The permanent Godrej almirah was the most necessary household item for every family during the ’70s, ’80s, and ’90s. Nowadays, there is no necessity for this iconic Godrej storwel, as we have beautifully coloured and designed multi-purpose cupboards in our houses.

In the past, brides used to keep their beautiful sarees, clothes, and expensive jewellery in their trusted and favourite almirahs given by their parents as gifts in their marriage.

It was also a valuable gift for birthdays and precious occasions. Do you remember the tagline of Godrej Storwel? “Saajan ke aangan mein pehla kadam, Phoole ye bagiyaan mehke har dum; Aao miljul kar jahaan basaaein, Hum kuch aur jagah banaaein;”

Godrej launched its steel almirahs (cupboards) in 1923, following their success with locks and soaps. It was later redesigned and relaunched as the Godrej Storwel in the 1940s. With all its safety features, neat shelves, and secure locks, the cupboard became extremely popular in those times. In the 80s, the company thought of marketing and advertising the product more, but they did not expect the advertisement to become one of the most iconic and appreciated of its time.

The ad depicts a young couple starting their new life together with the dream of creating a little space of their own.

The ad begins with the wedding ceremony, and the bride is hesitant.

Throughout the ceremony, she is shy and quiet, and it is only when she and her husband open a box with a Godrej Storwel almirah key as a gift that her face lights up.

The ad ends with the couple putting their things and clothes in the almirah and standing next to it, smiling at each other, underlining the idea that even in a large joint family setup, it’s possible to have a haven of privacy.

This ad became immensely popular due to the unbreakable lock on its safe. With marketing and an efficient sales team, the company came up with other new ideas to promote its brands.

The company later introduced a new advertisement with a few changes in the lyrics, where the line “Hum kuch aur jagah banaaein” was dominant.

One ad depicted all the women of the family gifting a pregnant woman an almirah, while another showed two young brothers fighting over space in their shared almirah.

The conflict was resolved when the parents gifted the younger one his own Godrej Storwel on his birthday.

It was almost as if, in that one moment when he was given the key, he had come of age. The iconic grey and olive green coloured almirahs, once a need for every household, have been replaced by new and designed multipurpose cupboards.

Many people still have Godrej Storwels in their homes, but the value for it no longer exists.