The Journey of Parekh and Pidilite: Transforming Adhesives into a Household Name
Introduction
The story of Balvantray Parekh is one of innovation, marketing genius, and a commitment to quality. He played a pivotal role in transforming a simple adhesive product into a household name—Pidilite Industries—known for its flagship brand, Fevicol. This narrative explores Parekh’s journey, his marketing prowess, and the lasting impact of his work.
Early Life and Career
Humble Beginnings
Balvantray Parekh was born in Mahuva, a small town in Gujarat, a century ago. After achieving a law degree from Government Law College in Mumbai, he chose a different path and initially worked in a dye and printing press. Following this, he joined a wood trading firm, which laid the foundation for his entrepreneurial spirit.
Entry into the Chemicals Market
Parekh eventually became a chemicals trader, where a chance meeting with a distributor from a German chemical company named Hoechst changed his life. This partnership exposed him to the international market for chemicals. However, when Hoechst decided to start its own manufacturing facilities in India, Parekh seized the opportunity to venture out on his own. In 1954, he founded Parekh Dyechem Industries alongside his brother Sushil, which was later renamed Pidilite Industries in 1990, just before its public debut.
The Birth of Fevicol: Revolutionizing Adhesives
Innovation in Adhension
The original product that Parekh introduced was a synthetic resin adhesive, which was a significant improvement over traditional natural adhesives made from starch. Unlike starch adhesives that required melting and were less effective, Parekh’s synthetic resin offered a more efficient solution.
Vision for Retail
Parekh envisioned his product reaching beyond industrial usage into the retail market. He understood that there was a broader audience that could benefit from a reliable adhesive.
The Magic of Marketing
Creative Advertising Campaigns
To turn Fevicol into a household name, Parekh hired the advertising agency Ogilvy & Mather. They created a memorable logo featuring two elephants, symbolizing strength and reliability. Piyush Pandey, a major creative influence at the agency, conceptualized the famous tagline “Dum laga ke haisha,” which translates to “Put strength into it.”
Each advertising campaign was designed to be light-hearted and relatable, showcasing everyday situations where Fevicol was the unsung hero. For instance, a 1985 ad depicted various people using Fevicol to bond different objects creatively, while another campaign featured the Fevicol Express—a train carrying assorted items firmly stuck together with the adhesive.
Engaging with the Audience
What set Pidilite apart was its ability to connect with everyday life. During high-profile events such as the cricket World Cup, Pidilite launched humorous ads that celebrated India’s victories, further embedding Fevicol into the cultural fabric. One memorable ad showed a spectacular catch being made, accompanied by the tagline "Fevicol ka jod, mazboot jod," meaning "Fevicol’s bond is a strong bond."
Recognition and Impact
By 1997, Pidilite was recognized among the top 15 brands in India, marking a significant milestone in its journey. These accolades speak volumes about how Parekh and his team successfully transformed Fevicol into an iconic brand synonymous with quality and reliability.
Beyond Business: A Life of Learning and Sharing
A Man of Many Interests
Balvantray Parekh was not just a businessman; he was also a voracious reader with a keen interest in literature, science, and philosophy. His diverse library reflected his multifaceted personality. He was often described as possessing a "humane, scientific temperament," and he had a strong interest in general semantics—a discipline that examines the relationship between language, thought, and behavior.
Philanthropic Endeavors
In 2009, Parekh established the Balvant Parekh Centre for General Semantics and Other Human Sciences in Baroda, Gujarat. His goal was to spread knowledge about general semantics, influenced by Alfred Korzybski, the discipline’s founder. This center has hosted various academic activities, including the annual Balvant Parekh Memorial Lecture, featuring notable speakers from diverse fields.
A Legacy that Lasts
Balvantray Parekh passed away in 2013, but he successfully transitioned the company leadership to his sons, Madhukar and Ajay Parekh. This smooth intergenerational transition is a rare achievement in Indian family business contexts, reflecting Parekh’s foresight and commitment to sustainability.
Conclusion
Balvantray Parekh’s journey with Pidilite is a powerful example of entrepreneurship, marketing innovation, and a dedication to learning and development. His life and work serve as inspiration for aspiring entrepreneurs and established businesses alike, emphasizing the importance of vision, creativity, and the desire to make a lasting impact. As Fevicol continues to be a staple in homes across India, it remains a testament to Parekh’s legacy of quality and ingenuity.
