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.

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.

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.