There was a time when Petromax lamps were burning in Surat City. People used to light their houses with lanterns. At that time there was no gas pipe line, after people cooked on fireplaces or stoves came the age of Primus. At that time Primus was not made in India but came from abroad. In 1921 the population of Surat was around one lakh 17 thousand. Nemchand district in Lalgate area of the city to supply lanterns and primus to this population. A firm named Shah was established.
Biding farewell to the era of lanterns, this firm started the business of home appliances. Along with that, it also started providing its repairing service. With the changing times, this firm started the business of selling mobile phones to meet the modern equipment needs of Surtis. In its 102 years of history, the firm has changed its business model according to the demands of the times but has maintained the unwavering trust of its customers. Currently the firm supplies mobile phones in bulk to retailers. Where did the founder of this firm come from in Surat? Why did this generation adopt different types of business? Find out from the third generation managers of this shop.
A 14-foot section of the shop was broken in the 1994 demolition: Jayesh Shah
Jayeshbhai Shah, the third generation manager of this shop, said that in 1994, during the time of SMC Commissioner SRRao, the shops were demolished to widen the highway. During the demolition of the shops on the left side separating from the square, 14 feet of space in front of our shop was destroyed. The shopkeepers then cooperated for the voluntary demolition of shops to widen the road. Officials of SMC also came to our shop for cooperation in this matter. A few years later also when the demolition took place, the 5 feet portion behind the shop
was broken
12 to 15 lakh rupees worth of goods damaged in 2006 rail: Paresh Shah
Pareshbhai Shah, the third generation manager of this shop, said that in 2006, there was a terrible train accident in Surat. At that time, our godown was in Shahpore and it was flooded up to 14 feet. However, our Lalgate shop was not particularly waterlogged. We had moved as many goods as we could from the shop, but the stock of home appliances like ovens, geysers, air coolers, microwave ovens were submerged in the godown and the stock of those items could not be repaired. Around 12 to 15 lakh rupees was damaged. Also, cleaning took time even after the water receded. At that time there were no water pumps. At that time our shop was closed for 15-20 days.
Discontinued home appliances business in 2015
Jayeshbhai said that when the mobile phone business was going well, we stopped selling home appliances like fans, toasters, stoves, mixture grinders, ovens, air coolers, geysers etc. Because, time had to be given for the mobile phone business due to which they could not give enough time to the home appliances business.
Sureshchandra Shah used to make Stoves and Petromax himself
Nemchand Shah’s son Sureshchandra joined the business before 1950. He studied till 7th standard. He and his father Nemchand Shah used to make stoves and Petromax themselves. His brother Dhansukhbhai was also in business with him. After the two brothers took over the management of the business, the work of Jain Hunnar Udyog was also added. In which daily use items such as djadand, kalash, patti were made in the shop itself. At that time Gopipura, Sagarampura, Rander side had population of Jain community. Both the brothers expanded the business and started selling home appliances. At that time, customers used to come for shopping from Surat’s Lalgate, Bhagal, Chowk, Sagarampura, Gopipura, Mahidharpura, Salabatpura areas and from Surat to Vapi in South Gujarat and also from Jalgaon. Suresh Chandra Shah died in 2023.
The founder of this firm came from Rajasthan
The firm was founded in 1921 by Nemchand Govindji Shah. He was originally from Rajasthan but came to Surat with his family when an epidemic broke out there. Here he erected a four-storied residential structure above the shop in the Lalgate area. He started a business selling and repairing kerosene-based lanterns, Primus, at the age of 26. This was the first shop selling lanterns and primus in Lalgate area. He died in 1979.
There is still an era of push button mobile phones
Pareshbhai said that even in this age of smart phones, mobile phones without a button camera and with a camera are sold. Some people carry such phones in the village. Apart from this, the working class also uses such phones. It is available in the price range of 900 to 2500 rupees. Right now the market for second hand smart phones is also good. Mobile phone enthusiasts tend to get rid of their old phones as they get new latest technology phones. This is especially seen in the young generation.
Entered into mobile phone business from 2006
Jayeshbhai said that from 2006 we changed the direction of business and started distribution of mobile phones. Thus the era of mobile phone started only after 1994. Those phones were also sold at a price of 8 to 25 thousand rupees then. Our generation is old so people think we have mobile phones. People’s inquiries got us interested in mobile phone business and we started its distribution work. We supply it to retailers in Surat, Bardoli, Valsad, Vapi, Navsari, Umargam.
Earlier Primus used to come to India from Sweden and Germany
Jayeshbhai Shah said that manufacturing of Primus was not done in our country earlier. At that time they used to come to India from Sweden and Germany. Earlier Primus used to be stocked in Mumbai. From there we used to get these goods through an agent there. Later its manufacturing started in India. From 1950 to 1996 we manufactured and sold stoves, Petromax, under the registered trademark of Nemji.
Before mobiles, pagers used to sell for 22 to 25 thousand rupees
Pareshbhai Shah said that before the era of mobile phones came, there was the era of pagers. However, his tenure was short-lived. Then its price ranged from 22 to 25 thousand. Pagers came to India late. It was mostly used in marketing field. Pager service and price were expensive, however, pager did not find a full market.
Hierarchy- Nemchand Govindji Shah- Sureshchandra Nemchand Shah- Dhansukhbhai Nemchand Shah- Jayeshbhai Sureshchandra Shah- Pareshbhai Sureshchandra Shah- Chetan Sureshchandra Shah