Now Reading: How Pidilite Uses Design to Keep Fevicol Relevant
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How Pidilite Uses Design to Keep Fevicol Relevant
Pidilite’s in-house design studio links packaging, product development and consumer research across brands such as Fevicol, Fevikwik, Dr. Fixit and M-Seal, ET Brand Equity reports. Set up around 2006, the studio was…
The Story in Brief
Pidilite’s in-house design studio links packaging, product development and consumer research across brands such as Fevicol, Fevikwik, Dr. Fixit and M-Seal, ET Brand Equity reports. Set up around 2006, the studio was led initially by Pooja Tandon, now the company’s chief design officer. Tandon says the function became fully operational after Pidilite saw how design could support business results, rather than produce isolated artwork.
The studio works with packaging and sales teams to preserve product quality and recognisable brand assets while controlling costs. Fevikwik has retained its five-rupee price point through changes to pack sizes, printing and packaging technology, according to Tandon. For Fevicol, Pidilite replaced the traditional cap with a push-and-pull bottle and refreshed its elephant logo with collectible themes aimed at newer consumers.
The Indian Opinion
The lazy view is that Pidilite succeeds mainly through memorable advertising, while the opposing claim treats every redesign as proof of innovation. Both miss the practical work described here: packaging must survive retail, control costs and solve everyday problems. Nostalgia can attract buyers, but repeat use will depend on whether the new Fevicol bottle prevents dried glue and lost caps. Retail feedback and sales of the refreshed pack will be the clearest test.
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
