Friday, February 25, 2011

A Glorious Legacy

"One cannot begin until one knows what to write; nor does one know what to write until one begins."
Unable to articulate the gamut of feelings that welled within, I was faced with a similar dilemma as I sat down at my computer to write. The experience was so overwhelmingly inspiring that I was unsure as to which strand to pick up, so as to begin weaving the fabric I had in mind, determined that I was to bring out the most beautiful patterns that I could.

Today, Repose Industries has become almost a synonym for quality. Its products, manufactured with the utmost care using the most sophisticated of implements easily ranks among the best, not merely in Asom or the North East but in the entire country as well. The only company in Asom to be soon accredited with an ISO certification of 22,000, the story of the rise of Late Sunanda Ram Deka (famously Sunandi Mahajan) the founder of the Repose brand and father of the SRD Group seems straight out of fiction. Entirely on his own, this man virtually raised an empire from scratch. And today, eleven years after his demise, his worthy sons Mukul Chandra Deka, Rajeev Kumar Deka(Mintu) and Anupam Deka(Junti) and grandson Samrat Deka (the only son of S.R.Deka's second son Late Kulendra Chandra Deka and Late Anjana Deka) are carrying forward the legacy; raising this business to newer and greater heights, breaking records and leaving all the others beyond competition… On a drizzling Monday evening, we caught up with Mr. Anupam Deka, the youngest son of Late S.R.Deka, and currently the director of Sunandaram Foods Pvt. Ltd. at the Repose Guest House at Panjabari as we settled down for a tete-a-tete…

Speaking about his father, Mr. Anupam Deka got nostalgic as he recounted with pride their father's journey to success… Having left home (at Barnardi in Nalbari) in 1926 at the tender age of eleven with a single rupee in hand, to faraway Mangaldoi in order to support his poor family (which comprised his blind father, mother and two younger brothers), young Sunanda's early years were spent in gritty struggle. In Mangaldoi, he first worked as a domestic help at the house of a contractor Late Jagabandhu Das. It was through him that young Sunanda or rather Sunandi as he was affectionately called, got to work at the house of Deven Bhattacharjee, the SDO of PWD Dept. at Mangaldoi; who in turn got him into a government job with a monthly salary of eleven rupees. When after a few months Bhattacharjee was transferred to Silchar, he expressed his desire to take Sunanda with him; but the young man had other plans, and greater dreams. This time Sunanda started working at a tea-shop owned by Mahendra Das (with a monthly salary of three rupees) who also had as his employee a Bengali cook, expert in making sweets. After office hours, Sunandi worked at Das' shop, learning the art of making (various) sweets besides biscuits and bread. After about four years, Sunandi left the government job and the job at the teashop as well and in 1931, he opened his own tea stall. That very tea stall is today known as REPOSE. A few years on Sunandi started a small grocery shop too, which when it began yielding profits ,he directed his attention to rice-trading business as well.. 1944-45 saw the beginning of SRD Bakers, (which fifty years later, his heirs would modernize it at an expense of about thirty lakh rupees). Aspiring higher, Sunandi soon started taking Government contracts. In this, he was especially helped by an acquaintance named Kunja Majumdar. Majundar, who was an Engineer by profession encouraged him greatly and guided Sunandi in taking his first few steps as a contractor. Years rolled by, and soon enough, the man who had set out from home at Nalbari with a single rupee in hand had established himself in Mangaldoi as an honest First class contractor of repute. However, this was not all… In due course of time especially when his sons joined him in business, he started expanding his base and in 1989, set up the first flour mill at Mangaldoi under the banner of S.R. Deka & Pvt. Ltd. with a loan of fifty lakh from A.I.D.C. thereby becoming the first Asomiya to set up a flour mill. Reminiscenting, Mr. Anupam Deka said thus--"…it was in 1985, I had just joined the family business after completing my graduation in Shillong Commerce College I voiced the thought of expanding our business by venturing into newer grounds and my father and allmy brothers supported this--laying on me the onus of bringing this about(though of course they were always there by my side): and for that we prepared a project proposal for setting up a roller flour mill at Mangaldoi. Accordingly, we applied for a loan at the A.I.D.C. We were rejected thrice. We couldn't understand initially. However, the third time that we were rejected we got the wind (through reliable sources) that we were being rejected solely because we were Asomiyas,(while the entire business was then under the monopoly of Marwari and Punjabi businessmen we were the first Asomiyas to venture out in that direction): our authorities had not the faith in our abilities. When the reason became clear I met Subhash Das, the then Commisioner of the Industry Department and a member of the A.I.D.C. board, and exhorted him to re-consider our proposal(for by now it became clearer that the concerned authorities had hardly opened our file; for the pros-and-cons of the matter had been already looked after in the file).The fourth time our loan was sanctioned…we not only proved ourselves we also returned the loan well ahead of time which was a record in itself." That was however just the beginning ... In 1995, the Mangaldoi Bakery started by their father underwent a makeover; the erstwhile manual bakery was mechanized. Later on, this bakery was shifted to the flourmill compound and in its place, the Sumitra Deka Market Complex was set up: which is a massive complex at the heart of the town, with about 63 shops in one floor and replete with underground car parking facilities (in fact probably the first market complex in Asom to be so). In 1999, a modern bakery was set up at Panjabari in Guwahati (in view of the increasing popularity of their products). In 2000, the Repose Foods Pvt. Ltd. was established with a loan of about 45 lakhs taken from the Pragjyotish Gaolia Bank. The next major achievement of the SRD Group has been setting up of the Horlicks Pouch Packaging Unit at Mangaldoi in collaboration with Glaxo SmithKline Consumer Health Care Ltd.; thereby firmly placing this small town in the industrial map of the world. In fact, the Horlicks refill pouches packaged here are supplied to the entire Eastern Indian region. This has resulted in the formation of SRD Nutrients Pvt. Ltd. in 2002. Recounting this experience, Mr.Anupam Deka has this to say--"we landed up in the Horlicks Project almost by chance. One day, my nephew Prabir Kumar Bhuyan(son of my elder sister Pranati Bhuyan and brother-in-law Late Padmalosan Bhuyan) accidentally met an official working in GSK. When he learnt from that official that GSK was looking for collaborators here in Asom to set up a packaging unit, he suggested the name of our company. There were already quite a few others in the fray, and our name was entered at the last moment. The officials from the GSK headquarters came down to inspect and we were among the few short listed. Eventually after about six months we managed to bag the project in 2001. Though they wanted the plant to be in Guwahati, we managed to convince the GSK authorities of the feasibility of opening the plant in Mangaldoi. The hard taskmasters that we were, we completed the project within eight months, although the time allotted was twelve months. The head honchos of the company were virtually astounded. Simon J. Scraff, the CEO of Glaxo SmithKline, came down from the United Kingdom to see the marvel done; in fact so pleased were they that GSK formally announced that nobody had been able to perform this sort of a feat ever before in the history of GSK". 2006 saw a new feather added to the increasing achievements of the SRD Group when the Repose Snacks & Sweets was started with the daughters-in-law of the family at the helm of affairs. The next venture the SRD Group bagged was an even bigger one: this time it was Britannia Industries with whom this group collaborated in setting up a modern plant for manufacturing and packaging cakes for Britannia Industries Limited. This time, Mr. Anupam Deka and his team managed to complete setting up the plant within six months. In a situation when 70-80% of the machines had to be imported from Italy, they not only set up the plant, they also started producing the cakes within the six months time frame Mr. Deka had set before his team. The next major project on the anvil is setting up of a Horlicks manufacturing plant--and this project is well under implementation. That apart, today REPOSE is also catering to food giants as Cafe Coffee Day and Barista besides Fun Cinemas (HUB) and Cinemax (DONA PLANET) among others.
Apart from all these achievements, there is another aspect for the SRD Group which is highly commendable. Mr. Sunandaram Deka was a great philantrophist: despite all his busy schedules, he could always make out time for contributing to the social cause. He was intimately involved in many a socio-cultural organizations of Mangaldoi, a tradition which his sons are carrying forward today. The various places that the SRD family has either set up or has made significant contributions to, include the Mangaldoi Chambers of Commerce, Town Girls H.S.School, Mangaldoi College, Mangaldoi Bar Association,Vishnu Mandir, the Ram Mandir, Mangaldoi Natya Mandir, theDurga Mandir, the Mangaldoi Youth Club(Late Kulen Deka was one of the founders of this club), the Sunandaram Deka Yatri Nivas, and a multipurpose stage, Sumitra Sisu Udyan(the first children's park in Mangaldoi) and so on. Besides S.R.Deka had contributed generously to the various developmental and religious activities in his native village Barnardi--chief of which was the dispensary he had set up entirely at his own expense in the memory of his late father Late Binanda Ram Deka)which was later on upgraded into a government Primary Health Centre.
Thus the legacy lives on…the journey begun by Sunanda Ram Deka half a century ago continues to live through the second and third generations of the family.
Late S.R.Deka and Late Sumitra Deka were the proud parents of their children--Renu Talukdar, Pramode Deka, Pratibha Bhuyan, Late Kulendra Chandra Deka, Pranati Barman, Mina Sarmah, Mukul Chandra Deka, Purabi Chowdhury, Sanjeev Deka, Rajeev Kumar Deka and Anupam Deka. The daughters-in-law are--(not necessarily in respective order)Anupama Deka, Late Anjana Deka, Upasana Deka, Amarjyoti Deka, Bhanu Deka, Anusuya Deka. The sons-in-law are--Late Ananta Talukdar, Late Padmalosan Bhuyan, Srinath Barman, Bijoy Krishna Dev Sarmah and Kumudi Roy Choudhury. The strong bond of harmony that exists within the family is nothing short of a rarity these days--what with joint-families breaking up, this family still living together under the same roof--is an ideal of sorts for everyone. In fact this lesson of harmony and cooperation within the family they learnt from their parents Late S.R.Deka and Late Sumitra Deka. "Our mother was one big support to my father at every step. In fact, our mother's marriage to our father was like a big turning point in our father's life--in fact to say that it was through mother's undying and rock-solid support and cooperation that our father rose to dizzier heights would be no exaggeration".

Mr. Deka was to return to Mangaldoi the same evening, since they are expecting guests from Holland the very next day. Therefore, without delaying him further, I hurried off to the last few queries I had in mind… (being so successful) I asked him what message he would like to give to the youths of today. "This is the right time", he began, with his (characteristic) enthusiasm," there is so much happening on all fronts--and so much is on offer to the youth today that not grabbing the opportunity at the right time would be foolhardy indeed. For time is like a precious diamond, once time goes away, we become too old to understand its worth. When we had just started off, the problem of insurgency was beginning to raise its menacing head. The skeptics (who were not few in number) called us fools (for taking such a huge loan etc.). But we proved all our skeptics wrong. We managed to be successful even at the height of the insurgency problem in Asom. So all the talk of development stalled owing to insurgency et al does not have much ground. Of course it's true that such problems put us at a considerable disadvantage, yet even then we can managed to achieve our goals. For success requires hard work, a focused approach , determination, humility(that is very important--for our ego often becomes the biggest hurdle towards our success) and also good communication with society. Since you are to live in this society and deal with it, to succeed you need to have good communication with the other members of society as well… Running a business is like a game of football--you need the support of your entire team, right from the labourer and the worker to the big official--in other words, everyone related directly or indirectly plays his part in making a venture successful. You never know when your fortunes will take a downward slide(just like football--when the opposition player pushes the out of your reach just as you were posed to shoot it past the goal post). So you should always be alert and ready to begin from the very beginning……all this is pretty simple you know--what I am telling now we have learnt it all from our father--and our convictions have been strengthened through experience. After all we all learn from experience.."
The SRD Group has given employment to hundreds of men and women --who are all dependent on us for their livelihood. But this empire began from the humble tea--stall, whose owner had to leave school at the third standard itself owing to appaling poverty.. Then how did the name REPOSE came about? "This is an interesting story too" replied Anupam Deka," Kanak Chakravarty (Chakravarty Headmaster) was one of the regular customers in my father's tea-stall. One day, while returning from school) Chakravarty master brought with him a piece cardboard with a white sheet pasted onto it atop which was written REPOSE. He placed it before father and told him"Sunandi, this is the name of your shop". The rudimentary knowledge of letters that he had, father couldn't figure out what in the world did repose mean. Kanak Chakravarty ten explained that 'repose' meant -'khyontekya jironi--rest for a while'. The name stuck, and today, see REPOSE is a brand to be reckoned….".
This is not the full story--much remained to be learnt and to know about this dynamic family from Mangaldoi. But then, the constraints of time have to be honoured. What this writer has attempted here is just a humble tribute to a glorious legacy that will definitely serve an inspiration for today's youth as we look forward to a truly golden Asom--purged of the excesses of unrest and strife. Till then, its adieus from me and Rajeev Da--and hopefully we will come up with a fuller account the next time…
stuti goswami [published in 2007 in ‘melange’ –the sentinel as a cover story]

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