FEVICOL: AN ICONIC BOND

The V$.$P$.$ Marketing of Pidilite Industries, Mr$.$ Dinesh Thakkar was getting ready for a

meeting with his CFO. He suspected the company was beginning to lose market share

on the flagship Fevicol brand because the competition was extending credit to their

wholesale$/$retail dealer network. Fevicol had diligently stayed away from extending

credit to its distributors for the simple reason that the Fevicol brand was very strong

for the past $50+$ years in India, a