The Dharampal Satyapal Group (DS Group) has marked its 97th Founders’ Day with the launch of ‘DS-Verse’, an immersive digital experience that brings the Group’s journey since 1929 to life through augmented reality.
Built around the idea of telling the Group’s history in the sky, DS-Verse allows users to scan a QR code on their smartphones and point their devices towards the sky to explore an augmented reality universe. The experience uses constellations as gateways to different chapters of the Group’s journey.
Each constellation leads users to stories around the founders, the Group’s philosophy, key milestones, brands and businesses, as well as its CSR and sustainability initiatives. The experience combines images, videos and digital content to document the Group’s evolution from its beginnings in Chandni Chowk to its growth into a diversified FMCG and multi-business organisation.
DS-Verse also pays tribute to the Group’s founders, Shri Dharampalji and Shri Satyapalji, and the philosophy that shaped the organisation. The experience traces how the Group’s founding principles, business decisions and category-building efforts have evolved over the decades, alongside its focus on communities and sustainability.
Designed as a browser-based WebAR experience, DS-Verse can be accessed through compatible smartphones and browsers without requiring users to download a separate application.
Sachin Sharma, Sr. General Manager, Corporate Marketing, DS Group, said, “Founders’ Day is a moment to celebrate the philosophy, courage and entrepreneurial spirit of our Founders, Shri Dharampalji and Shri Satyapalji, whose journey began in Chandni Chowk and laid the foundation for what DS Group has emerged today. As we mark our 97th Founders’ Day, we wanted to pay homage to that legacy in a way that brings our story alive for today’s audiences and inspires generations to come. DS-Verse celebrates where we come from while reminding us that the journey is far from over.”
DS-Verse has been designed as a permanent digital property of DS Group, with plans to add new content and stories over time. This allows the experience to extend beyond the Founders’ Day occasion and continue documenting the Group’s journey, its brands and businesses, and the philosophy that guides its future.
