ADHESIVE MANUFACTURING (FEVICOL TYPE)

[EIRI/EDPR/3863] J.C.: 1975US$

INTRODUCTION

An adhesive is a material used for holding two surfaces together. An adhesive must wet
the surfaces, adhere to the surfaces, develop strength after it has been applied, and
remain stable. Adhesion is a specific interfacial phenomenon. There are three main
theories of adhesion: adsorption, electrical and diffusion. All probably apply to most
adhesives. Surface preparation before applying the adhesive is of prime importance. The
raw materials for adhesives are mainly polymeric materials, both naturally occurring
and synthetic. A useful way to classify adhesives is by the way they react chemically
after they have been applied to the surfaces to be joined. There is a huge range of
adhesives, and one appropriate for the materials being joined must be chosen.

For a material to perform as an adhesive it must have four main requirements:

It must "wet" the surfaces - that is it must flow out over the surfaces that are being
bonded, displacing all air and other contaminates that are present.

It must adhere to the surfaces - That is after flowing over the whole surface area it must
start to adhere and stay in position and become "tacky".

It must develop strength - The material must now change its structure to become strong
or non-tacky but still adherent.

It must remain stable - The material must remain unaffected by age, environmental
conditions and other factors as long as the bond is required.

The adhesion phenomenon is relevant to many scientific and technological areas and
has become in recentyearsavery important field of study. Themain applicationofadhesion
is bonding by adhesives, this technique replacing, at least partially, and more classical
mechanical attachment techniques such as bolting or riveting.

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It is considered to be competitive primarily because it allows us to save weight, to ensure
a better stress distribution, and offers better aesthetics since the glue line is practically
invisible. Applications of bonding by adhesives can be found in many industries,
particularly in such advanced technical domains as the aeronautical and space
industry, automobile manufacture, and electronics. Adhesives have also been
introduced in such areas as dentistry and surgery.

Adhesive joints are not, however, the only applications of adhesion. Adhesion is
involvedwhenever solids are brought into contact, as in coatings, paints, and varnishes;
multilayered sandwiches; polymer blends; filled polymers; and composite materials.
Since the final performance of these multicomponent materials depends significantly on
the quality of the interface that is formed between the solids, it is understandable that a
better knowledge of the adhesion phenomenon is required for practical applications.

Thehistory of adhesives and sealants is closely related to thehistoryofhumankind.Some

ofwhat are thought of as relatively ‘‘new’’ uses of adhesives have their origins in ancient
times, and althoughmostof thesematerialshavebeen subject to vast changes,othershave
been changed very littleover time.Asnewmaterials aredeveloped, a reviewof thehistory of
uses can lead one to seewhere theymight be applied to improve old applications, and
sometimes to satisfy requirements of entirely new applications.

In nearly all fields of application in processing industries, adhesives can substitute or

supplementthe traditional joining processes such as welding, riveting or screwing. More
than any otherprocess, adhesive bonding technology can make it possible to fix the most
dissimilar materialstogether permanently, without damaging the joining parts and thus
impairing their stability.

As a result of rising production demands and high environmental awareness, adhesives

havebecome high-tech products, which have for a long time been accepted in highly
sensitiveindustries such as aviation and space technology. Advantages such as weight
reduction, fasterassembly and more cost effective production, through short contact
times and ease of applicationwith state-of-the art measuring technology, are constantly
opening up new application fields forthis innovative method of fixing.

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Fevicol -– The King of Adhesive Marketis a brand of adhesive manufactured & marketed
by Pidilite& synonymous with the word adhesives in India. This is a commendable feat
considering it is a brand in a low involvement category such as adhesives which, rarely
gets free & earned media. Fevicol currently has around 70 percent market share. The
rest of the market share is captured by its competitors – Falcofix, Bluecoat, Vamicol &
Araldite, part from many local brands in the unorganized segment.

It was first launched & marketed in India in 1959 and was promoted as easy to use glue
for carpenters, as an alternative to fat & collagen based adhesive which had to be boiled
before application. Today, Fevicol is a generic name in the adhesive category sold in over
50 countries & a familiar sight in most of the Indian households. During the time of its
launch, it was primarily meant to be used as glue for woodworking while secondary
applications included uses in flooring, footwear & upholstery.

The adhesive brand, which is immediately identifiable to most Indians, has been so
popular that it has become a part of the popular culture. So much so that it is now
synonymous for any kind of adhesives and people use the word “fevicol” to indicate
adhesive irrespective of the real brand. It has to be agreed that Fevicol has reached this
stage by offering quality products continuously over five decades. But the credit for its
success also goes to the innovative, award winning commercials of fevicol which have
been immensely popular among the masses. In this brief study, an effort is being made
to explore the branding process of fevicol in the Indian market through an analysis of
the advertisements created by it.

While advertising used to be very simplistic in India till a decade ago, the global trends
are now fast catching up. The audience is more sophisticated and demanding now that
they were ever before. They not only expect to get useful information, but also want to
get entertained through the ads since they are spending their precious time watching
them. But at the same time there are linguistic, cultural and traditional values and
expectations that drive the buying decisions in India. So, “Honesty” can be considered a
prerequisite for selling a product in India. The there has to be a constant and credible
advertising effort all the time. Recall value as well as persuasion are important
differentiators in the Indian market.

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 CONTENTS

INTRODUCTION
THEORY OF ADHESION
ADHESION THEORY
ADSORPTION THEORY
ELECTRICAL THEORY
DIFFUSION THEORY
PRACTICAL VIEW-POINT
ADHESIVE RAW MATERIAL TYPES
NATURAL STARCH AND DEXTRIN
GELATINE (ANIMAL, FISH, VEGETABLE GLUES)
ASPHALT AND BITUMEN
NATURAL RUBBER
SEMI-SYNTHETIC CELLULOSIC
SYNTHETIC VINYLS
ACRYLICS
REACTIVE ACRYLIC BASES
SYNTHETIC RUBBERS
ALDEHYDE CONDENSATION RESINS
AMINE BASE RESINS
POLYESTER RESIN
POLYOLEFIN POLYMERS
INORGANIC
PHOSPHATE CEMENTS
HYDRAULIC CEMENTS
MISCELLANEOUS CEMENTS
ADHESIVE TYPES
CHEMICAL REACTIVE TYPES
MOISTURE
HEAT
THERMOPLASTIC TYPE
EVAPORATION OR DIFFUSION TYPES
SOLVENT BASED SYSTEMS
WATER BASED SYSTEMS
FACTORS INFLUENCING ADHESIVE SELECTION
POINTS TO CONSIDER:
SUBSTRATE MATERIAL
MECHANICAL PROPERTIES SUCH AS STRENGTH, RIGIDITY, ETC.
PROPERTIES OF THE SURFACE, E.G. CONTAMINATION, SURFACE TENSION

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SURFACE TREATMENT OF THE SUBSTRATES
THERMAL STABILITY
RESISTANCE TO PHYSICAL AND CHEMICAL LOADS
SIZE AND GEOMETRY OF THE BONDING AREA
HEALTH AND SAFETY AT WORK AND ENVIRONMENTAL PROTECTION
POTENTIAL HAZARD REPRESENTED BY THE ADHESIVE & AUXILIARY MATERIALS
POSSIBLE ALTERNATIVE ADHESIVES REPRESENTING A LOWER HAZARD
PROTECTIVE MEASURES
STORAGE AND TRANSPORT
MINIMIZATION OF WASTE, WASTE DISPOSAL
STATUTORY REGULATIONS
PROCESS MANAGEMENT:
PROCESS INTEGRATION, CYCLE TIME, NUMBER OF PIECES
SURFACE TREATMENT
REQUIRED VISCOSITY AND FLOW PROPERTIES OF THE ADHESIVE
APPLICATION METHOD (BEAD, FILM, SPOTS)
PROCESS PARAMETERS: TIME, TEMPERATURE, PRESSURE, ETC.
SECURING/POSITIONING, HYBRID JOINING
CURING, HAND STRENGTH
COMPONENT TOLERANCES (ALLOWABLE MARGINS)
QUALITY ASSURANCE:
MONITORING OF RECEIVED GOODS
STORAGE CONDITIONS
IN-LINE MONITORING, TEST METHODS
QA MEASURES FOR PRODUCTION STEPS
IN-SERVICE MONITORING
STRESS/LOADS:
THERMAL LOADS (TEMPERATURE, DURATION & RAPID TEMPERATURE CHANGES)
EXPOSURE TO MEDIA SUCH AS CLEANING AGENTS, SOLVENTS
AND OTHER CHEMICALS (E.G. COOLANTS)
EFFECT OF MOISTURE
RADIATION (E.G. UV RADIATION)
LONG-TERM STABILITY:
DEFINITION OF THE DESIRED SERVICE LIFE OF THE PRODUCT
SPECIFICATION AND EXECUTION OF SUITABLE AGEING TESTS WHICH
OPTIMALLY SIMULATE REAL AGEING PROCESSES.
SURFACE PREPARATION
METAL SURFACES
WOOD SURFACES
OTHER NON-METAL SURFACES
ADVANTAGES & DISADVANTAGES
ADVANTAGES AND BENEFITS OF ADHESIVES - ADHESIVE ADVANTAGES
DISADVANTAGES AND DRAWBACKS OF ADHESIVES:-
FEVICOL TYPE ADHESIVE – PVA

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CHARACTERISTICS OF ADHESIVE MATERIALS
PROPERTIES
THERMO-PHYSICAL PROPERTIES
PROPERTY
MELTING POINT: 60°C
BOILING POINT: 70-150 °C
FLASH POINT:>100℃
STORAGE TEMP. 2-8°C
SOLUBILITY :- KETONES, ETHERS AND AROMATIC HYDROCARBONS: SOLUBLE
FORM : PELLETS
COLOR : CLEAR
PH : 3.0-5.5
REACTIONS
USES & APPLICATION
MANUFACTURING PROCESS
EMULSION POLYMERIZATION
TYPES OF EMULSION POLYMERIZATION PROCESS
EMULSION POLYMERIZATION OF VINYL ACETATE
PROCESS FLOW DIAGRAM
BRANDING STRATEGY
FEVICOL ADOPTED A TWIN APPROACH OF
CONNECTING WITH THE CORE SEGMENT – THE CARPENTERS
WINNING HEARTS THROUGH HUMOUR
MARKET SURVEY
SYNTHETIC LATEX POLYMERS MARKET KEY PLAYERS
POLYVINYL ACETATE MARKET TRENDS, DEVELOPMENTS AND PROSPECTS:
THE FOLLOWING PIE CHART SHOWS WORLD CONSUMPTION OF POLYVINYL
ACETATE:
GLOBAL MARKET:-
APPLICATION INSIGHTS
REGIONAL INSIGHTS
VINYL ACETATE MONOMER (VAM) MARKET SHARE INSIGHTS
ADHESIVES STRENGTH TESTING
LIST OF ADHESIVE STANDARDS DEVELOPED BY ASTM
ADHESIVE MATERIAL CLASSIFICATION SYSTEM
ADHESIVES FOR PLASTICS
CONSTRUCTION ADHESIVES
METAL BONDING ADHESIVES
WOOD ADHESIVES
WORKING PROPERTIES
RAW MATERIAL SUPPLIERS
ETHYLENE
OXYGEN
ACETIC ACID

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MACHINERY SUPPLIERS
AMBICA BOILER & FABRICATOR
RAW MATERIAL PHOTOGRAPHS
ETHYLENE
ACETIC ACID
MACHINERY PHOTOGRAPHS
REACTION KETTLE OF STAINLESS STEEL CONSTRUCTION
REFLUX TYPE CONDENSER
M.S. TANK FOR MONOMER
S.S. TANK
OIL FIRED STEAM MINI BOILER
MOTORS & PUMPS
PRODUCT PHOTOGRAPHS

APPENDIX – A:
01. PLANT ECONOMICS
02. LAND & BUILDING
03. PLANT AND MACHINERY
04. OTHER FIXED ASSESTS
05. FIXED CAPITAL
06. RAW MATERIAL
07. SALARY AND WAGES
08. UTILITIES AND OVERHEADS
09. TOTAL WORKING CAPITAL
10. TOTAL CAPITAL INVESTMENT
11. COST OF PRODUCTION
12. TURN OVER/ANNUM
13. BREAK EVEN POINT
14. RESOURCES FOR FINANCE
15. INSTALMENT PAYABLE IN 5 YEARS
16. DEPRECIATION CHART FOR 5 YEARS
17. PROFIT ANALYSIS FOR 5 YEARS
18. PROJECTED BALANCE SHEET FOR (5 YEARS)

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 COST ESTIMATION

Plant Capacity 0.8 MT/Day

Land & Building (400 sq.mt.) US$ 2.34 Lac
Plant & Machinery US$ 26 Th.
Working Capital for 1 Month US$ 44 Th.
Total Capital Investment US$ 3.23 Lac
Rate of Return 49%
Break Even Point 44%

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