Unveiled on the Group’s 96th Founder’s Day, the bespoke typeface is faithfully adapted from the founder’s original handwriting.
New Delhi, 14th August 2025: Marking its 96th Founder’s Day, the Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has introduced DS Creates — a custom-designed, handwritten-style font inspired by the original handwriting of its founder, Shri Satyapal ‘Sugandhi.’ This creative initiative serves as a personal and cultural tribute, preserving the founder’s legacy in a unique digital form.
The typeface has been meticulously crafted to replicate the nuances, rhythm, and character of Shri Satyapalji’s handwriting. Conceived by creative agency Thrive and brought to life by type designer Deepak Dogra of Graphite Studio, each letterform retains the personal touch and distinctive style that defined his penmanship.
“On the 96th Founder’s Day of DS Group, transforming the unique, tangible handwriting of Satyapalji into a digital legacy by way of DS Creates is a proud moment for us,” said Rajiv Kumar, Vice Chairman, DS Group. “My father’s handwriting was a reflection of his clarity, conviction, and attention to detail. Preserving that in a typeface allows every generation at DS Group to carry a part of his legacy into the future. It’s our way of honouring the man who built the foundation we continue to grow from.”
The launch of DS Creates also reflects DS Group’s enduring philosophy of Create What is Worth Creating, extending its vision beyond products and services into the realm of art, design, and cultural preservation.
About DS Group
The Dharampal Satyapal Group (DS Group) is a multi-business corporation and one of India’s leading FMCG conglomerates, with a diverse portfolio spanning food and beverage, confectionery, hospitality, retail, and luxury brands. Founded in 1929, the Group has built a legacy of quality, innovation, and community contribution.