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Our Founders

Our beginning was as humble traders in the pre-independence era, yet we became hallmarks of success in an emergent nation. We got an incredible response from our discerning customers in our initial years, yet dared to diversify into new ventures taking the path less taken. We hold our legacy in our hearts and value our incredible inheritance, yet our heartbeats resonate the sentiment of today’s gen-next. We respect the bridge between the past & novel and therefore, seamlessly connect yesterday, today and tomorrow.

We are The DS Group.

Born on 01-01-1901, Call it coincidence or call it destiny. The story of DS Group began with the turn of the millennium in 1901, when the world celebrated the advent of a new era; the founding father of the company Lala Dharmpalji was born. His life changing journey started from the agrarian routes of Karnal, to the urban roads of old Delhi – Chandni Chowk. Dharampalji began to learn the unique characteristic of each itr – its genesis, its characteristics and its use. As the time passed, given his personality, behaviour and ability to learn, Dharampalji became increasingly versatile in managing the business. Beginning with a modest perfume shop in Chandni Chowk, in the heart of Delhi, Shri Dharampal Ji, added his personal touch in spreading fragrance to the nation. A self-starter and a visionary, he was farsighted to conceive the impossible.
Born on 14th August 1929, Celebrated as the Founders’ day was when the first milestone for the group was achieved and a small perfumery shop was set up in the heart of Chandini Chowk. He inherited high virtues and aspiration for being the best in one's own business. His in-depth knowledge of perfumes honored him the title of ‘Sugandhi’ (perfumer). He is credited with blending tobacco with various exquisite fragrances. He is also known for bringing the element of quality and research hitherto unknown in this category. He is remembered for his astute acumen for business. Sensing what the market needs were and planning a strategy according to the business environment, turning problems into opportunities – these were all traits that ran strongly in him. Today, all our endeavours are guided by his mission of offering the unmatched.