Assignment Task

 

Though India got Independence in 1947, the feeling of inferiority, ignorance and indifference continued to persist regarding our history, culture and traditions and rich heritage of ayurveda. Shri Keshav Vishnu Pendharkar, a middle-class person in his late 40s, was deeply pained by this attitude towards ayurveda. He collected literature on ayurveda, studied them, got convinced about its value and was determined to produce, distribute and sell ayurvedic products, a daring and risky decision at that time. In 1952, he founded a company-Vishnu Industrial Chemicals Company-Vicco, in the memory of his father. He started with the small three-room residence where kitchen became the manufacturing unit while other rooms served as an office and godown as a cottage industry. Shri Keshavrao introduced Vicco Vajradanti tooth powder as the company's first product in 1952, exclusively from herbs and was meant not just for cleaning the teeth but also incorporated with medicinal properties of strengthening the gums. In 1955, Vicco’s commercial production commenced in a small factory at Parel, Bombay with a small turnover of Rs. 10,000/- year. The progress of Vicco can be reckoned by the fact that in the coming years, this cottage industry turned into a corporate business house-self-reliant, self-sufficient and indigenous. In 1968, Vicco factory shifted to Dombivli, Dist. Thane into a two-acre land. Now it has three big factories-in Dombivali, Nagpur and Goa, three branch offices in Mumbai, Dombivali and, Goa, a large agricultural area near Nagpur for cultivating herbs, export to 35 countries, a worldwide network of stockists, distributors and retailers and millions of patron customers. In the late 1950s toothpaste and toothbrush entered the rich and the upper middle class families in India. He also introduced ayurvedic toothpaste, with more medicinal utility for the teeth and gums than just cleaning them and making the teeth shine. Their products gradually became famous in many of the developed countries in Asia, Europe, Africa, America and Australia. Shri Keshavrao realised that no business could flourish without diversion and expansion. In 1975, first yellow colored face cream called as Vicco Turmeric Skin Cream was introduced in order to diversify the product portfolio. Underlined in ancient ayurvedic texts, the focus was to provide affordable cosmetics to the Indian woman preferably who are going to be married. It was another successful stroke in swimming against the current. Since the market was full of skin creams in snow-white colour it was difficult for the yellow-coloured Vicco Turmeric Cream to gain acceptance. In 1971, after the demise of Shri Keshavrao, his ambitions and dreams were fulfilled by his son Shri Gajananrao. After the production at the dombivali factory reached its optimum level, the company built its new factory at Nagpur in 1985 and an ultra-modern factory outside Maharashtra, was built at Goa near Panaji in 1996. Each factory is clean, well-lit, ventilated and hygienic, and has plantations and lawns surrounding it. The Vicco factory at Nagpur has a large built-up area dental care since it has many medicinal properties- of 1,35,000 sq ft, constructed on a plot of 3,60,000 sq ft. astringent, antiseptic and analgesic.  Vicco also introduced number of ayurvedic products, namely Vicco sugar-free paste for diabetic patients, Vicco Turmeric Foam Base Multipurpose Cream, Vicco Turmeric Oil Base All Purpose Cream and Vicco Turmeric WSO Cream.

VICCO established the dignity of ayurveda to such an extent that it influenced the multinational companies have started turning to this Indian science to manufacture their products. The company has established strong foothold in almost every developed country in US, the UK, Canada, Australia, New Zealand, the UAE and even Iceland. Combining ancient wisdom, with modern technology, the company has expanded business activities into investment, trade, advertising and education sectors as well. They were quite successful in creating the brand equity.

 

 

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  • Posted on : March 20th, 2019

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