Fevicol – The King of Adhesive Market

Fevicol, one of the most iconic brand in India is owned by Pidillite industries since 1959. Today, Fevicol is not only marketed in India but also in 54 countries across the globe. And it has been a market leader of the adhesive market from a decade.
  • Initially, it only catered to carpenters as Fevicol was easier to use than compared to natural adhesives were used which turned out to be their unique selling point.
  • Fevicol has always been a social contributor. They have organized various health care camps for eye and dental checkup.
  • Over the period of time, they came out with various range of products Fevikwik, Fevicol MR, M-seal, hobby ideas, Dr Fixit and more. By keeping in mind needs of the customer and innovating products.
  • With 70% of market share in India, Fevicol has nearly created Monopoly in India and successfully positioned itself as the no.1 white adhesive brand in Asia.
  • Fevicol always comes out with advertisements with intelligent humor.
  • There was a funny and memorable Moochwali ad where the Fevicol was used to stick mooch on the girl for a play. But later on, the mooch didn’t come off and stayed on her till she died and after a baby was born with a mooch.
  • And the famous Fevicol Marine Ad where the person carrying chairs, throws them in water to give a lift to a lady and n her goat.
The iconic market leader brand has been able to survive the market by
understanding the needs of the customers and advertising intelligent humor ads which connected the Indian audience and left an impact on their minds.
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