Company background:

Pidilite Industries Limited is the largest adhesive manufacturer in India. It also

has worldwide presence in adhesives, art material, construction chemicals and
other industrial chemicals. The company was founded in 1959. Pidilite
Industries was incorporated in 1969 is a well-known name in adhesives market.
Pidilite is the market leader in adhesives and sealants, construction chemicals,
hobby colours and polymer emulsions in India. Its brand name Fevicol has
become synonymous with adhesives to millions in India and is ranked amongst
the most trusted brands in India. Fevicol, the premier brand of the company
ranked among the Top 15 Indian brands by FE Brandwagon Year Book 1997.
The Company's product range includes Adhesives and Sealants, Construction
and Paint Chemicals, Automotive Chemicals, Art Materials, Industrial
Adhesives, Industrial and Textile Resins and Organic Pigments and
Preparations.

Pidilite was the first company in India, which started production of violet
pigment in the year 1973. In 1984, the company's consumer product division
was born and on 1989 entered into fevicryl acrylic colours transform fabric and
multi-surface painting market. The Company made its maiden public offering of
equity shares in the year 1993. During the year 1995, plants of the company in
Mumbai and Vapi acquired an ISO 9001 certification. Also the plant at Mahad
received an ISO 9002 certification in the same year. In 1999, Pidilite had
acquired 'Ranipal', leading brand of optical whitener and subsequently acquired
'M-Seal', leading brand of epoxy compounds in the year of 2000. In the identical
year of 2000 itself, Fevicol campaign won the Silver ABBY for the Campaign
of the Century in India. The Company had launched Dr.Fixit range of
Construction Chemicals in the year 2001 and had acquired 'Steelgrip', leading
brand of PVC insulation tape in India during the year 2002. Pidilite had again
acquired the Roff' brand of Construction Chemicals in the year of 2004. A
wholly-owned subsidiary in Singapore, under the banner 'Pidilite International
Pte Ltd was incorporated by the company in the year 2005 for its international
operations, encompassing the acquisition of overseas companies and joint
ventures. Also in the same year 2005, Pidilite had acquired Chemson Asia Pte
Ltd, an existing Singapore-based in the business of manufacturing waterproof
coating and emulsion paints, thereby adding to its existing, and rapidly-growing
construction chemicals and paints range and the company had took over Jupiter
Chemicals in Dubai. During the year 2006, Pidilite had acquired Tristar Colman
brand and business, Tristar Fine Art, is a market leader in brushes for drawing
and painting and Bamco Thailand, a Construction Chemical company. Also
Pidilite had acquired the business and assets of Sargent Art Inc through a
subsidiary Pidilite USA Inc, Delaware. The Company had established its R&D
centre in Singapore under the banner 'Pidilite Innovation Centre Pvt Ltd.'
Pidilite had de-merged VAM manufacturing unit at Mahad of Vinyl Chemicals
(India) Ltd into the company with effect from 2007. During 2007-08, Fevicol
1K PUR and Fevicol Kwikgrab were introduced by the company to take care of
special applications in building construction segment. Pidilite with its wholly-
owned subsidiaries had acquired assets and business of branded sealants and
adhesives from Hardcastle&Waud Manufacturing Co. Ltd and associates. The
Company had acquired Bhimad Commercial Co. and Madhumala Traders by
investing Rs 170,000 each in February of the year 2008. Fevicol has been
ranked No. 1 in Household Care Segment in June 2008.

On 9 February 2018 Pidilite Industries announced that it has completed the

acquisition of 70% equity shares of CIPY Polyurethanes Pvt. Ltd. CIPY is
engaged in the business of manufacture and sale of floor coatings using
polyurethanes epoxies polyurea and polyaspartic polymers. CIPY is one of the
well-known floor coating companies in India.
 Timeline with key milestones and their strategic impact
Yea Pidilite
r
1959 Founded in 1959
1969 The Company was incorported as a private limited company on 28th
July under the name of Parekh Dychem Industries Pvt. Ltd., to acquire
and take over on a going concern the business carried on by a
partnership firm M/s. Parekh Dychem Industries established in 1961
and having a factory in Mumbai. The Company was promoted by
BalvantrayKalyanji Parekh along with his brothers. The brand names,
are being Fevicol, Fevibond, Fevigum, Pidifix, Pidivyl, Pidicryl,
Acrolise, etc.
- The Company undertook to set up synthetic resin project with a
capacity resin project with a capacity of 3000 TPA at Mahad
Industrial area in Raigad district, Maharashtra. Also undertook to set
up a constructions chemicals project at Taloja industrial area,
Taloja, Maharashtra.
1984 Three other companies in the same group viz., Kodivita Pvt. Ltd.,
erstwhile Pidilite Industries Ltd., and Triveni Chemicals Ltd. were
amalgamated with the Company effective 1st July, 1st April 1989 and
1st April 1992 respectively.
- Effective 1st July, Kondivita Pvt. Ltd. amalgamated with the
Company after necessary approvals. The shareholders of erstwhile
Kondivita Pvt. Ltd., were allotted 41,000-15% preference share of Rs
10 each and 19,500 shares of Rs 10 each.
- 54,000 I and II Pref. - 4% shares allotted to promoters. 26,000 No.
of equity shares allotted to promoters originally: 26,000 Rights
Shares issued in prop. 1:1 in 1980, 52,000 bonus shares issued in prop.
1:1 in 1981.
1985 I & II Pref. 4% shares redeemed. 12% redeemable shares upgraded to
15%. 19,500 No. of equity shares and 41,000-15% Pref. shares
allottee to Kondivita Pvt. Ltd. on amalgamation. 54,000-15% Pref.
shares allotted to promoters & in lieu of 1st and 2nd 4% Pref. shares.
1986 The Name of the Company was changed to PDI chemicals private
limited on 1st July, and then to PDI chemicals limited, on 28th
October, 1988. Name was once again changed to Pidilite Industries
Ltd., on 21st February, 1990.
1989 Effective 1st April, Pidilite Industries Ltd. was amalgamated with the
Company. As per the scheme of amalgamation, 1,93,500 No. of equity
shares of Rs 10 each and 72,000-15% preference shares of Rs 10 each
were allotted to the shareholders of erstwhile Pidilite Industrial Ltd.
1992 As per the Scheme of Amalgamation approved by High Court of
Mumbai, Triveni Chemicals Ltd., (TCL) was merged with the
Company effected 1st April. Accordingly 90588 No. of equity shares
of Rs 10 each and 40,000-15% preference shares of Rs 10 each were
allotted to the erstwhile shareholders of TCL. 38,49,034 shares
allotted in prop. 72:10 to promoters on 29.1.93.
1993 15,36,378 shares issued at a premium of Rs 100 per share in October.
Of which 1,50,000 shares issued on preferential allotment basis to
Viny Chemicals India Ltd. (only 1,35,000 shares taken up). Balance
13, 86, 378 shares along with 1,50,000 shares not taken up were issued
to the public (all were taken up).
1994 The projects for SBR Latices, AZO Pigments and CarbazoleDioxiene
Violet Pigments were commissioned.
- Apuraj Chemicals Ltd., was amalgamated with the Company. As
per the scheme of amalgamation, 66,000 No. of equity shares of Rs 10
each were allotted to the shareholders of erstwhile Apuraj Chemicals
Ltd.
- Vapkon Finance & Industries Ltd., Fevicil Adhesives & Chemicals
Ltd. and Pidifin Finance and Investment Ltd., are subsidiaries of the
Company.
- 60,000 No. of Equity shares of Rs. 10 each to be issued and allotted
to equity shareholders of the erstwhile Apuraj Chemicals
Ltd. pursuant to the scheme of amagalamtion.
1995 Expansion project at Taloja was commissioned with an overall plant
capacity of 2400 TPA of construction chemical.
- The Company's technical collaboration agreement with Schomburg&
Co., KG. Germany for transfer of technical process know-how and
specifications of the plant etc., was extended till 8th September.
1996 The first phase of grass root plant for manufacture of synthetic resins
of various types was commissioned in March at Mahad with a capacity
of 7800 TPA. In the second phase, a loop process plant for continuous
emulsion polymerisation was to be commissioned.
- Introduction of several new products in technical collaboration with
M/s. Crown Berger Ltd., U.K.
- The Company allotted 61,17,200 No. of equity shares of Rs 10 each
as bonus shares in the ratio of 1:1. 3,800 shares were kept in
abeyance due to dispute relating to the title of the same.
1997 600 bonus shares allotted from Bonus Share Issue Suspence Account.
1997 - The company has set up three wind mills of 230 kv each at Village
Pransla near Dhank In Gujarat.
- The Pedilite Industries Limited, manufacturer of the popular Fevicol
brand of adhesives, is actively scouting around for buyers
 For its chemical and specially resins business. The company has been
in talks with several international players in a bid to either sell
Off the business or enter into a joint venture.
1998 Triveni Chemicals, another group company was also merged with PIL
in 1992. PIL's consumer products division was set up in 1984.
- The Board of Directors gave their approvals for the amalgamation of
PGP Engineering works Ltd and Pidilite Finance Ltd. with the
company itself effective 1-4-99. Also, Nebula Chemicals Ltd.
manufacturers of certain grades of adhesives, was to be amalgamated
with the company subject to necessary approvals.
- 2,800 bonus shares kept in abeyance allotted.
1999 Pidilite Industries is re-engineering itself into a pure brand-oriented
marketing company and is hiving of its manufacturing
facilities into a joint venture with a strategic partner.
2000 The Company has acquired from Mahindra Engineering & Chemical
Products Ltd (MECP), subsidiary of Mahindra & Mahindra Ltd, their
adhesives and sealants business consisting of the brand M-Seal and
Mr. Fixit along with goodwill of MECP's adhesives and sealants
business.
2001 Pidilite Industries Ltd has posted 5.76% lower net profit at Rs.12.76cr
for the second quarter as compared to Rs.13.54cr in the
same period last year.
2002 Income Tax Department has issued a notice to Pidilite Industries Ltd,
for an additional income tax liability of Rs.16cr.
-Pidilite Industries has taken over an insulation tape brand called Steel
Grip, for Rs.8cr from Bhor Industries.
-Pidilite Industries is expanding its presence in Fabric care, car care
and stationery segments as part of its strategy to broadbase
itsprodut portfolio.
2003 Pidilite Industries has tied up with ChotaJadugar, the 3D movie
distributed by Srinagar films to help its new launch
AcronRangeelaColours
-Pidilite unveils new liquid pipe sealant
-Pidilite unveils Fevicol Marine
2005 Pidilite enters into snack market with 'Chikkers'
-Pidilite Industries has acquired Dubai-based company UCC,
manufacturer of construction chemical brand Probuild for an
undisclosed amount.
-Company has splits its Face value of Shares from Rs 10 to Re 1
2006 Pidilite Industries Ltd has informed that the Board of Directors of the
Company at its meeting held on October 17, 2006 has noted the
resignation of Shri Amit Roy, Director and Whole time director with
 effect from December 31, 2006.
-Pidilite Industries Ltd has informed that the Board of Directors of the
Company at its meeting held on December 02, 2006, Shri. V S Vasan
has been appointed as an Additional Director and also as Whole Time
Director of the Company with effect from December 02, 2006.
2007 Pidilite Industries Ltd has appointed Mr.MandarM.Tambe as the
Company Secretary, Compliance Officer under Clause 47(a) of the
Listing Agreement and Compliance Officer under SEBI (Prohibition of
Insider Trading) Regulations, 1992 in place of Mr.P.C.Patel, who was
holding the said position till 30/11/2007.
2008 Pidilite Industries Ltd has appointed Shri. Bharat Puri as an Additional
Director of the Company with effect from May 28, 2008.
2009 Pidilite Industries Ltd has informed that Shri. Debu Bhattacharya has
been appointed as an Additional Director of the Company with effect
from February 26, 2009.
2010 Pidilite Industries has given the Bonus in the Ratio of 1:1
2011 -Ms. Savithri Parekh has been appointed as the Company Secretary
and Compliance Officer.
PidiliteInds - Appointment of Foreign Currency Convertible Bonds
(Share Allotment).
-Shri Sanjeev Aga has been appointed as an Additional Director of the
Company.
2012 Pidilite Industries Ltd has entered into a Joint Venture Agreement with
Hybrid Coatings for manufacture of construction chemicals and to
establish a JointVenture Company in India for this purpose.
-Pidilite Industries Ltd has the name of the Registrar & Share Transfer
Agent (RTA) of the Company has been changed from TSR
Ranked among the best 100 brands of 2014 by Economic Times.

Pidilite Industries Acquisition of Adhesive Business of Blue Coat

2014 Private Ltd. - Pidilite Industries along with its Wholly owned
subsidiary Pidilite International Pte Ltd. has incorporated a private ltd
subsidiary Company in for manufacture of adhesives, mastics, paints,
varnishes or similar coatings, printing, writing and painting inks etc.
Pidilite Industries Limited along with its Wholly owned subsidiary
2016 Fevicol Company Limited has incorporated a Company in the name of
"WOOD COAT PRIVATE LIMITED"

Vision, Mission, Goals, and Strategic Themes

 Pidilite
Vision
To Be The Most Innovative Research and Technical Competence Center for
Sustaining “Innovation-Driven” Growths for Pidilite Group of Companies
globally.
 
Mission
Invite, invest, and embrace talented people and scientists for great challenges
ahead
Support, serve, and satisfy all valuable customers with our innovative
products and excellent technical competency
Innovate with our customers to provide total product satisfactions and
business growths
 
Goals
Be a business leader by promoting innovation and achieving Global
Standards.
Delight customers by offering quality products and services.
Instill a 'Can Do' attitude, nurture team spirit, learn continuously and achieve
a high level of employee satisfaction.
Adopt ethical, safe and environment-friendly practices.
 
Strategic themes
To enable industrial product like Fevicol to carve out its niche as a consumer
brand. To focus on future outlook of the company to retain its dominating
position in the Indian market in light of increasing competition from
multinationals and the unorganized sector.

Key Product and Service Portfolio

Pidilite: The product portfolio of Pidilite is:

 Adhesive and Sealants
 Construction and Paint chemicals
 Art materials and others
 Industrial resins
 Industrial Adhesives
  Organic pigment and preparations

Core Competencies of the firm

Pidilite: Pidilite Industries, one of the biggest companies in the adhesives
industry, has stuck to its core competency of manufacturing various kinds of
adhesives used across different industries. With a portfolio of brands including
Fevicol, Dr Fixit, M-seal and Fevistik, the company has been able to carve out a
market share of close to 45% in the adhesives and sealant market.

Fevicol Marketing Mix:

Product:
Fevicol is an adhesive product and has a great range of products for both industrial and
household usage as a glue. Fevicol is white in colour and a semi liquid paste in its
appearance. It is also known for its easy to use and much faster in sticking the
materials. There are different products available under Fevicol which are special in each
way by differentiation they provide like, vibration resistance, shock resistance and fire
resistance. Fevicol also has other products with traits such as versatility, non-staining
and bond strength. The products that are sold in these categories include: Fevicol MR –
used in wood, plywood, paper and fabrics; Fevicol SH – a resin paste used for surfaces
that are porous. Mostly used in sports products. Fevicol has launched a new improved
version of SH called SH Xtra. Under Fevicol it has other products like SR 505, FOAMFIX,
HI-PER, PRO-BOND etc., which are used for different purposes and situations. This gives
an insight in Fevicol product mix strategy.

Price:
Fevicol has got wide product offering, which means a diverse pricing strategy. Fevicol is
available in different SKU’s ranging from 125 grams to 50 Kg. these are available in
plastic containers. As Fevicol has a reliable customer base who are confident about the
quality of products offered by Fevicol it enjoys a kind of monopoly in the market. This
helps Pidilite in premium pricing the products marginally higher than the industry
standards. So it follows a strategy called mid-level premium pricing. Fevicol SH is
available at Rs. 825 per 5 kg can and SR 505 at Rs. 200 per litre. Also can be a value
based pricing strategy in its marketing mix as customers find the product a value for
money. And for launching new products which fit into the family of Fevicol it follows
target costing where it arrives at a specific price where consumers are willing to pay and
then it designs and manufactures the product meeting that specific price. It also uses
promotional pricing wherein it sells products below the list prices to attract new
customers.
Place:
Fevicol products are available almost everywhere in India, as they cater to both end
users and enterprise clients. Fevicol is Asia’s largest selling adhesive brand so it is
present widely across most of the countries in Asia and 54 countries in the world like
India, China, Indonesia, japan, Thailand and Singapore and many more. In India Pidilite
has nearly 65000 retail stores selling Fevicol products across the country in 50000
locations covering every nook and corner. Its distribution channels include everything
from a superstore to convenient store and hyper market. Some of Fevicol’s products are
sold online also.
Pidilite also has franchisers selling its products apart from the conventional wholesalers
and retailers.

Promotion:
Fevicol has been a pioneer in innovative advertising in its promotional strategy. All the
campaigns from Fevicol are creatively brilliant and very cost effective also. These two
factors are the major drivers in its promotional practices. Fevicoluses promotional
prices to attract customers, Television commercials, hoardings at important places in
cities and towns. It also invests in PR activities and below the line advertising activities
like displays, meetings with users like carpenters and some contests also. Fevicol is
known for its commercial advertisements which everyone remembers. Also, its
advertisements are given in programs of high TRP ratings like cricket matches and
primetime shows, to make sure it reaches to maximum audience. Fevicol is spending
huge amounts on advertisements off late according to their strategy. It also uses mass
media like print advertisements and online marketing. Hence, this covers the Fevicol
marketing

SWOT Analysis:Pidilite
Strength 1. The advertising and marketing of Pidilite has been very
strong, especially the Fevicol ads have become a viral hit
among the masses.
2. The name Fevicol has become synonymous with adhesives
and has almost become a generic for anything that sticks. This
also has helped other brands of Pidilite such as Fevistik,
Fevikwik, etc. in their sales. 
3. Fevicol and M-seal alone account for more than 50% of the
 total revenue of Pidilite, which eases the pressure on the sales
of other brands and businesses.
4. Brand recall and value are extremely strong for Pidilite and
have become the star attraction for many television
commercials.
5. Fevicol ads have also won accolades and awards at major
advertising award festivals and shows.
6. Strong R&D center to cater to the growing need for
innovative products and services.
Weakness 1.Acquisition of the Cyclo brand of car care products is a weak
factor as India exhibits a very fragmented market for the same
with very little customer loyalty.
2. Revenue generation is over dependent on Fevicol and M-
seal which results in reduced investments on other brands and
businesses.
Opportunity 1.Pidilite organizes many creative competitions for students
and young scholars, such as the 'International Creative Contest'
where approx. 800,000 students from 3000 schools
participate.It also helps in promoting the brand very well.
2. The chemical industry in the world in growing very strongly
and focus on emerging economies in other parts of the world
such as Brazil, South Africa, China, Singapore, Thailand and
East Africa is a great opportunity to establish stronghold in the
international market.
Threats 1. The manufacturing cost of Pidilite’s products is largely
dependent on crude oil and petroleum prices which are
fluctuating by the minute.
2. Competitors are equally hard pressed on delivering
innovative products and services.

Future Growth Strategy for the organization

4.1.1Based on BCG Matrix
 Product Portfolio: Pidilite

5000%
2500%

2000%
1000%

500%

1000%

1.2 Company’s Strategic Roadmap for future

Pidilite Near Term (<- 2 Mid Term (2-5 Long Term (5-10
years) years) years)
Growth Areas Operational Corporate Sustaining the
Efficiency Governance strength of its
contents and
getting grip over
newer channels
High Level Tasks Develop the Adhere to the Changing with
ability to keep the highest levels of time, timely
cost under check transparency, identification of
coupled with accountability need gap of
sound sales and ethics in all customers and
strategies. its operations, at embracing the
the same time technology.
fully realizing its Strengthening the
social digital presence.
responsibilities.
Potential Benefits Improved Improved Trust Competitive
to be achieved circulation mix, and better returns advantage from
better control on to shareholders, peers, by
costs of sales, satisfied sustaining the
control over customers and strength of its
newsprint cost better business. contents and
fluctuations could brand and always
be established. be a winner.
Improved ranking
and market
position