The Pioneer of Maharashtra’s Photography Industry

In metropolis Mumbai, Kutchis or people from Kutch are dominating force in Grain market and
Industry. Hard word and true sincerity towards work, these two factors definitely bring success. The
field of Photography is also not new for Kutchi people. As a photographer the name of M. L. Pomal
is at the top. Some more names also can be counted. But in the field of photography one Kutchi has
also earned so much reputation that his products are being sold abroad since many years. His name is
Jayantibhai Purushottam Soni. Short and well known name J. P. Soni. Name is simple, but his life is
more simple and inspiring.
Imagine, born in Kutch – Mandvi and studying there, J. P. Soni came to Mumbai without taking a
single paise from his father. He has no capacity to buy a camera, but has immense intelligence.
Overcoming a series of difficulties, his march stop for a while at Vijay Studio. But there while doing
Industrial Photography, Marriage Photography, he experimented to make Flash Gun and thus
foundation of Photography Industry was laid. The victory march of Vijay Studio is still continue. But
the story is interesting.
Previously Flash bulbs were used. For taking every photo, bulb has to be changed. Suppose in a
marriage function, about hundred photos are to be taken, then hundred bulbs were used, means one
bulb per a photo. Every time new bulb. About six decade back Electronic Flash Gun came into
existence in America and Germany, which started coming in India too. Very few photographers were
receiving it through their foreign friends. In this Flash a box was there to keep battery. This box had
to be hang on shoulder with this box a cord connected flash gun with camera. There was a lot of
hassle in using this flash gun with the arrival of automatic flash gun, all this hassles ended.
This type of click auto flash guns are widely used in the country and abroad. This flash is product of
our J. P. Soni. At that time he created revolution by producing this flash gun in the country. He
became pioneer of photography industry in Maharashtra. Today, under the banner of Photoclip
Company more than 275 items are being manufactured and exported. In the manufacture flash light,
this company is at the top. In 1983, this company was manufacturing 250 studio lights. Today
Photoclip’s name is among the companies, which are manufacturing four thousand studio lights every
month.
Thereafter company developed a mini laboratory. Company is capable of making four mini lab per
day. It is exported in Malayasia, China, Hong Kong and other SAARC countries. The price of mini
lab is very low. When I visited J. P. Soni’s factory, a Mini lab for Prime Minister’s office was under
preparation.
How Jayantibhai, who had studied upto S.S.C. only, achieved this success? Naturally this question
arises. He was fond of photography, since he was studying in Mandvi’s G.T.V. High School.
Remembering old days Jayantibhai said, “When came in my hand after two days. On seeing it I was
surprised and from there I was attracted towards photography.”
“In school also I became famous as a photography enthusiastic. Once a photo clicked by me was sent
to Illustrated weekly of India by my friend Lalpuri of Mandvi, which was published and I was
satisfied with my work. As a present I received a Camera.”
“In 1952 I came to Mumbai studied photography. My first job was at famous Central Camera Studio.
I had learned of washing and printing photo by myself when I was a student. Due to my ability and
intelligence I could progress without much difficulty.”
“There is a Gola lane in Fort area, where I started Vijay Studio. I was master in filming marriage
function. But when industrial photography was not developed fully at that time I was doing Industrial
Photography. Much before many other photographers, I had started using Electronic flash gun. I was
using Brown company’s flash gun. In Mumbai Gaveart Company had it’s Agency. Whenever Flash
Gun needed repair, instead of reparing flash, company was changing the whole part and putting new
one, thus it was a costly affair. So, I thought to make flash gun by myself. I opened it whole apart and
understood each part and its working. I imported main part of the flash gun, tube and capacitors from
abroad. I had acquired the licence for importing flash gun’s parts with much difficulty. In 1964, first
Electronic flash gun was made in Vijay Studio at a price of Rs. 500/-. It is brand name was kept
‘Click.’
With pride Jayantibhai Soni added, “Today Kodak company is a household name. at that time there
was intense competion to become Kodak Agent. Kodak took the Sole Agency for click flash gun.
When Agfa Company shown interest in selling flash gun, with the help of wife Taraben ‘ started
manufacturing other items of photography.”
In Germany’s Colone City, annual photographic exhibition is being held. When Jayantibhai had gone
there he came in contact with a Swiss Trader and from there he got opportunity to bring latest studio
flash light technology in India.
Jayantibhai had filmed marriage functions of princely states of Palitana, Bhavnagar, Kutch, Chhota
Udaipur, Jaipur and Udaipur. He had also opportunity ti cilm marriage of Sharmila Tagore and
Nawab of Pataudi. Today he rarely takes camera in his hand. At the ago of 71 he is enjoying active
retirement. When somebody ask him, then he says “In my success, my wife and sons contribution is
very great.”