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Bond With Pidilite Case Study 1
Bond With Pidilite Case Study 1
About Pidilite
Since its inception in 1959, Pidilite Industries Limited has been a pioneer in consumer and specialities
chemicals in India.
From adhesives, sealants, waterproofing solutions and construction chemicals to arts & crafts, industrial
resins, polymers and more, our product portfolio is as diverse as it is ever-evolving. With a robust and
growing network, our products are accessible across demographics and geographies.
Today, we are the market leader in adhesives and our brands have become trusted household and
industrial names across the country and beyond.
Background
With more than 30 years of legacy, Fevikwik is the pioneer of instant adhesives in India, and the category’s
undisputed market-leader. While many duplicate brands, me-too players, and aggressive Chinese-imports
vie with their cheaper offerings, Fevikwik’s dominant leadership stands unwavering.
Years of strategic interventions, iconic campaigns, solid distribution strength and product efficacy,
have made it a household name aiding year-on-year growth.
Unlike FMCG or other consumption goods categories, where new usage occasions can be created with
relative ease, increasing consumption in a category such as repairs isn’t easy. After all, the category is
dependent on a very unpredictable variable – Breakage!
Fevikwik’s equity is very high with near 100% brand awareness and available in 3.6m+ outlets in India
(50% of FMCG universe). It enjoys a 85% + share of the category.
The last strategic shift in communication had added new users by speaking to women and building
their confidence to repair. This bolstered the brand’s user base, gave great increments, and bagged
multiple awards.
On the back of such growth, the task now is to chart the next strategic course and aiding brand growth
Consumer Speak
Consumers First:
• Go Beyond Surveys: Meet, Speak, empathise, understand - Live through the consumers life to
get real insights
• Go beyond what they say - but also look for latent needs
• Go Beyond Problems: Look for betterment in consumer’s life
Plan to Execute:
• Make a plan, that is realistic - that you could yourself execute subsequently