Fevicol Ka Mazboot Jod: The Story of India's Most Famous Glue
Quick answer: Fevicol was launched in 1959 by Balvant Parekh's company, now called Pidilite Industries. It's a white PVA (polyvinyl acetate) glue that replaced the animal-based glues Indian carpenters used, and it became so famous that "Fevicol" is now used as a generic word for white glue in India – helped by some of the most loved ads in Indian history.
Key takeaways
- Founder Balvant Parekh once worked as a peon in a Mumbai wood trader's office.
- His company started in 1954 and became Pidilite in 1959 – the year Fevicol launched.
- The overloaded-bus Fevicol ad won a Silver Lion at Cannes in 2002.
- White glue works when water evaporates and PVA particles fuse into a strong film.
From peon to "Fevicol Man"
Balvant Parekh was born in 1925 in Mahuva, Gujarat. He earned a law degree but never practised. Instead he worked at a dyeing and printing press and as a peon at a wood trader's office in Mumbai – where he saw carpenters struggle with smelly, messy animal-fat glues. In 1954 he started Parekh Dyechem Industries at Jacob Circle, Mumbai. It became Pidilite Industries in 1959, reportedly a shortened form of "Parekh Dyechem Lite".
1959: a glue that changed carpentry
Fevicol launched in 1959 as a synthetic-resin adhesive that was cleaner, stronger and easier to use than traditional glues. The name is reportedly inspired by a German adhesive called Movicol. Within decades "Fevicol" became the word Indians use for any white glue – the same way people say "Xerox" for a photocopy.
The ads that made a glue famous
- "Fevicol ka mazboot jod hai, tootega nahi" – the brand line almost every Indian can finish.
- The egg ad (1996): a hen eats from a Fevicol tin and lays eggs that simply won't break. Created by Piyush Pandey of Ogilvy and directed by Prasoon Pandey.
- The cliffhanger ad ("pakde rehna, chhodna nahin") won a Bronze Lion at Cannes in 2000.
- The bus ad – an impossibly overloaded bus crossing the Rajasthan desert, held together by a tiny Fevicol sign – won a Silver Lion at Cannes in 2002. It was shot near Jaisalmer with more than 200 villagers.
- Pop culture even gave us the song "Fevicol Se" in Dabangg 2.
Ogilvy has handled the Fevicol account since 1989, and Piyush Pandey's Fevikwik "Todo nahin, jodo" ad was voted "commercial of the century" by the Ad Club of Mumbai.
How white glue actually works
Fevicol-type white glue is based on polyvinyl acetate (PVA), first made by German chemist Fritz Klatte in 1912. The glue is a water-based emulsion: tiny polymer particles float in water. When you apply it, the water evaporates or soaks into the paper or wood, and the particles fuse into a tough, flexible film that locks the surfaces together. That's why glued joints need time – and a little pressure – to set.
The Fevi-family you'll find in a stationery shop
- Fevicol MR – the white glue for school projects, paper and light wood craft (8 g to 120 g packs).
- Fevigum – a clear paper gum that Pidilite says meets the EN-71 toy safety standard for children over 3.
- Fevicryl – Pidilite's art and craft range: acrylic colours, fabric colours and fabric glue.
- FeviKwik – instant glue for quick fixes (adults only!).
Today Pidilite's revenue is about ₹13,000 crore, and analysts estimate it holds roughly 70% of India's branded adhesives market.
5 glue tips for school projects
- Use thin layers – thick blobs take longer to dry and wrinkle paper.
- For chart paper and cardboard, spread Fevicol with an old card or brush.
- For paper-to-paper, a gum like Fevigum is cleaner for small hands.
- Press glued parts under a heavy book for 10–15 minutes.
- Close the cap tightly – PVA dries out when exposed to air.
FAQs
Who invented Fevicol?
Balvant Parekh's company, Pidilite Industries (formerly Parekh Dyechem), launched Fevicol in 1959.
What is Fevicol made of?
It is a synthetic resin glue based on polyvinyl acetate (PVA) emulsion – the same family as white school and wood glue.
Is Fevicol safe for kids' crafts?
White PVA glue is widely used in schools, but young children should be supervised. Pidilite markets Fevigum as its kid-friendly paper glue.
Why is Fevicol so famous?
A strong, reliable product plus decades of iconic, humorous ads – including Cannes-winning films – made it a household name.
Which Fevicol ad is your favourite? Tell us on Instagram @soulwaveein. Stock up on glue and adhesives for school and craft, in packs of 1 to 12.
