Fewikwik and the Goa Market

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Fevikwik and the Goa market
Background
Pidilite Industries Limited is the largest adhesive manufacturer in India. It also has world wide presence in adhesives, art material and industrial chemicals. Pidilite's most famous brand is the Fevicol range of adhesives. Its other famous brands are Dr. Fixit, Cyclo, Ranipal, Hobby Ideas, M-seal and Acron. Pidilite's corporate office is located in Andheri (East), Mumbai.
It also makes Fevikwik -India's first ever One Drop Instant Adhesive. Fevikwik is India’s leading instant adhesive brand, also known as the ‘one drop instant adhesive’. It’s ability to bond a variety of surfaces in a matter seconds makes it a handy home and industrial adhesive.
One of the most popular applications among consumers for the ‘instant one-drop adhesive' is gluing back sandals and handbags that are coming apart, according to the company's findings. The importance of end-consumer adoption is reflected in Fevikwik's retail expansion – available countrywide Pidilite company officials attribute the success of Fevikwik to the following –
 Strong consumer brand, which is highly salient in consumer minds due to break through advertising. In fact the instant adhesive category is defined by Fevikwik in India.
 Wide availability. It is available across over 3 Mln outlets across the country including Urban and Rural areas. and probably among the top five to six FMCG brands in terms of reach. Alongside Fevistik glue stick, it presents a compelling proposition for retailers and stationery stores to stock. It is available across various types of retail outlets including kirana, hardware, modern trade and pan shops . It is available even in towns with 2,000 to 3,000 population.
 Attractive pricing . Fevikwik is available in a variety of pack sizes (with the Rs 5 MRP SKU contributing to more than 80% of sales)
Type of end users:
Fevikwik's growth has come from adoption by household consumers (which contributes to more than 70% consumption) in addition

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