Vikash Yadav
THE
STORY
OF
Vikash Yadav
The Story Behind Fevicol
From a Small Town to Global
Dominance
Ever asked for glue? Probably
not.
Instead, you asked for Fevicol.
What started in a small town
of Maharashtra has now
become a ₹11,000 crore
business, controlling 70% of
the Indian adhesive market.
Vikash Yadav
The Beginning
A Young Man's Vision
In the 1950s, India was freshly
independent. Balan Kalan Parik
started his career as a peon in a
wood trader's office.
He noticed that carpenters
struggled with animal fat-based
glue, which smelled bad and had
to be melted. This insight led
him to create Fevicol, a game-
changing synthetic resin.
Vikash Yadav
Filling the Market Gap
Fevicol – A Game Changer
In 1959, Parik introduced
Fevicol—a resin that didn’t
stink, was vegetarian, and
required no melting.
Fevicol quickly became a hit
among carpenters for its
convenience and quality,
setting the stage for the
brand’s massive growth.
Vikash Yadav
The Iconic Logo
Symbol of Strength
Fevicol’s iconic logo of two
elephants pulling apart wood
symbolizes the strength of
adhesion.
It was this visual identity that
made the brand
unforgettable, standing out
from competitors in a
cluttered market.
Vikash Yadav
The Carpenter Connection
Fevicol’s Direct Approach
Instead of relying on middlemen,
Fevicol reached out directly to
carpenters, educating them
about the benefits of high-quality
adhesive.
By creating the "Fevicol
Champions Club" (a carpenter
community), Fevicol fostered
loyalty and trust. Today, this
community has 40,000+
members.
Vikash Yadav
Expanding Beyond Fevicol
From One Product to Many
Balan Parik knew that Fevicol
alone wouldn’t sustain the
company forever.
By the 1960s, he expanded the
product range to include
Fevibond, Fevigum, and more.
This diversification cemented
Pidilite's position in the
adhesive industry.
Vikash Yadav
Pidilite is Born
Evolution of the Brand
What started as "Par Dam
Industries" later evolved into
"Pidilite Industries," the
umbrella brand behind Fevicol
and other products.
Today, Pidilite operates in two
segments: Consumer & Bazaar
(84% of revenue) and Industrial
(16%).
Vikash Yadav
Building a Brand Beyond
Products
Creative Marketing Wins Hearts
Fevicol’s humorous and
memorable ad campaigns
with catchy taglines made it
a household name.
Unlike most brands, Fevicol
avoided celebrity
endorsements, instead
connecting with regular
people through relatable ads
that resonated with Indian
audiences.
Vikash Yadav
Fevicol’s Global Expansion
From India to the World
Fevicol’s journey didn’t stop
in India. By 2008, Pidilite had
established 13 overseas
subsidiaries with
manufacturing operations in
the US, Brazil, Thailand, and
more. The brand had truly
gone global.
Vikash Yadav
The Ultimate Bond
From a Carpenter’s Friend to
a Household Staple
From humble beginnings to
dominating the global
adhesive market, Fevicol’s
journey is a testament to
visionary thinking and
customer-centric innovation.
It’s no longer just glue—it’s a
legacy that binds generations
together.
Vikash Yadav
Vikash Yadav
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