Udayavni Special

Story of Fevicol, a name synonymous to white glue


Shivani Kava, Mar 14, 2021, 3:04 PM IST

Fevicol being the generic name in the adhesive industry is one such brand that enjoys the status of being synonymous with the category of product it represents. Pidilite has introduced many innovative products which have transformed the way carpentry trade operates in India today.

The story of Fevicol began in 1959 when Pidilite industries took over the venture of the potential market for synthetic resin adhesives or white glue in India. Later in 1963, the first manufacturing plant in Kondivita was set up with a simple product offering called “Fevicol.”

A 30-gram collapsible tube was launched in 1970, which was introduced as a consumer pack and marked a smart strategy to establish Fevicol as a consumer brand. Fevicol instead of selling through stores approached carpenters directly. This direct marketing technique was one of the genius moves employed by the company.

Fevicol’s ease of application worked as a unique selling proposition for the brand.

Pidilite laid its foundations with innovation in the form of Fevicol, a path-breaking synthetic white resin adhesive. The product quality and maintaining close contact with its primary target audience are key to Fevicol’s success along with the carpenters who helped Fevicol sustain its leadership position in the white glue industry.

The brand has adopted great advertising strategies, from intelligent humor to depicting Indian-specific ads.

Balvant Parekh aka Fevicol Man

Known as the Fevicol Man of India, Balvant Parekh launched Pidilite industries in 1959. Balvant hailing from Gujarat had a lawyer’s degree but he was reluctant to practice law owing to the number of lies the profession demands. As he had moved to Mumbai, he started working at a dyeing and printing press and later joined a wood trader’s office as a peon.

With the help of an investor, Balvant started importing cycle, areca nut, paper dyes from western countries and eventually launched his own company with the support of his younger brother Sushil Parekh.

Global presence and Sustainability

Pidilite has enhanced its international presence through various ventures around the globe in about 71 countries.

Pidilite considers environmental management as a material topic and is committed to minimizing its environmental footprint by thoughtful use of resources such as fuel, electricity, water, and raw materials.

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