The brand Fevicol was first introduced in India in 1959 as an easy-to-use glue for carpenters as a replacement for collagen and fat-based adhesives that required melting before use. This adhesive is distributed in 54 countries, including over 50,000 places in India, and includes a wide range of consumers, artisans, engineers, and industrial adhesives.

In this first part of the case study, top business coach and motivational speaker Dr. Ujjwal Patni shares an extensive and detailed case study of a home-grown and most trusted product, Fevicol, and its parent company, Pidilite. The video discusses the reasons behind its success and how it has managed to remain the public’s favourite.


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