In 1914, Europe was plunged into turmoil. The first effects of the war were paper shortages and losses and disturbances in shipping, then quickly a dire lack of hands as the staff were called up and went to serve on the field. Many of the staff including two of the pioneers of the Indian branch were killed in action. Curiously, sales through the years 1914 to 1917 were good and it was only towards the end of the war that conditions really began pinching.