💸 How Fevicol Crafted A Rs 1,35,185 Cr Empire!
How did Fevicol become synonymous with glue and become a market leader?
In India, we don't ask for glue or adhesive.
We simply ask for ‘Fevicol’.
With a ~70% market share, Fevicol has become synonymous with adhesive.
What's the secret to its sticky success?
Read on.
Back in the 1950s, the Indian adhesives market was full of glues made from animal fat - clumsy and time consuming.
Plus, the market was super unorganised with almost no branded products.
This market gap was identified by a visionary, Balvant Parekh.
In 1959, he started his own company, Pidilite Industries, to make adhesives and industrial chemicals.
He started manufacturing India's first ‘vegetarian glue’, a non-animal-based glue - Fevicol.
Fevicol entered the market by distributing free samples straight to the workshops and homes of carpenters and woodworkers.
No middlemen!
This direct approach did two things:
Proved Fevicol's superior quality
Established trust with its users
As the brand gained traction, it expanded its product range to cater to different needs.
From woodworking to crafting to mending a broken toy, there was a Fevicol for every need!
Then came its marketing masterstrokes..
Well, we'll let these iconic ads talk:
These were more than ads.
They were cultural milestones that made Fevicol a household name.
With the perfect blend of humour and relatability, Fevicol's ads stuck in the minds and hearts of Indians well before it did on any surface.
Fevicol's success is reflected in its financials too.
Here, look at Pidilite Industries’ Q3 FY24 results:
Consolidated revenue: Rs. 3,130 Cr, up 4.4% from Q3 FY23
EBITDA: Rs. 742 Cr, up 50% from Q3 FY23
Net profit: Rs. 511 Cr, up 66% from Q3 FY23
Fevicol's success is not just about the product or marketing or even numbers.
It's about creating strong bonds beyond time.
Which brand should we cover next? Drop in the comments!
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