The courtesan who sparked India's influencer revolution: Gauhar Jaan's legacy
a pioneer of the recording industry and was one of the first performers to record music on 78 rpm gramophone records in India. Her recordings, made in 1902-1903, were later released by the Gramophone Company of India, when it opened its first factory in Calcutta in 1908. Her thumris, dadras and kajris, are among the earliest surviving records of Hindustani classical vocal music.
She was also an influencer before the term had been conceived and a model before Lisa Fonssagrives kicked off the profession of supermodels in the 1930s. While there are no known recordings or photographs of Gauhar Jaan appearing in traditional advertisements, there is enough evidence to suggest her image and name were featured on calendars, cigarette cards, and matchboxes. While not exactly commercials in the modern sense, these were a form of product endorsement and helped raise her public profile.
It also marked the first hesitant start to today’s multi-million dollar business of product endorsements. Gauhar Jaan’s exploits coincided with the start of the idea of endorsements in the UK. In the 18th century, English potter and entrepreneur Josiah Wedgwood's exquisite tea set for Queen Charlotte not only graced royal tables but also launched a global phenomenon, establishing 'Queen's Ware' as the epitome of sophistication.
It was also the first recorded instance of celebrity endorsement. As a trend, it caught on and soon none other than the great poet, playwright, composer, social reformer and painter, Rabindranath Tagore emerged as a trailblazing endorser. Beginning with the promotion of his own musical compositions, Tagore's powerful persona lent credibility to a myriad of homegrown brands.
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