Pidilite’s in-house design studio keeps Fevicol and Fevikwik packaging consistent and accessible

Pidilite says its Mumbai design studio, established around 2006, uses consumer insight and packaging innovation across Fevicol, Fevikwik, Dr. Fixit, M-Seal and Fevicryl. The company cites Fevikwik’s Rs 5 price point, retained for more than 30 years, as an accessibility benchmark.

— Source publishedFri, 7 Aug, 2026, 09:00 IST·First seen Fri, 7 Aug, 2026, 09:34 IST·Source ET Brand Equity

What happened

Pidilite Industries · Pidilite highlights how its Mumbai in-house design studio drives packaging, product and brand consistency across Fevicol, Fevikwik and

Key facts

  • Design studio established around 2006
  • Fevikwik has retained a Rs 5 price point for over 30 years
  • Packaging development cycles typically take six to eight months
  • ET Design & Creativity Awards 2026

Why this matters

Pidilite’s centralized design capability could be a valuable integration asset for adjacent adhesives, home-improvement or craft brands seeking consistent packaging, consumer-led innovation and mass-market accessibility.

What to watch

  • New Fevicol, Fevikwik, Dr. Fixit, M-Seal or Fevicryl pack launches and SKU rationalization.
  • Changes in Rs 5 Fevikwik net weight, pack count, trade margin or distribution availability.
  • Annual-report commentary on packaging, consumer insight, value engineering and brand investment.
  • Competitor launches in low-unit-price adhesive, sealant and repair formats.
  • Retailer evidence of stronger shelf blocking, display units or bundled repair solutions.
  • Refresh selected SKUs with more standardized visual identity and easier application instructions.
  • Defend low-ticket price points through smaller grammages, cost-engineered packs or selective margin absorption rather than overt price increases.
  • Use packaging redesigns to cross-sell adjacent repair, waterproofing and craft products at hardware, paint and general-trade outlets.
  • Test channel-specific packs and point-of-sale displays for kiranas, hardware stores, e-commerce and modern trade.

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