MODULE 1

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 1.1 INTRODUCTION TO THE FIRM

PIDILITE
A consumer and specialty chemical company Pidilite Industries Limited (Pidilite) was
established on 28th July 1959.Pidilite Industries Limited is a company that manufactures
adhesives in India. Produces products that can be categorized by consumer products: art
objects and fixed objects; food and textile care; automotive products and attachments and
sealants; and specialized industrial products: industrial attachments; industrial pigs; industrial
resins and textiles, leather chemicals, construction chemicals and other industrial chemicals.

Pidilite’s core manufacturing consists of 55% of adhesives and sealants followed by 20% of
construction and paint chemicals, 9% of art and craft materials, 6% of pigments and
preparations, 5% of Industrial reisins and least being 4% of Industrial adhesives.

In 1984 the company's consumer products division was born and in 1989 the company
entered the fevicryl acrylic color converting fabric and multi-purpose paint market. The
company made its first public offering of equity shares in 1993. In 1995 the company's plants
in Mumbai and Vapi received ISO 9001 certification.

Fevicol is the company's leading brand listed among the top 15 Indian products by FE
Brandwagon Year Book 1997. Two years later in 1999 Pidilite had acquired the advanced
'Ranipal' optical whitener and subsequently received the 'M- Seal 'of the main type of epoxy
compounds. In the year 2000. In the same year 2000 itself Fevicol campaign won the Silver
ABBY Centenary Campaign in India. The company introduced Dr. Fixit range of
Construction Chemicals in 2001 and had acquired the leading 'Steelgrip' type of PVC
insulation tape in India in 2002. Pidilite had also discovered the `Roff 'type of Building
Materials in 2002. 2004. A wholly owned subsidiary of Singapore under the proclamation
'Pidilite International Pte Ltd was incorporated by the company in 2005 through its
international operations which include the acquisition of overseas companies and partnerships

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 1.2 PRODUCTS AND SERVICES

OTHER PRODUCTS

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FEVICOL: Pidilite’ s main responsibility is the Fevicol family of products. Fevicol has
become a household name today. The brand has introduced many new products that have
changed the way carpentry works in India.

FEVICOL MR: The great power of Fevicol MR is its high binding capacity. It is used to
assemble various substrates such as cardboard, paper, polystrene, wood and other materials.
Popular for its high quality, easy use and outstanding advertising, this white synthetic glue
has reached the hearts and minds of millions.

DR.FIXIT: Dr.Fixit provides comprehensive waterproofing system solutions for new home
or renovation. The product list includes new construction and repair waterproofing solutions
for all critical areas such as Roofs, Exterior Walls, Building, Foundation, Interior Walls,
Bathrooms and Waterfalls.

FEVI KWIK: This adhesive glue works in seconds to repair broken items, no matter what
material, metal, wood, plastic or paper. Fevikwik is also the perfect partner for all DIY home
and arts and crafts projects.

M-SEAL: M-seal is a multi-purpose component with 4 main applications - sealing,

assembling, repairing and building. Its flexibility and ease of use make it widely used in all
parts of many industries, as well as families (DIY) that I can use to repair broken articles, fill
gaps, cracks and connect leaks in pipes and joints.

FEVISTIK: Fevistik made the adhesive clean and easy by using its flexible gluestick form.
Today, Fevistik is the most widely sold gluestick in India and is similar to the class.
Available in four simple size packs of 5g, 8g, 15g and 22g.

HOBBY IDEAS: Pidilite launched Hobby Ideas in February 2002 as India's first series of
art, arts and entertainment stores offering more than 2500 products, expert advice and
exciting educational forums.

FEVICRYL: Fevicryl, one of India's largest arts and crafts brand, aims to rekindle this love
with many new products that combine colors and materials.

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 1.3 COMPETITORS

The competitors of Pidilite in adhesives are mentioned below

• Jivanjar(Jubilant agri & consumer products)

• Euro 7000
• Araldite
• Henkel
• Bluecoat
• Anabond
• Astral Adhesive (parent company)
• Sub company - Bond Tite
• Dendrite

JIVANJAR (JUBILANT AGRI & CONSUMER PRODUCTS): Jivanjor, the 2nd

Largest Adhesive Brand in India, offers the best adhesive grade made using state-of-the-art
technology. The brand offers adhesive materials that are ready to use, suitable for many wood
bonding purposes. They are the most popular and effective adhesives in the woodworking
industry, used in home decoration, office decoration, center decoration, kitchen decoration,
wall decoration and garden decoration.

EURO 7000: Euro 7000 is the leading adhesives system in India. An ISO 9001: 2015
certified company “JYOTI RESINS AND ADHESIVES LIMITED” released its kind of
EURO 7000 in 2006.

ARALDITE: The powerful Araldite glue helps build bridges, assemble race cars and make
flight wings. That is why we call them 'professional adhesives' and you can buy the same
products in easy-to-use tubes and syringes to wrap almost anything, including glass, pottery,
leather, wood, metal, masonry, rubber and many other strong plastics.

.HENKEL: Globally, Henkel operates with the latest innovations, brands and technologies in
three business areas: Adhesive Technologies, Beauty Care and Laundry & Home Care, while
in India it operates in two business areas: Adhesive Technologies and Beauty Care.

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1.4 MILESTONES ACHIEVED

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 1.5 MARKETING SCENARIO IN INDIA

Fevicol and M-Seal have a market share of approximately 70% in the domestic market,
Pidilite has 23 plants in India with 25 Co-manufacturers. It is planning to add 12 more plants
in the year 2022.

The company has manufacturing plants in other countries like:

• Singapore
• Brazil
• Egypt
• Thailand
• United States
• Dubai
• Sri Lanka
• Bangladesh

There are 30 warehouses in India along with 8 regional offices and 2 research development
centers.

Pidilite distribution channels to reach end consumers are:

• Stationery Shops
• Grocery Shops
• Automotive Spare Part Shops
• Paan Shops
• Wood Marts

Pidilite is the second most penetrated company in paint shops after Asian Paints and it is
available with 40,000 dealers out of 60,000 outlet universe.Pidilite gets 56% of its revenue
from Adhesives and Sealants, 20% of its revenue from Construction/Paint Chemicals, and 8%
from Art/Craft materials.

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