Pidilite Industries, best known for adhesive brands Fevicol and Fevikwik, is looking to grow its paints venture called Haisha, which launched in select markets last year (FY24).
As per Sudhanshu Vats, MD designate, Pidilite, the company was perfecting its paints business model, targeting mainly rural and semi-urban consumers currently. The venture could be expanded into urban areas and taken to more markets in the future.
In the last few years, Pidilite has expanded into adjacencies such as sealants and protective coatings as it has sought to diversify its operations. While FY24 saw the firm get into lending and paints as part of its diversification programme, the company had indicated in early FY25 that it would continue to tap more areas within home improvement to expand its basket of offerings.
In a bid to widen its reach, the company has also opened 1,200 Pidilite Ki Duniya outlets over the last few months taking the overall number to 16,000 stores. The company’s products are available at over 6 lakh outlets across India besides being available on digital platforms. Sales through Pidilite’s Genie app, for instance, accounts for 35% of its overall sales.
To strengthen its supply chain, the company has recently built its largest warehouse of 5 lakh square feet in North India. Pidilite continues to see strong momentum for its Fevicol Nail Free Ultra, an innovative product, as demand for premium products remains firm.
