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The Sticky Story Behind the Rise of Pidilite – A ₹1,48,712 Crore Empire

The Sticky Story Behind the Rise of Pidilite - A ₹1,48,712 Crore Empire
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You must remember the iconic ads featuring an elephant effortlessly balancing a towering stack of chairs or the heartwarming sight of a grandfather fixing his grandson’s broken toy. These weren’t just commercials—they were memories that became part of our childhood and DIY adventures.

But did you know behind these is the remarkable journey of a man who started his career as a peon and revolutionized adhesives?
Replacing traditional ingredients with innovation, he created products living in every carpenter’s toolbox, engineer’s blueprint, artisan’s workshop, and household across 72 countries. This is the story of how strong emotional and practical bonds built an adhesive empire of ₹1,48,712 crores.

Curious to know how it all began? Read on…

Story of Pidilite Storytelling 00 02

From Legal Briefs to Timber Yards

Born in 1925 in Mahua, Gujarat, Balvant Parekh’s path wasn’t paved with legal briefs. Despite a law degree, his heart yearned for something more.

The Quit India Movement’s spirit of social activism inspired him to leave his studies temporarily.

When he returned to Mumbai, life was tough. Struggling to find his footing, he took on various odd jobs. From working at a printing press to serving as a peon at a timber company, Parekh was no stranger to hard work.

He also ventured into importing bicycles, areca nuts, and paper dyes from the West, steadily building a reputation in trade. But it was in the timber yard that he finally found his calling.

Story of Pidilite Storytelling 00 03

Woodworking, Making Life Easy

While surrounded by the scent of sawdust and the rhythmic sound of carpenters at work, Parekh noticed the challenges they faced with traditional adhesives.

The messy, time-consuming process of combining wood with homemade glues deeply troubled him.

Determined to make life easier for these artisans, he envisioned creating an adhesive that would transform the woodworking industry across India.

Story of Pidilite Storytelling 00 04

A Brand From Local to National

In 1959, with his brother by his side, Parekh co-founded Pidilite Industries and launched its first product—Fevicol, a white synthetic resin glue designed for woodworking.

The product was an instant hit, revolutionizing how people thought about adhesives.

In 1963, the company opened its first manufacturing plant in Kondivita, Mumbai, which would remain its headquarters for years to come.

As Fevicol’s popularity grew, so did Pidilite’s reputation as a maker of high-quality, reliable adhesives. The word spread quickly: Fevicol wasn’t just another glue but a symbol of strength and trust.In 1963, the company opened its first manufacturing plant in Kondivita, Mumbai, which would remain its headquarters for years.

Story of Pidilite Storytelling 00 05

Meteoric Rise

Traditional methods and homemade concoctions dominated the adhesive market in India, and the idea of synthetic glue was foreign to many.

However, Fevicol’s superior bonding strength and ease of use quickly gained traction, particularly among carpenters and furniture makers.

With no major competitors, Fevicol rapidly established itself as the go-to product for anyone needing strong, reliable adhesives.

Story of Pidilite Storytelling 00 06

That Stuck Like Magic

Pidilite understood that a superior product wasn’t enough in a crowded market. They needed to form an emotional connection with their customers to succeed.

Remember the iconic “bus” commercial? Passengers defy gravity by holding onto a speeding bus held together by Fevicol. These campaigns subtly conveyed the core message: Fevicol was an invisible force holding everything together with unwavering strength.

Another classic showcased a fish unable to escape a Fevicol-coated wooden box – a simple yet powerful metaphor for its strength.

Over the years, Fevicol has blended cultural nuances with humor, making its ads not just about glue but about human connections and resilience.

Story of Pidilite Storytelling 00 07

Beyond Adhesives

As the years passed, Pidilite’s success with Fevicol strengthened its resolve to innovate further.

The company ventured into new categories like waterproofing with Dr. Fixit and arts and crafts with Fevicryl.

These products were designed to meet the needs of industries and cater to consumers’ evolving tastes.

Today, Pidilite’s diverse product range extends from industrial adhesives to DIY art supplies, creating a broad footprint across multiple sectors.

Story of Pidilite Storytelling 00 08

In the Face of Challenges

Despite its meteoric rise, Pidilite’s journey to success was not without obstacles.

The company faced stiff competition from global players and dealt with unpredictable fluctuations in raw material prices.

Yet, Pidilite demonstrated remarkable resilience at every turn, overcoming challenges with strategic innovation and adaptability.

Story of Pidilite Storytelling 00 09

To Digital and Pandemic Shifts

When the digital revolution began transforming customer interactions, Pidilite swiftly embraced e-commerce and social media to broaden its reach.

During the pandemic, as businesses worldwide struggled, the company adapted by launching DIY kits and positioning itself as a trusted provider of long-lasting solutions.

This ability to pivot and maintain strong connections with its customers successfully helped Pidilite navigate the crisis.

Story of Pidilite Storytelling 00 10

Relationships, Not Just Products

At the heart of Pidilite’s success was a commitment to its customers. While Fevicol might have been the company’s flagship product, it worked tirelessly to foster relationships with its core customer base: carpenters, masons, and artisans.

Training workshops, loyalty initiatives, and personalized engagement all contributed to building a sense of community.

For Pidilite, it was never just about selling a product but about becoming a trusted partner in their customers’ businesses.

Story of Pidilite Storytelling 00 11

Behind The Success

Today, Pidilite Industries operates in two primary segments: the Consumer and Bazaar (B2C) and Industrial (B2B). The Consumer and bazaar segment contributes 84% of the company’s revenue.

It includes a broad spectrum of products: adhesives and sealants (55%), construction chemicals (20%), and arts and crafts (9%).

Meanwhile, the industrial segment, which accounts for the remaining 15%, covers industrial adhesives, resins, and pigments.

Story of Pidilite Storytelling 00 12

Bonds, Shaping the Future

Looking ahead, Pidilite remains committed to its core principles of innovation, quality, and customer relationships.

With a steady focus on sustainable and eco-friendly solutions, Pidilite is poised to continue its legacy of creating products that simplify lives and build lasting connections.

The company will continue to invest in new factories and digital, route-to-market, and supply chain capabilities. Capital expenditure (capex) for FY25 will be around Rs 400-800 crore, which will be used to establish 3-5 new factories.

Story of Pidilite Storytelling 00 13

A Story of People and Purpose

In many ways, Pidilite’s story is more than just the story of a brand. It’s about the people behind it, their struggles, their dreams, and their unwavering belief in the power of creating something that sticks, not just in the market but in the hearts of those who use it.

Pidilite’s journey continues, and its future looks just as strong and resilient as the bonds it creates.

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I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.

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