Though Rusi Gimi was a pioneer in outdoor
advertising, his heart lay in philanthropic endeavors
Prochy Mehta
Edited excerpts from Rusi B. Gimi by Prochy Noomi Mehta, edited by Tehnaz Bahadurji and published by Selvel One, reprinted here with permission from the author.
In 1945 my father Rusi Gimi, Soli Nicholson, and two other partners started Selvel Syndicate. The other two dropped out early and Rusi and Soli were left to carry on the endeavor. When Soli passed away in 1967 at a young age of a sudden heart attack, the business was amicably divided territory-wise with Soli’s wife Gul. She was given the first pick, and Rusi accepted whatever was left, which comprised North and East India.......