-Dr. Amol Annadate
Just as the true essence of beauty defies a simple definition, the concept of a ‘brand’ has confounded the corporate world for years. Countless moments, words, and intellectual resources have been spent attempting to define it, yet no one has been able to capture its essence succinctly. Many major brands have emerged and faded, highlighting the limitations of the traditional brand definition. This sparked a search for something beyond the conventional. And that’s where the term ‘cult brand’ comes into play. Grasping and explaining what a ‘cult brand’ truly is can be a challenging task in itself. A brand that fosters deep, long-term emotional investment from those who fall under its umbrella is a true ‘cult brand.’ This investment grows across generations, creating a connection that is difficult to trace back to its origin, and almost impossible to pinpoint where it ends. There is an inherent mystique in its success, and it remains timeless—this is the essence of a ‘cult brand.’ In the realm of education, and particularly in the medical field, the best example of such a brand is ‘KEM.’ While KEM is primarily the name of the main hospital, the true magic of these three letters lies in its crown jewel: Seth G. S. Medical College, also known as Gordhandas Sunderdas Medical College. This institution casts a spell over the entire global medical community.
No matter how much time passes, the desire for a bright child in the family to become a doctor remains an unwavering aspiration in the minds of parents. No matter how much criticism may be levied against the notion that every intelligent child should become a doctor or an engineer, the moment a child shows promise, even in a family that criticizes this mindset, the thought inevitably crosses the parent’s mind: ‘This child should become a doctor.’ In a country with a population of over 1.25 billion, KEM stands as the institution that offers a gateway to the brightest students in every district, village, school, and home—a place where the best and the brightest are granted the opportunity to enter.
When understanding any brand, one must grasp its motto. When, at the age of eighteen, you are ranked first in your class and begin your medical education, there is a phrase at the entrance of the institution that immediately captures your attention. The phrase reads: ‘Genius alone lives, all else is mortal.’ This means, ‘Only sharp, thoughtful intelligence is immortal; everything else is transient.’ From the very first day, from the very first moment of entering KEM, this phrase marks the beginning of a meticulously planned intellectual and mental transformation—one that reshapes your entire being.
Imagine walking into a college to study Marathi literature and finding yourself under the tutelage of literary giants like P. L. Deshpande, Acharya Atre, V. V. Shirwadkar, or B. B. Borkar. What would that experience be like? This is exactly what students at KEM go through. Many of the authors whose books are considered the standard in medical literature were once teachers at this institution. Consequently, every student who enters KEM, believing themselves to be a master in their own right, undergoes a humbling intellectual transformation in the first year. They are soon confronted with the realization that ‘to fill a vessel, it must first be emptied,’ and this lesson is imparted by KEM in a way that stays with them for life—until old age, when even their teeth start to give way. This constant cycle of unlearning and learning is a cornerstone of the KEM experience, making it a crucial part of the institution’s ethos. When an extraordinary blend of brilliant students and teachers come together, surrounded by a community of intellectual giants, those who have experienced the radiance of the sun in its truest form will never yearn for the dim glow of any ‘LED light.’ As a result, those who emerge from KEM are seldom swayed by outside influences. This is why the image of ‘KEMites’ is often seen as arrogant or overbearing. However, in reality, their perceived arrogance is more accurately intellectual detachment—an attitude born of deep understanding and self-assurance.
A cult brand possesses a unique quality. When we look at examples such as Rajinikanth, Apple, Osho, and Salman Khan, one thing becomes evident: these brands create a clear distinction in the world between those who embrace them and those who do not. Similarly, in the medical field, a divide has existed since 1926—between ‘KEMites’ and everyone else. This division, this ‘cult,’ has been firmly established for 100 years. The very origins of this brand reveal the reasons behind its creation and the manner in which it rose to prominence.
In 1845, the establishment of JJ Hospital and Grant Medical College marked the beginning of formal medical education in India. Indian students who graduated from these institutions, went on to pursue postgraduate studies in England, and then returned to India, were soon barred from teaching at JJ. The message was clear: if you wished to study, it had to be under the British system. This exclusion of Indian professors deeply resonated with the educated Indian medical community. The desire for an institution where Indians would not only receive education but also be taught by fellow Indians led to the establishment of a medical college with this very vision. In 1925, on land generously donated by the philanthropist Gordhandas Sunderdas, a textile merchant, in the Parel area, the first Indian medical college led by Indians was founded—KEM. This took place at a time when the concept of ‘nationhood’ was still unfamiliar, yet the principle of ‘self-respect’ became the core value of KEM. This value, deeply embedded in the institution’s foundation, gradually became intrinsic to every individual associated with KEM. The enduring legacy of this foundational ethos continues to resonate in the spirit of each student who walks through its doors. In medical exams, it is generally advised not to engage in arguments with the examiners, as doing so almost certainly leads to failure. Yet, there are always those KEM students who, even in an MD examination, will confidently assert, ‘We are right—feel free to open the book if you disagree,’ displaying an attitude of ‘I haven’t eaten the beans, I won’t pick up the shells.’ Such students, ready to fail with pride if necessary, are driven by the same sense of self-respect that has been ingrained in KEM for 100 years. This ethos persists in all aspects of their lives, whether in exams, at a new workplace, or during an interview. When asked, ‘Oh, so you’re a KEMite?’ the question carries with it a deeper, often unspoken significance. Being a KEMite is like wearing a prominent star on your collar when applying for a job at any hospital abroad. Many of the firsts in Indian medical history—such as the first kidney transplant, the first heart transplant, the first Indian ECG machine, and the first test-tube baby—originated from this institution, where pioneers were born. This is why the ethos of ‘Be the first to do it or be the best at doing it’ stays with every KEMite long after they leave. Once you step out of KEM, the drive to either be the first in the world to accomplish something or the best in the world at it never truly leaves you.
If you spend a few moments with your eyes and ears wide open in the KEM campus, or even spend a night at one of the central locations within the institution, you will begin to understand what this brand truly represents. Just as the political atmosphere during election season gradually seeps into your skin and touches your breath, in this space, a unique intoxication of education and intellect embraces you. The three-storey, fully air-conditioned library here is considered the best medical college library in India. What makes it truly remarkable is that it remains open 24 hours a day, and even more striking is the fact that it is far more vibrant at night than during the day. At 3 AM, hundreds of students can be found in the library, while another fifty or so are scattered across various study hubs within the campus, engrossed in their books with intense focus. In KEM, the energy at midnight is so vibrant that it’s impossible for an outsider to distinguish it from the daytime. They say, ‘Mumbai never sleeps,’ but in KEM, we could say, ‘KEM never lets you sleep.’ Even at the age of seventy-five, former students who still ask, ‘What’s new?’ can be found here with remarkable regularity. Those who have recently joined are unknowingly crowned and initiated into the KEM way of life, receiving the ‘seed mantra’ of KEM. Just as the daily routines of civilians and military personnel are vastly different, so too is the lifestyle of KEM students. Take, for example, the student who secures second place in the national All India PG Entrance exam. After seeing the results, without a flicker of emotion on their face, they head straight to the library to continue their studies. For this student, true satisfaction will only come after placing first in the next exams, be it at AIIMS or PGI. It is this very student who has helped build the KEM brand. Some may call this madness, but the true spirit of KEM is encapsulated in the mantra, ‘Stay hungry, stay foolish.’ This so-called madness is, in fact, the very identity of KEM. In an interview with an English news channel, Balasaheb Thackeray had once passionately declared, ‘I am a mad, mad Hindu.’ It was this very statement that helped solidify Balasaheb Thackeray as a ‘cult brand.’ KEM imparts that same madness to you, and when you walk out, you emerge as a ‘mad, mad doctor.’ KEM does not only instill this madness; it teaches you the audacity to wear it proudly, the art of embracing it, and it gives you the courage to live by it. It is from this very spirit that the term ‘KEM attitude’ was born in the medical world. Just as you are inevitably pulled into a fast local train when standing at its door, ‘Brand KEM’ envelops you, taking you under its wing without you even realizing it.
Just as once you use an Apple device, it’s hard to switch to another phone, similarly, once you leave KEM, adjusting anywhere else becomes nearly impossible. The biggest risk with this brand is that it gets you addicted. Even after completing your education, it continues to linger in your mind, and many find themselves lingering at KEM for a while longer, even after their studies are over. Once you’ve experienced the level of education and intellectual stimulation provided by KEM’s faculty, a restlessness begins to take root in your life. This discomfort constantly reminds you of the standards of quality and ethics that you must uphold in your medical practice, as you examine each patient. KEM students are often accused of living in a different world, being somewhat impractical. It is said that once you cross a certain threshold of spirituality, you lose awareness of what’s happening around you and in the material world. Many KEM students often find themselves immersed in this kind of educational spirituality. This intellectual transcendence, and the resulting creation of ‘consumption-free masters,’ is the essence of the ‘KEM brand.’ From the first dean, Jeevaraj Mehta, to Dr. P. K. Sen, Dr. Purandare, Dr. Baliga, Arthur D’Sa, Dr. Phadke, Dr. Ravi Bapat, Dr. Sharadini Dahanukar, Dr. Avinash Supe, and many others, a long line of gems has continuously contributed to the legacy of this brand over the years.
While KEM shapes you into a servant of Saraswati, it also supports you across various other fields. KEMites can be found in diverse areas such as industry, politics, literature, educational institutions, the arts, and administrative services. No matter which field you choose to enter, KEM and its relentless pursuit of excellence will continue to follow you. In the world of KEM, there is no room for nostalgia with thoughts of ‘Once, this is how it was.’ Instead, it lives by the mantra, ‘It was like this in the past, it is like this today, and it will be the same tomorrow.’ This is the essence of the KEM brand.
The term ‘Alma Mater,’ derived from Latin, has become a widely used English expression referring to one’s alma mater or the institution where one receives their primary education. The deeper meaning of this term is ‘the nurturing mother and her dedicated children.’ This concept is vividly illustrated through the example of Ramakrishna Paramahamsa, who, after surrendering everything to the divine, received his enlightenment from the nurturing presence of Mother Bhavani, leading to the rise of Swami Vivekananda as a global brand at the Chicago World Parliament of Religions. The true meaning of ‘Alma Mater’ is what KEM embodies. Just as the sun bestows its energy equally to all without discrimination, KEM dedicates itself to the care and treatment of the nation’s poorest patients, while simultaneously imparting unceasing knowledge of medical education. This nurturing mother, and the doctors it has produced over the past 100 years, form the heart of the ‘cult brand’ – KEM.
-Dr. Amol Annadate
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