Fevicol

The Fevicol logo

Fevicol is a brand of adhesives owned by the Indian company Pidilite.

History

First marketed in India and in 1959, the brand was launched as an easy-to-use glue for carpenters as replacement for collagen and fat based adhesives (colloquially known as "saresh") that required boiling prior to application. Including an extensive range of consumer, craftsmen, engineering and industrial adhesives under the label, Fevicol is marketed in 54 countries, including over 50,000 locations in India.

Product descriptions

The most common Fevicol branded glue is a white Synthetic resin adhesive (the company brochures mention poly-synthetic resin). It appears as a white viscous paste. The company makes several variants of the product designed for attributes like bonding strength, Impact resistance, time to set, sagging, shrinkage, versatility, fire resistance, shock and vibration resistance, Non-staining etc.[1]

"Fevicol MR" is used for bonding paper, cardboard, thermocol, fabrics, wood, and plywood.[2]

"Fevicol SH" is a synthetic resin adhesive intended for wood working and various materials where one of the surfaces to be bonded is porous. SH strongly binds wood, plywood, laminate, veneers, MDF and all types of boards and cork; it is also employed in the manufacture of sporting goods and book binding. SH achieves handling strength in 8 to 10 hours, fully curing in 24.

Fevicol is used in a generic sense by consumers in India to mean white glue. Fevicol, the largest selling brand of adhesives in India, has added another feather in its cap with the roll out of ‘Fevicol SH Xtra’. Fevicol SH Xtra is an improved, new generation variant of Fevicol SH, the flagship brand under Pidilite industries. Fevicol SH Xtra will be launched in Hyderabad initially, followed by country wide launch in phased manner. [3]

Initiatives

Fevicol Furniture Books have been in print since 1989, now totalling 50 titles with a print run of over 11 million print; the books showcase furniture designs with illustrations and measurements.

Fevicol in popular culture

In India, "Fevicol" is commonly used as a metaphor for strong bonding or stubborn stickiness, with amble instances in Bollywood movies, topical jokes, and mundane conversation. "Fevicol Se" was the title of a song from the film Dabangg 2.[4]


Catch phrases from Fevicol TV ads include "Dum laga kar haisya, zor laga kar haisya"; "Fevicol ka mazboot jodh hai, tootega nahi".[5]

References

  1. ↑ Fevicol Brands Brochure
  2. ↑ Fevocol MR
  3. ↑ http://www.indtoday.com/pidilite-launches-fevicol-sh-xtra-in-hyderabad-indtoday-com/
  4. ↑ Fevicol Se
  5. ↑ Shukla, Tanvi (11 June 2008). "It's the pitch that keeps Fevicol's stickiness alive". DNA Money. Retrieved 2009-06-28.

External links