You might have seen plenty of photographs and videos which show the President gifting mementos, certificates, and medals to his guests, world leaders, and other VIPs. Many people would wish to be honoured by Rashtrapathy. Isn’t it? But, have you ever thought about where these gifts are coming from? Not many have thought about that.
I have got the answer for you!
Devinity Of The “Divinity”
Diviniti, established in Delhi in 1956, is the preferred provider of gifts to the Office of the President of India. It also creates badges and mementos for the Indian military and other government agencies.
The idea came from NK Taneja, the main antagonist for founding and leading the Diviniti company for over a half-century. Some time ago, he began searching for future leaders of the company.
According to the Diviniti website, “Blessed by almost all the Presidents of our great country right from Hon. Dr. Rajendra Prasad till Hon. Shri Ram Nath Kovind, the products have always been coveted articles of gifts and worship,” Diviniti says on its website.
“Mr Taneja and we (my husband Dr Tapas K Mallick and I) crossed paths in one of the exhibitions in 2015 where we were displaying products of my first company – Pujashoppe.com. Mr Taneja and us shared the same mission and from there the conversation started. We kept meeting on a few occasions and in 2017, he offered us to take forward the legacy,” Amushree says.
For over three decades, “Diviniti” has been the most reputed name in corporate, religious, and individual gifting in India and around the world.
Products bearing the Diviniti label have earned worldwide renown for their superior craftsmanship and exquisite design. For over two decades, Diviniti has set the standard for excellence in the production of 24 karat gold-plated products in India by employing cutting-edge, patented technologies.
The Indian Army’s “Certificate of Honor” and “Badge of Sacrifice” were both manufactured by the same spiritual gifting company.
Other Products Of Divinity
Aside from the gift industry, they are the sole provider of vehicle frames to all domestic automakers including Maruti Suzuki, Mahindra & Mahindra, Ford, Hyundai, and provide religious goods to several shrines, including the Vaishno Devi temple in Jammu and the Shirdi Sai Dham in Nashik.
“Creating a high-end spiritual brand with a foundation in Indian culture was an idea that germinated more than 6 decades ago,” says Dr.Amushree Jha, Director of Divinity.
Challenge and Transition
The company has made the transition to digital methods. Despite the fact that many businesses had to close their doors because of the pandemic, Amushree and Tapas were able to carve out a niche for themselves online.
“Today, we are seeing a 30% year-over-year increase in overall business and an average of 50,000 unique visitors per month on our website. To maintain our offline presence, we have opened a shop on MG Road in Delhi,” Amushree explains.
Before the pandemic, Diviniti relied heavily on an offline model, wherein it supplied its B2B clients via distributors.
As of FY 21-22, Divinity’s revenue was Rs 78 crore, and the company hopes to double that over the next three years, to Rs 200 crore.
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