Project Overview
Exhibition Title: Shaping Dreams, Designing Lives: A Godrej Story
Client: Godrej Archives
Venue: CEPT University
Duration: 3 months
Footfall: 10,000+
All photos are courtesy of CEPT University, unless otherwise mentioned.
All archival material is courtesy of Godrej Archives.
“…Aao mil julkar jahan basayein,
Hum kuchh aur jagah banaayein…”
This iconic jingle composed for the Godrej Storwel (steel cupboard) echoed through Indian homes post-independence, capturing a yearning for more space, possibility, and a better life. It also reflected the deep emotional and cultural resonance that Godrej products came to hold in middle-class India.
Shaping Dreams, Designing Lives: A Godrej Story, explores the histories of three such everyday icons—the steel cupboard, the chair, and the refrigerator—tracing how they became markers of aspiration, comfort, and modernity. Each emerged in response to a distinct socio-economic moment: the Storwel in the 1920s symbolised Swadeshi enterprise; the tubular steel chair of the 1960s and ’70s spoke to the rise of the office culture and state bureaucracy; and the refrigerator mirrored the consumerist ambitions of post-liberalised India.
Drawing from a forthcoming book by Dr. Lakshmi Subramanian under the Godrej Archives’ Scholar-in-Residence programme, this exhibition presents advertisements, catalogues, correspondences, and user stories to show how these products were more than just utilitarian—they were a part of India’s evolving imagination. This is a story of innovation and identity, of how Godrej Enterprises didn’t just respond to consumer needs, but helped shape their dreams and design lives.
The exhibition is divided in four thematic sections:
Introductory Context which highlights how Godrej played a role in Pioneering India’s Industrial Progress and in shaping ideals of modern living for the middle-class, Steel Dreams: Modern Living for the Indian Middle-Class
Godrej at Work highlights how the tubular steel chair became ubiquitous in the Indian office as well as the networks that shaped the success of Godrej
Godrej at Home showcases the innovation legacy of the steel almirah and refrigerator
A timeline highlights the engineering and product innovations of Godrej since its inception till now
“It is not an exaggeration to say that there is not a single industry other than Godrej in India, where almost all items and commodities for everyday use in all homes and machines and tools in general for factories are manufactured.”
— Tribute to Ardeshir B Godrej (1868-1936), founder of the Godrej group,
in the Jam-e-Jamshed, 21 March 1992
“Steel is versatile... Certain modern concepts of furniture design are possible only in steel and Godrej steel furniture—a perfect blend of good taste, comfort and utility—is the pride of its owners.”
— Catalogue of Godrej Quality Furniture for Home and Office, 1956, ACCN: CAT14-01-825-133
Godrej at Home
Godrej’s success with locks and safes led to a landmark in Indian manufacturing—the patented steel almirah (1923), built for lifelong protection against theft, fire, floods, moths, and vermin. By the 1940s, the Storwel cupboard became a defining object of the modern Indian home, symbolising security, self-reliance, and middle-class aspiration. This section traces almirah advertisements from the 1930s–1980s, customer testimonials that validated these promises, and a Gujarati advertisement highlighting the brand’s regional reach.
The Storwel’s success stemmed from Godrej’s skilled sales team and precise engineering, with airtight panels and tamper-resistant door jambs. More than furniture, it symbolised middle-class achievement—a prized, multifunctional piece with a secret compartment for valuables. This section highlights what made the Storwel unique: patented parts, its ability to fit ‘every life’, and a curated colour palette. So essential was it to family life that losing its keys required filing a formal affidavit, reflecting both its security and significance.
Godrej at Work
Godrej’s stainless steel-framed chairs—with cane or cushioned seats—introduced a modern, machine-age aesthetic to offices and homes, replacing heavy wooden furniture. Tubular steel chairs were highly versatile, available as folding, nesting, revolving, lounge, arm, and typist chairs to suit diverse work and home needs. This section showcases various models, their joining techniques, and Godrej’s pioneering role in mass-manufactured modern furniture in India.
Godrej’s chairs were celebrated for comfort and as markers of status. The executive range reflected authority and hierarchy, structuring workplace dynamics, while ergonomic design from the late 1960s became a key marketing strategy promoting well-being. This section highlights these qualities, showcases chairs as office heirlooms, and includes an interactive activity inviting visitors to draw their dream chair.
In post-independence India, efficiency and economy shaped workspace design, with chairs marking spatial hierarchy. Models such as the CH-4, CH-8, and CH-13 became ubiquitous, while the Godrej Executive chair symbolised authority and responsibility. Beyond chairs, Godrej and Boyce created a complete office ecosystem—Storwels, filing systems, desks, and typewriters—that defined modern workplaces. This section showcases the diverse spaces where Godrej furniture was used, alongside government records documenting its widespread institutional adoption.
Integral to Godrej’s success was its vast network of dealers, agents, and stockists, enabling nationwide and international reach. Advertisements proudly claimed “Stockists and Dealers all over India and Abroad.” This distribution strength, combined with a reputation for quality, proved critical during the License Raj and steel shortages of the 1950s–70s. This section showcases the networks that shaped Godrej—its countrywide penetration by 1955, close dealer relationships, and sustained government demand even amid severe steel shortages.
