A light and sound exhibit that transports you to the bylanes of Chandni Chowk in Old Delhi, cyclorama projections, holograms and 3Ds that simulate a garden -- welcome to a multimedia spatial experience showcasing the DS corporate group.
In the west there are a number of corporate museums like Harley Davidson Museum in Milwaukee, the Hershey Foods Museum in Hershey, the Coca-Cola museum in Atlanta, which offers free tasting sessions at the end of its tours.
Porsche Museum built by world-famous architects Delugan Meissl stands outside Porsche Headquarters in Zuffenhausen, Germany. Such corporate museum defines the success story of these organisations.
Compared to the likes of such multi-national companies, the DS Group, a growing multi-diversified conglomerate with a turnover of over Rs 6500 crores has come up with a corporate museum.
The group is known for products like Baba Elaichi, Catch, Paas Paas, Chingles, Tulsi, Ksheer and many more.
"The objective of this museum is to keep the 85-year old legacy of the DS Group for future generations. It is the first of its kind and is certainly a unique and novel concept for corporate India," says Shashank Sarana, Senior General Manager, DS Group.
'Journey- The Corporate Museum' was conceived by the management of the group, which was established in the year 1929.
The management says that initially three to four years went into research for the museum, which included meeting old associates of the founders of the group.
"We had a mammoth task of collecting and collating data, photographs, archival material (labels, price list etc), tools, antiques, photographs etc. Travelled all over the world to explore various museums and experience new technologies available," says Sarana.
The Rs 17 crore museum is divided into five sections and each section is unique in its treatment, experiences evoked and technologies used.
Dramatic telling of the group's story is made possible by using elements from theatre, film, music and art to create a completely immersive, sensory experience.
The 'Forest of Fragrances' is a metaphorical holding area before the timed show starts.
"The soul of the group is flavours and fragrances which are the core of the products produced by us. The experience of the forest is enhanced by fragrances which are sprayed on the visitors through motion-triggered smell machines," says Sarana.
