What’s the last advertisement that you
remember or like very much? I am sure, that must be from your childhood,
because they don’t make those anymore. VICCO is one of the brands that comes to
mind after this, well who can forget the famous,
“Vicco
turmeric Nahi cosmetic vicco turmeric ayurvedic cream Keel muhaason ko jad se
mitaye haldi chandan ke gun isme samaya tvacha ki raksha kare ayurvedic cream
vicco turmeric ayurvedic cream !”
Vicco Toothpowder and Toothpaste:
“Vajradanti, Vajradanti, Vicco Vajradanti,
Vicco powder, Vicco paste, Ayurvedic jadibootiyon se bana sampoorn swadeshi,
Vicco powder, Vicco paste, Viccooo Vajradanti!!!”
Decades before, make in India and
Atmanirbhar Bharat was even thought of, Vicco positioned itself as a full
Indian manufactured product.
In 1952, Keshav Vishnu Pendharkar established the Vishnu Industrial Chemical Company or Vicco at a chawl in Mumbai (at that point Bombay). It connected with individuals by persuading them about the advantages of Ayurveda.
Why was this company started?
The wellbeing dangers that these items welcomed, were very horrifying and this was the essential factor that drove their jump into this sector.
Arranged with no synthetic concoctions
and from normal sources like plants, minerals, and herbs, the Vicco items were promoted
as free from any kind of side effects. At that time, the turmeric cream was the
first of its kind in the country. Till then, ‘snow’ and ‘winter’ creams held
sway in the market. One of Vicco’s claims was that their skin cream prevented
the penetration of the harmful ultra-violet rays.
Sales problems?
In the starting, people felt that the yellow color of the cream will not get off the skin. This was a big notion in the mind of the consumer and a big problem for the company.
Well, we Indians are best at frugal innovation aka “Jugaad”. Vicco instructed all its salesmen to carry a pocket-sized mirror with themselves. They tried the cream in front of the people and showed the results on the spot and later asked the consumer to try out. Well, the mirrors were used for the consumer so that 100% trust in the product can be attained. By 2010, Vicco turmeric cream was a key player in the market in this category.
Vicco grows its own raw materials at a 100-acre farm in Butibori, Nagpur. It has factories at Nagpur, Goa, and Dombvli.
Only pure, de-mineralized, zero-bacteria water is used for production.
Marketing
Gajanan Pendharkar took over the family business and is renowned as one of the forerunners of home-grown Indian FMCG marketing.
The brand was advertised before the screening of movies in theatres and it also sponsored daily soap TV serials. They also reached out to consumers by adding commercials to video cassettes of films in multiple languages.
Indians who lived abroad watched these movies, this video cassettes promotional the strategy took the Vicco products to the international market.
In an ever-changing consumer-centered world,
the Vicco brand has diversified into new products like sunscreen lotions,
shaving creams, and herbal face washes.
Who owns the company?
It is a privately held organization
with 13 partner organizations that are completely run by family members. It has
ventured into business exercises, for example, speculation, exchange,
instruction, and promoting too. There have regularly been gossipy tidbits about
the organization going public or of certain items being auctions off to
different firms. However, Vicco has always denied this and emphasizes that it
is a debt-free, privately held organization.
Awards
Vicco products are exported to various
countries and have also fetched substantial foreign exchange for the country in
the last 25 years. For the company’s dazzling performance to supply its safe
and natural quality products to the valued customers, Vicco Ayurvedic Products
received a Compassionate Business Award from PETA.
“The Greatest Marketing Influencers
2016”, is presented by BBC Knowledge and is endorsed by CMO Asia. BBC Knowledge
offered the award with the title of “Cult Brand” to Vicco Laboratories. Vicco
Laboratories, Cult Brand fall into the category of benign cults which can be
defined as a following where members are truly attached or intensely devoted to
the product/service the brand provides.
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