Fevicol: A Legacy of Bonding Strength

From Humble Beginnings to Household Name: The Fevicol Story

Fevicol's journey began in 1954 with two brothers, Late Shri Balvant Parekh and Shri Sushil Parekh. Starting as a small trader, Balvant eventually ventured into pigment emulsions for textile printing alongside his brother. However, their vision extended far beyond.

The Birth of Fevicol: A Revolution in Adhesives

In 1959, the Parekh brothers revolutionized the way India bonded things together. They introduced Fevicol, a synthetic alternative to traditional animal glues. This user-friendly adhesive not only offered superior performance but also catered to the sensibilities of a largely vegetarian population.

Building Trust Through Innovation: To gain initial traction, the brothers implemented a unique marketing strategy. They bypassed traditional retail channels and directly promoted Fevicol to carpenters, the primary users.

Setting Up Roots: The First Manufacturing Plant

Four years later, in 1963, Fevicol's success story took a significant leap with the establishment of its first manufacturing plant in Kondivita Village, Mumbai, where the company's corporate headquarters stand today. While Fevicol excelled at creating bonds, building trust with the market took time and dedication.

Strengthening the Bond: From Carpenters' Choice to Household Essential

The next three decades witnessed Fevicol solidifying its position. It became the go-to adhesive for carpenters and a household staple synonymous with white glue. The brand strategically expanded its offerings in 1970 with various pack sizes catering to diverse contractor needs. A significant milestone came with the introduction of the iconic 30-gram collapsible tube, making Fevicol readily accessible in every household.

Expansion and Innovation: Fevicol Takes Center Stage

By the 1990s, Fevicol was ready to explore new horizons. The brand delved into creating specialized variants to address specific needs. Additionally, Fevicol initiated crucial engagement programs with carpenters, fostering a strong community.

The year 1997 marked another turning point with the launch of Fevicol's first television advertisement. This marked the beginning of a long and successful journey in brand storytelling through engaging campaigns.

Fevicol Marine: A Bond That Withstands the Test of Water

With the introduction of marine plywood, Fevicol identified a crucial gap in the market. In response, they launched Fevicol Marine, the ultimate adhesive solution for water-prone areas. The powerful message, "Wohi Mazboot Jod Paani Mein Bhi" (The Same Strong Bond, Even in Water), resonated with consumers through a captivating TV ad.

Fevicol's story continues to this day, a testament to the power of innovation, strategic marketing, and a commitment to building enduring bonds.