Everything great starts small and Pidilite is no exception. The company started with a single factory that manufactured only one product, Fevicol. This white synthetic resin adhesive was primarily launched to make the lives of carpenters and woodworkers easy. Up until then, animal fat, which was clumsy and cumbersome, was the only glue available.
Manufacturing Plant Commissioned
Barely four years after starting the company, the first modern manufacturing plant was established in Kondivita Village, Mumbai.
In 1970, the 30 gram collapsible tube was launched. Introduced as a consumer pack, it launched Fevicol as a consumer brand. In a smart move, Fevicol bypassed stores and approached carpenters directly.
Fevicol’s first print ads and TVCs were launched to establish the strength of the adhesive. While the initial focus was functional, the marketing approach changed to reflect real-life scenarios with the classic Fevicol humour.
Fevicol's loyalty program for contractors launched in the country.
Pidilite launched a specialised waterproof adhesive, protecting furniture from debonding in the event of water exposure.
Fevicol was awarded the Gold Effie for the Best Ongoing Campaign at the Effie Awards, which is organised by the Advertising Club.
Bubbles can get in the way of smooth vertical or large sheet laminations. So, Pidilite launched Hi-Per, which is powered with an anti-bubble formula. This provides for strong contact between the plywood and laminate.
ET Brand Equity Rankings
Fevicol was rated the third most trusted brand
Fevicol Hiper Star is a high-performance adhesive that is perfect for bonding laminates, Furniture, veneer and many other materials. It is a versatile adhesive that can be used for a wide range of applications, from DIY projects to professional carpentry and furniture making.
Our bond with woodworkers is built over years of initiatives, competition, cultural endeavours, and of course, a little bit of Fevicol.
We care for the environment as much as we care for our customers. That is why, Fevicol products such as Hi-per Star, Probond, Relam and Plastiklok are GreenPro certified. This certification guarantees that these products will remain environment-friendly through their lifecycle. Going green is a commitment.
We are committed to enhancing the lives of the woodworking community and have set up many initiatives to empower them. Fevicol Champions Club (FCC) hosts events like Shram Daan Divas, held annually on December 20th. During this day, carpenters and contractors volunteer to repair furniture and fixtures in municipal schools, government schools, schools for the blind and disabled, orphanages, and hospitals.
The FCC also believes in creating a greener and cleaner world. Vriksharopan Divas is celebrated every year with 15,000+ trees planted in educational institutions and various public areas.
Unmatched speed and coverage with high performance adhesive