Even today Vico has maintained a distinct identity in the market of Swadeshi, Ayurvedic and Herbal products. As a trusted herbal product, Vico is doing business in 40 countries of the world. A major role in the company's success was played by its advertising strategy, which brought people closer to the product. Vicco was founded in 1952 by Keshav Vishnu Pendharkar of Nagpur and named it Vishnu Industrial Chemical Company (VICCO).
Keshav, who lives in Nagpur, used to work in a ration shop in his early days. The financial constraints of the house brought him to Mumbai. Here he started working in small institutions. Learn the tricks of marketing. He saw how foreign companies are rapidly expanding their scope here.
Only after this he got the idea of doing something which is indigenous and inspired by Ayurveda. He decided to make an Ayurvedic product. The relative who had knowledge of Ayurvedic medicines helped in preparing them.
Manufacturing unit made of kitchen
Vico started as a company making teeth cleaning powder. After this the company introduced a wide range of herbal products. It included Vico Vajradanti Paste, Turmeric Cream, Sugar-Free Paste, Foam Base and Turmeric Facewash.
Keshav did not have enough money to set up a manufacturing unit, so he started it in the kitchen of the house itself. The rooms of the house were used as store houses. In this way the first product Vajradanti tooth powder was made. It was made from 18 herbs, but just making the product was not enough, selling it was also a big challenge.
Son's Ayurvedic knowledge took the company forward
After a long struggle, the sale of this dental powder started. The company was registered after earning increased. Tooth powder became so popular that within the next 4 years, Keshav bought a place to manufacture it. Keshav's son Gajanan studied pharmacy and carried on his father's business. After the success of tooth powder, Gajanan helped in preparing toothpaste. He prepared it with the help of 18 herbs. This quality of it was used in its branding.
Vico's strategy that worked
Vico has always focused on making indigenous and herbal products. The company explained it loudly in its advertisement. This strategy worked because the focus of the companies at that time was not much on making herbal products. The company got the benefit of this.
Vika used such things in its products including turmeric cream, sugar free paste, turmeric facewash, clove toothpaste which were always made beneficial in Ayurveda.
After this, many celebrities including well-known actresses of that era like Mrinal Kulkarni and Sangeeta Bijlani promoted the products. The commercials were dubbed and released on Doordarshan in more than 10 different languages. After this the company never looked back. At present the company is manufacturing products on a large scale in Dombivali, Nagpur and Goa.
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