The amazing tale of Keshav Pendharkar, who founded the Swadeshi company VICCO in India to rival allopathic medications and cosmetics with ayurvedic products
Even if there are many businesses selling comparable goods on the market, some brands are able to leave a lasting impression on customers that goes beyond simple financial success.Today, we set out to investigate the fascinating backstory of one such brand, which has modest origins dating back to a little kitchen seven decades ago. Since its establishment, this brand has grown to be a multi-billion rupee business, capturing consumers’ attention with its persistent presence.
Do you know the fascinating background of this well-known brand? You may be familiar with its catchy jingles, “Vajradanti, Vajradanti Veeco Vajradanti” and “Vicco Turmeric, Nahi Cosmetic, Veco Turmeric Ayurvedic Cream.”
Vishnu Industrial Chemical Company is the full name of this well-known, yet sometimes disregarded, brand. It was founded by the visionary Keshav Vishnu Pendharkar. Keshav started his business career in a small grocery store in a charming Nagpur neighbourhood, working hard to support his family.
Keshav moved to Mumbai since he was always curious and wanted to see new places. He worked at a variety of odd jobs in Bandra and the surrounding districts. Keshav’s entrepreneurial zeal was really sparked by the booming market for imported cosmetics and allopathic medications in the busy streets of Parel.
Keshav immersed himself in the realm of Ayurvedic products and worked hard to perfect his trade. The result was his first Ayurvedic product, tooth powder, which he made in his kitchen. But there were many obstacles in the way of success, especially in the areas of sales and distribution.
Unfazed by obstacles and equipped with unflinching will, Keshav and his son started a ceaseless door-to-door sales drive. Their unwavering persistence eventually paid off, propelling their tooth powder into widespread recognition despite the occasional rejection and criticism.
Vicco was the official name given by Keshav to his work in 1952, and that was the start of an incredible adventure filled with exponential growth and steadfast dedication. In just four years, Vicco became a major force in the industry, winning praise and respect from all quarters.
Vicco maintained its explosive ascent throughout the years, valuing itself at Rs 700 crore and solidifying its position as a mainstay in the sector. Today, under the Pendharkar family’s management, Vicco has over 40 products in its portfolio, including toothpaste, face washes, night creams, and beauty creams. It not only dominates the domestic market but is also expanding rapidly into other countries.
