Ahura Mazda Electricals is one of the oldest shops in Poona
Khursheed Dinshaw
Do not cheat. Always be courteous and extend cordial service to every customer has been the work credo adopted at Mazda Electric Stores, one of the oldest shops established in 1935 on Poona’s M. G. Road. Founded by Dara Suratia and his brother-in-law Rustom Nekoo, this shop had so impressed the Britishers then ruling India that one of them, years after his return to England, insisted that his grandson visit the shop. Dara’s son Phiroze who now runs the shop under the name of Ahura Mazda Electricals recalls, "A young Britisher came to the shop and asked for my father... That is the kind of goodwill we enjoy.”
The shop does all kinds of electrical work, retailing and also supplies to a few hospitals, factories, poultry farms and race courses. "We have home appliances, and electricals per se like wiring, bulbs, tubes, meters,” says Phiroze who swears by the brand Philips. Installation of MCBs (miniature circuit breaker, a device to stop short circuits) and repairs are also done at homes and offices. Knowing that they will not sell spurious goods their Parsi customers who comprise 15-20 percent of their clientele come from far off areas even if it is to buy a single bulb. "Our Parsi customers are willing to pay the price for a good quality product that is trouble free and lasts a long time,” adds Phiroze.
Top : Phiroze Suratia: enjoying customer loyalty; Mazda Electric Stores in its early days (left) and in its new avatar as Ahura Mazda Electricals
Not only are their customers loyal but also their employees. From the staff of five at Ahura Mazda Electricals, only one has been recently employed. The rest have a minimum of 30 years of experience working with the Suratia family. Phiroze also enjoys the support of his wife Benoifer who after working in Central Bank of India for 22 years opted for voluntary retirement in 2001 to look after her aging parents and growing kids and help her husband with the shop. "If I am there at the shop, Phiroze is more free to go for conferences, meet customers and get supplies,” says Benoifer who confesses that balancing work and home is a constant struggle.
The competition is very stiff among dealers and shops in Poona, specially from malls like Big Bazaar and Croma. The couple make do with thin profit margins, avail of cash discounts from their suppliers, and assure after sales service and repair facilities to hold on to their clientele. Another Parsi owned store in Poona is Boocha Electricals but they mainly concentrate on lighting accessories.
1. Benoifer with Buchnanan jug; 2. Associated late 19th century exhibits; 3. Decanter set dating back to 1743; 4. Swiss figures, dog shaped flask, Wedgwood box and English whistle; 5. Assorted exhibits
The couple is very proud to be Parsis and says, "Hats off to our forefathers and philanthropic Parsis.” Despite "all our differences we do stand by each other,” they appreciate. "The only thing that we don’t like is the constant asking for doles. Education is a must.” Whilst Phiroze is a commerce graduate, he has been helping at the shop during his holidays from the time he was in the seventh grade. His father was an engineering undergraduate who preferred to start earning than pursuing studies. "Parsi entrepreneurship could be boosted if more of our youngsters took it up. It would be very heartening if our children carried on the family business further with their enthusiasm and fresh ideas instead of opting out,” says Benoifer.
Benoifer is also a collector of old glass items and was always interested in antiques. When she got married in 1985 and saw her mother-in-law Dinamai Suratia’s glass collection, the beauty and memories connected to them struck her and she decided to keep and add to the existing collection after the passing of Dinamai in 2007 (Dara expired two years earlier). Plates, vases, candle stands, lamps, decanters, wine glass sets and art deco figures numbering around 75 are on display at her home. "When my great dane Trooper knocked down the two-and-a-half-foot English urn that couldn’t be kept on the table and had to be displayed on the floor shattering it, I was heartbroken,” she recounts.
English plates (above); Italian apertures with candle stand (below)
Among her collection are a 1743 decanter set with two glasses and two peg measures. Yet another favorite is an English whistle made of glass with an old elf in a tub. It was given to the children when they were bathing in tubs. In her collection some exhibits of the late 19th century include Chinese ginger jars, a flask in the shape of a dog, an etched glass cup, Italian apertures made of hand blown glass, English plates with various themes of different countries be it Italy, China or Persia, a Chinese plate with its cane holder, a German and Persian plate, a Wedgwood box used to keep pins and clips, a pair of long stemmed English candle stands, candle stands got from an old wada in Satara. There are 1742 souvenir jugs and ash trays of Buchnanan passed on by Dinamai’s dad Ardeshir Nekoo to her. Nekoo worked in Zanzibar for a firm called Adenwala as their accountant and being fond of collecting artistic items started amassing the glass collection. Swiss figures made from leftover pine wood and shavings feature a wood cutter, an old lady and a man playing the mountain horn. An old crystal inkpot with a silver covering meant for nib pens is also on display.
"It is wonderful to carry on our heritage and Parsipanu, being suckers for old things,” says Benoifer who confesses that Phiroze has been her biggest support while her kids Zervaan, who is a professional jockey, and Raian, who has appeared for his 10th board exams, think that their home is a museum thanks to the old exhibits. Benoifer who would like to continue to preserve her inheritance can’t help adding, "If anyone would like to give up some antique, do call me.”
Ahura Mazda Electricals is situated on 259/260 M. G. Road, Poona 411001 and can be reached on tel: 020-26342359 or 66029618.