With an idea to let future generations meet their legacy and know how the seeds of excellence were sown the DS Group came with a novel idea to bring forth ‘The Journey’, a one of its kind corporate museum. The museum preserves the artifacts, history and stories from the glorious past of the group, echoing their journey from a small shop in Chandini Chowk to a well-established group today along with the modern technology of projection, rich computer graphics, life size talking mannequins etc.

The museum uses elements from theatre, film, sound and art to create a dynamic and stunning space for the visitors to grip them with all senses. This museum was the brain child of Mr. Rajiv Kumar, the Vice Chairman of the DS Group. It is a tribute to the founders, Dharampalji and Satyapalji and their enthralling Journey of steadfast principles and unmatched business, their extraordinary vision and ability to set the group.  The museum also familiarizes business partners, potential associates, students and others with the legacy of the Group and its brands.

The museum is divided into five sections and each section not only gives a unique visual treat but complete immersive sensory experience, with the amalgamation of best possible technologies.

You start with the forest of fragrance, a metaphorical area before the times how starts. It captures the gifts bestowed by nature. To enhance the experience, the notion is triggered by smell machines and otherworldly music on blend with the ambience.

Next, one moves to Satyapalji’s lab and office recreated with artifacts from his time like The refrigerator with its rounded corners, the air conditioner with its large rectangular facet, the beakers and the bottles, a writing desk and the leather studded chair he used. With the assembling of all the objects, it takes you the era of the 70s and 80s.

The first zone captures the scene of the Chandni Chowk back in 1929. The story comes into life in the 60s and 70s where we could see ‘Baba’, group’s flagship product. The lighting, VFX and graphics make it all look like a real life experience.

The Zone 2 is the Cyclorama arena with its 360 degrees projections, captivating visitors in a circular room with visual treats. The multidimensional experience speaks of the technology knocking at the doorsteps of history and pronouncing novelty.

The concluding section or the third zone where The Journey’ halts, is a walk through all the iconic brands that are helmed under the DS Group’s umbrella. Through abstract installations and geometric displays, each brands story is highlighted transporting visitors into a futuristic zone.

Over the years, the company has entered new businesses and established the group as a diversified conglomerate, leveraging the inherent strengths to diversify into novel ventures. And to mark their expedition ‘The Journey’ museum stands tall to let its generations, employees and visitors know how an 88 old legacy is preserved.

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