it for men
Simco simplified grooming for Sikh men. Moreover, the modest pricing made it a universal product. “My elder brother, Gajendra Singh Bagga, was the first one to launch Simco advertisements in Punjabi newspapers and magazines. We always had a very clear idea of our clientage, so we ran a very focussed campaign – targeted at Sikh men,” says Kuldip. Remaining low-key even though the brand kept getting bigger might be one of the reasons why Simco never faced much competition from other similar products made by other companies.
At first, Simco was available in only one variant — a thick paste with a strong fragrance. In the 1980s, the Baggas introduced Simco Supreme, which was a lighter product with a milder fragrance. Simco Supreme became very popular among the younger generation.
From its small production centre in Chandni Chowk, Simco shifted to a larger unit in the Naraina industrial belt and then to Baddi in Himachal and Bhiwadi in Rajasthan. “We are recession-proof because we are a part of our client’s everyday routine. A man does not stop brushing his teeth even if there is a recession. It’s the same with Simco. You have to use it every day after a bath to look neat and well-groomed,” says Kuldip.
The Baggas export their product to other countries and wholesalers too sell the product to the Indian diaspora. This has ensured that this brand has a prominent presence wherever there is a Sikh presence. With the Trade Marks Registry designating this product as a ‘well-known brand’, Simco will continue to be under spotlight.
This article is part of a series called BusinessHistories exploring iconic businesses in India that have endured tough times and changing markets. Read all articles here.