Jubilant’s Bhartias now eye a bigger slice of the chemicals pie

Their four-decade-old chemicals business suddenly looks valuable after a smart restructuring. Is it for real?

The late 1980s saw Vamicol try to take on Fevicol, the established market leader in synthetic adhesives. The battle that ensued, one of India’s earliest brand wars, was pitched, with each brand owner spending big advertising bucks to outwit the other. Vamicol tried to entice buyers by sticking five rupee coins in tubs of adhesive, which worked for a while, but in the end it lost out as Fevicol proved unshakeable; it continues to be one of India’s best known home-grown brands.

The entrepreneurs who dared take on Fevicol, the Delhi-based Bhartia brothers—Shyam and Hari—are today better known for operating …


T Surendar

Surendar helps lead the newsroom at The Morning Context as executive editor. Over the years, Surendar has worked in industries from pharmaceuticals to diamonds, as well as a stint as an equity analyst. In his long career as a business journalist, he has led teams at The Times of India, India Today and Fortune India. He was part of the founding team at Forbes India and interned at and published in The Times, London.

Executive Editor