From Wikipedia, the free encyclopedia - View original article
Fevicol is a brand of adhesives owned by the Indian company Pidilite. It is one of the largest selling adhesives brand in India.
The first glue was introduced in India and Bangladesh in 1959. The brand was originally launched as an easy-to-use glue for carpenters. An extensive range of consumer, craftsmen, engineering and industrial adhesives were also introduced under the Fevicol brand name. Before Fevicol came to the production line, adhesives were usually made from animal fat, colloquially known as "saresh". These adhesives had to be boiled before application. The fumes that emanated from the process of boiling emitted a very bad odour. Fevicol eliminated these problems. Fevicol is marketed in 54 countries worldwide. In India alone it is available at over 50,000 stores across the country.
The most common Fevicol branded glue is a white synthetic adhesive. Fevicol is a polysynthetic resin adhesive.
One variety is known as "Fevicol MR", and is used for bonding paper, cardboard, thermocol, fabrics, wood, plywood, etc.
Another variety, "Fevicol SH" is meant for wood working. It can be used in bonding various materials, where one of the surfaces to be bonded has to be porous. Fevicol strongly binds wood, plywood, laminate, veneers, MDF and all types of boards, cork etc. It is also used in sport goods manufacturing and book binding. The bond gives handling strength in 8 to 10 hours and cures fully in 24 hours.
The brand Fevicol is quite popular in India, and it is used as if it were a common noun to mean white adhesive.
Pidilite occupies around 60% of total adhesives market share in India.
In India, "Fevicol" is commonly used as a metaphor for strong bonding or stubborn stickiness. There are references galore in Bollywood movies, topical jokes and even everyday conversations. "Fevicol Se," was the title of a popular item song from a blockbuster Bollywood movie Dabangg_2, filmed on Kareena Kapoor and Salman Khan while, the lyrics of the song are, "Mere Photo Ko Seene Se Yaar Chipka Le Saiyan Fevicol Se".
Catch phrases from popular Fevicol TV ads like "Dum laga kar haisya, zor laga kar haisya"; "Fevicol ka mazboot jodh hai, tootega nahi".