How many of us Surtis prefer Soyso over other colas? Most of us, don’t we? This is the story of a soft drink that is quintessentially Surti, from the pre -independence era. Hajoori and sons was founded back in 1923 with a desire to have something local, something Indian before Make in India became fancy, when people preferred foreign drinks. Not many of us know that the name Sosyo was derived from the word ‘Socio’ – A social drink, a drink people would bond over and call their own. Mr. Abbas Hajoori inherited the legacy from his father and decided to take the business further and today we all know Sosyo as – Apna Desh Apna Drink.
Deferential, far- sighted and enterprising, Mr.Abbas Hajoori has always embraced challenges and he believes, that is what has helped him grow as an entrepreneur. Mr. Hajoori is well acquainted with the nitty-gritty’s of each and every aspect of his business be it production, marketing or managing recourses. Who would have imagined, the heir of Hajoori and Sons had been driving a truck in his initial years to deliver Sosyo bottles to the dealers. On one such trip he says, “I went to a small Dhaba owner and asked him if he would like to sell Sosyo at his place. The guy got annoyed and denied. I was disappointed and disheartened but determined. It wasn’t a miracle that after two years Sosyo was raking in great sale numbers for the same Dhaba-wala . Every challenge has taught him something new.
He is a firm believer in innovation. From the old School glass bottles to the pet bottles and the cans, Sosyo has delivered and packaged products as per the changing trends and requirements of the customers. The first franchise of Sosyo was setup in Navsari in the year 1955 and since then there has been no looking back. He started with export of drinks, got an international franchisee in Zambia, did contract packing of cans in USA, Canada and UK – versatility goals anyone? The new addition to the brand is “Opener” – The Old School fruit drinks with a new packaging. ‘We are promoting “Make in India” and walking on the progressive path of the Nation says Mr. Hajoori. After spreading thick through the western region, the brand is now expanding its horizon in the northern region and worldwide.
They say it is hard to create a brand but it is harder to take the legacy forward, to hone what has already been created and to take it to the next pedestal – and Mr. Abbas Hajoori has done it with non-chalance, grit and modesty all at the same time. We still remember the jingle way too well “Sabse acha ek drink hai S-O-S-Y-O, ye hai Sosyo, ye hai Sosyo, Sosyo, Sosyo” etching its way softly into our memories (if you are in your late twenties or more ie). That summarizes the vision, the brand-building that this man single-handedly built and delivered. Three Cheers to the King of homebred cola who gave the fancy colas of the world a run for their money.
