Book review: Sriram Devatha's book captures the rise of Bengaluru's entrepreneurial spirit

(From left) Founder PN Rao; an LED indicator invented by Raj Narayan of RADEL. Pics Courtesy/YourStory

The rise of a city is the journey of centuries. Time, entrepreneurship and chaos often play a role in their rise. While it is easy to equate the rise of Bengaluru as India's Silicon Valley to the post-Y2K phenomenon, Sriram Devatha's book, BrandGaluru Made in Bengaluru, traces its roots to an entrepreneurial culture that has always existed underneath the façade of the quiet, suburban Garden City.

The first volume of the book examines the city's emergence as a corporate brand through the examples of four Indian MSME (Micro and Small Medium Enterprises) that have grown through the inventive approach of their founders. Of these, with the exception of William Penn, the other three brands of PN Rao, Judge Press and RADEL electronics might be unfamiliar to the non-business layman. What makes the book interesting is its integration of personal recollections, historical trivia and details that bring alive the city of Bengaluru before its traffic jams and glitzy urbane culture took over.

Sriram Devatha

The journey begins with PN Rao. The century-old brand traces its roots to an age when the city was still a colonial outpost. This historical marker is a refrain that runs through the book's other stories as well. For instance, the unfamiliar connection between HAL (Hindustan Aeronautics Limited) and Raj Narayan, founder of the electronics and music instrument company RADEL or the quirky tale of how William Penn's name came to be. This writer's personal favourite is the founding of the Judge Press in Basavanagudi. From its early founding by William Quan Judge, a member of the Theosophical Society of India to its office in Indiranagar. In 1963, the press would move to Residency Road in a building that once housed a pizzeria run by the wife of an Italian Air Force officer who served in the Afghanistan campaign. The campaign had an intricate connection with the city of Bengaluru since it used the Amrutmahal bull, an indigenous species of the region, and a symbol of Basavanagudi.

Devatha wraps these personal stories with detailed observations of the brand's rise. While the business details can be tedious, the writing is lucid, simple and effectively communicates the information. All of these stories sync with the rise of Bengaluru. One is able to gauge a shift in the nature of consumer behaviour, entrepreneurial approach and even product branding as we read on. Devatha places the subjects well, spacing them according to chronology. The lessons are results of experience rather than preached observations. This makes it a fascinating journey through entrepreneurial history.

TITLE
Vol 1: BrandGaluru Made in Bengaluru
Author Sriram Devatha
Genre Business
Publisher YourStory
Cost Rs 199