After South, Pidilite looks to paint a wider canvas in East

PIDILITE INDUSTRIES, bestknown for its Fevicol and Fevikwik brands, is expanding its paints venture called Haisha into the east from the southern markets, where it was launched two years ago.

- VIVEAT SUSAN PINTO

Speaking to FE, Pidilite's MD Sudhanshu Vats said the company was targeting mainly rural and semi-urban areas and would continue on its journey of a phased expansion of Haisha across the country.

"The paints business is growing quarter-on-quarter and month-on-month, which validates our license to play in the category. That said, we are still fine-tuning our business model and sharpening our right to win. A national rollout has been delayed intentionally. We will continue to look at a more cautious expansion of the business," he said.

Apart from Telangana, Andhra Pradesh, Karnataka and Tamil Nadu, Haisha has been taken to Odisha. A deeper push into the east is now on, Vats added without specifying the size of the business at the moment.