“Vicco Turmeric Nahi Cosmetics.” Vicco Turmeric Ayurvedic Cream. You will love me. Haldi is my son. “Tvacha ko raksha Kare Ayurvedic Cream, Vicco Turmeric Ayurvedic Cream.”
If you sang the lyrics above, you’re a legend!
Who can forget the iconic jingle launched by Vicco? From Vicco Turmeric Cream to Vicco Vajradanti Toothpaste, the brand was immensely popular in the 90s. In fact, Alia Bhatt has also promoted the toothpaste in recent years.
Do you know Vicco’s success story? Let’s find out!
Vicco was founded in 1952 by Keshav Vishnu Pendharkar.
In today’s fiercely competitive market, new products are launched almost daily. But only those that meet strict standards of quality, reliability and price leave a lasting impact. VICCO is a prime example of a brand that has earned widespread trust from consumers ever since its founder began manufacturing high-quality, affordable products in his humble kitchen nearly 70 years ago.
Humble beginnings in the kitchen
Vicco is an abbreviation for Vishnu Industrial Chemicals, named after its founder Keshav Vishnu Pendharkar, who originally ran a small grocery shop in Nagpur district of Maharashtra to support his family before moving to Mumbai, where he took up various odd jobs to make ends meet.
Keshav initially lived in the Bandra suburb of Mumbai but eventually settled in Parel.
During his time working there, Keshav witnessed a huge demand for allopathic medicines and foreign cosmetic products.It was during this time that Keshav decided to launch his own brand as an alternative to the already popular foreign cosmetic brands.
Before launching his brand, Vicco, Pendharkar diligently studied ancient scriptures to gain a better understanding of Ayurvedic medicines with a special focus on herbs. His brother-in-law, also well versed in Ayurvedic medicines, provided invaluable assistance in this learning process.
Vicco’s first product was toothpaste.
Pendharkar introduced his first Ayurvedic product, a toothpaste made from 18 traditional Ayurvedic ingredients. Along with his son Gajanan, who has a degree in pharmacy, they began selling the toothpaste door to door. To highlight the toothpaste’s indigenous roots, the duo packaged it in small boxes inside cotton bags, making every aspect a clear reflection of their “Swadeshi” identity.
Vicco Turmeric Skin Cream was the brand’s first beauty product, launched in 1975.
VICCO gained consumer trust and widespread popularity within a short space of time.Around 1971, Keshav’s son Gajanan took over the company and ventured into the beauty and cosmetics sector.The company launched Vicco Turmeric Skin Cream, a highly acclaimed beauty product based on turmeric.
VICCO expanded its product line and launched several other products such as VICCO Sugar Free Paste for Diabetics, VICCO Turmeric Foam Based All-Purpose Cream, VICCO Turmeric Oil Based All-Purpose Cream, VICCO Turmeric WSO Cream, etc. These initiatives were aimed at capitalizing on the fast-growing beauty and cosmetics market in India.
Within a few years of these launches, the company achieved a valuation of Rs 7,000 crore.Despite VICCO’s enormous success, the Pendulkar family continues to hold control over company direction, sales, product launches, exports, expansion plans and other key decisions.
Currently, VICCO manufactures over 40 different products including toothpaste, tooth powder, beauty cream, face wash, night cream etc. These products are not only sold across India but are also exported to many countries across the world.
Vicco Sales
VICCO has come a long way from an annual turnover of Rs 10,000 crore in 1955. The company has reportedly achieved revenues of Rs 5,000 crore in FY22, according to information available online.
Founder Keshav Pendalkar passed away in 1971. Today, the company is led by third-generation entrepreneur Sanjeev Pendalkar as CEO, guiding VICCO’s continued growth and success.
