Fevicol

From Wikipedia, the free encyclopedia - View original article

 
Jump to: navigation, search
The Fevicol logo

Fevicol is a brand of adhesives owned by the Indian company Pidilite. It is one of the largest selling adhesives brand in India.

History[edit]

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.

Product description[edit]

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.[1]

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.

Market share[edit]

Pidilite occupies around 60% of total adhesives market share in India.[citation needed]

Advertising[edit]

One of the main reasons for Fevicol's popularity is the creative marketing strategy, including successful advertising campaigns created by Ogilvy & Mather.[2]

Other initiatives[edit]

Furniture Books
Fevicol Furniture Books have been quite popular among carpenters and households ever since the first issue was launched in 1989. Total 50 titles have been published so far with more than 11 million print run of the same. These books showcase furniture designs with illustrations and measurements, and help enlighten carpenters on new styles and trends in the furniture market.
Fevicol Champions Club
The Fevicol Champions Club (FCC) serves as a platform for carpenters to increase their social contacts and be part of a social network. Through various club activities, carpenters were encouraged to uplift their lifestyles. In the past, the FCC has organised free dental check-ups, blood donation camps on Independence Day, Jud jaayen tyohaar par during Diwali, and others.
Pidilite Knowledge Series
Pidilite Knowledge Series (PKS) draws leading Architects and Interior Designers across the country and provides them a platform to share knowledge.
Pidilite Award For Excellence (PAFE)
Pidilite Award for Excellence (PAFE) is another initiative that is growing its wings across the country to recognize outstanding budding talent from over 210 Interior Designing and Architectural colleges.
Pidilite Info Series
To engage with the future Architects & Interior Designers, Pidilite Info Series has been initiated where the company presents its range of products in various Architecture and Interior Designing colleges through an interactive session.

Fevicol in popular culture[edit]

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".[3]

Catch phrases from popular Fevicol TV ads like "Dum laga kar haisya, zor laga kar haisya"; "Fevicol ka mazboot jodh hai, tootega nahi".[4]

References[edit]

  1. ^ Fevocol MR
  2. ^ Prasad, Prakriti (26 August 2005). "Fevicol goes to Egypt". ppRediff.com. Retrieved 2009-06-28. 
  3. ^ Fevicol Se
  4. ^ Shukla, Tanvi (11 June 2008). "It's the pitch that keeps Fevicol's stickiness alive". DNA Money. Retrieved 2009-06-28. 

External links[edit]