Product details

From selling unbranded adhesives to being the king of adhesives with brands like Fevicol, Fevikwik, Dr Fixit and M-Seal, Pidilite Industries Limited (Pidilite) had come a long way. Since founding in 1954, the flagship brand Fevicol became a household name as envisioned by the founder Late Balvant Parekh (Balvant). Balvant decided to venture into the adhesive market because he knew that the manufacturing process of adhesive was not easy to imitate. Over the next few decades, Balvant introduced brands that became successful products and ‘household name across India'. Pidilite also ‘entered the construction chemicals sector’. Pidilite spent very astutely on advertising. For the past 15 years (1988-2013), the ad agency Ogilvy & Mather created several memorable campaigns for its various products. Also, the company relied heavily on the acquisition strategy and sought every opportunity to acquire any business related to adhesive and sealent market. With a portion of business in each industry, it became the ‘market leader in adhesives and sealants, construction chemicals, hobby colours and polymer emulsions in India’. However, in 2013-14, the big challenge faced by the company was to keep growth on track. A lot of categories that the company operated were entering the mature growth stage. Although Pidilite was ‘well-entrenched in sealants and adhesives’ domestic market, it was yet to make its mark in overseas businesses. According to industry analysts, with the growing competition in the adhesive market, the marketing formulas of Pidilite may or may not work in the long run.