FEVICOL is a brand of adhesives owned by the indian company PIDILLITE.
Shri.Balvantbhai Parekh,founder and chairman of pidillite industries ltd is the makers of the fevicol brand of glue & others brand like Ranipal,Mseal & Dr.fixit.
Born in gujarat,Balvantbhai completed his school in Mahuva a small town in gujarat.Later on he joined law school & received his law degree from Government law college,Mumbai.Not intrested in law practice,he joined a dyeing &
printing press in mumbai.He later joined Fedco,a German firm representing
german company Hoechst.He was offered 50% partnership in the profit earned from imports of fedco.German company's MD passed away soon after
Balvantbhai returned from germany from a one month training.Since he was only the businessman representing german firm's indian intrest.The company decided to go alone.He started dye & chemical unit in jacob circle with his bro-
ther under the title Parekh Dyechem industries & bought more fedco shares.As anything that bonds two things is called 'col' in german he stared making gluecalled fevicol.
It was first marketed in india & in 1959,the brand was launched as an easy-to-use glue for carpenters as a replacement of old collagen based glue which needs to be boiled before using it.The product got very fast recognition due to its wide range of
consumer & multiple use of it.Fevicol is marketed in 54 countries including ovet 50000 locations in india.The company makes several types of product designed for attributes like bonding strength,impact redistance,fire resistance etc.
Sold in its signature blue & white packaging this legacy brand is a generic
name adhesive category in india and is a familiar sight in most household.The unique packaging formats helped transition the brand from the image of an industrial product to an all-purpose glue.
Today the flagship brand of pidillite has an approximately 60% of market
share in overall adhesive market in india says vishal malhan,marketing head,pidillite.It is also adapting innovative marketing strategies to catchy phares fromfevicol tv adds.
Apart from product quality,maintaining close contact with its primary traget audiance
the carpenters has helped fevicol sustain its leadership position in the white glue market.
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