Few brands enjoy the status of being synonymous with the category of product they represent. Fevicol is one such brand. Sold in its signature blue and white packaging .
“Today, the flagship brand of our Industry has an approximately 40 percent market share in the overall adhesives market.
“Despite the various applications of the product, the majority of the sales are driven by carpenters who use Fevicol in furniture making," Presently, the furniture industry is highly fragmented with 85 percent of sales dominated by the unorganized sector.
Roughly 65 percent of furniture production is in wood, and carpenters play a vital role in deciding which adhesive to use. As , “When furniture is made, the cost of adhesive is only a small amount, roughly 1-2 percent of the overall cost. Thus, the initial strategy was to help carpenters realize the importance of using quality products, since one does not save too much by using cheaper unbranded alternatives."
Building a strong bond with carpenters :
Apart from product quality, maintaining close contact with its primary target audience, the carpenters, has helped Fevicol sustain its leadership position in the white glue market.
In its early years most competitors—small-scale local manufacturers of white glue and multinational brands like Movicol (currently discontinued)—marketed their products through hardware stores and timber marts. Fevicol, on the other hand, approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market.