Priyamukh of Vadodara never uses his surname because it indicates his caste. This is a way of protesting against casteism in our society. A large picture of him with his scooter once appeared in a popular local daily. Instead of the superstitious word "shubh Labh" which people like to paint on shops and business establishments, Priyamukh had painted the word "Ashubh Gerlabh" (misfortune and Loss). He has even painted these words on the weighing machine in his factory.
His son, Rupesh, was married in December, 1989, with all the religious rituals. However, Priyamukh refused to be part of the rites. He said he would shoulder all the expenses as a father, but would not participate in the religious ceremony as this was against his rationalist views.
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Last update: 22 July 1998