Pidilite Industries Expands Paints Brand Haisha in Small-Town India, Boosts Focus on Growth Portfolio

As per Financial Express news reports, Pidilite Industries is planning to grow its paint brand Haisha in rural and semi-urban areas. The company is known for popular brands like Fevicol and Fevikwik. Haisha, which gets its name from the memorable Fevicol ad tagline "Dum Laga Ke… Haisha", was launched in 2023 and has already reached Tamil Nadu, Odisha, Andhra Pradesh, Telangana, and Karnataka.

At 1:42 PM, Pidilite Industries share price was up 3.40% and was trading at ₹3,081.40.

Balancing the Business Portfolio

Pidilite earns about 52% of its revenue from core brands like Fevicol and Fevikwik. The remaining 48% comes from its “growth portfolio”, which includes newer brands such as Araldite, Roff, and Dr Fixit. As per Financial Express news reports, the company wants to balance this to a 50:50 revenue share. To achieve this, it is making continuous investments in marketing and product visibility.

Financial Performance of Pidilite Industries

For the financial year 2024-25, Pidilite reported a consolidated revenue of ₹13,094 crore and a net profit of ₹2,096 crore. This marks a 6.1% increase in revenue and a 20% rise in profit compared to the previous year. In the March 2025 quarter, it recorded net sales of ₹3,130 crore and a net profit of ₹428 crore, which is a growth of 8.3% and 40.5%, respectively.

Expansion Through Acquisitions

Pidilite is also looking at strategic acquisitions to strengthen its position in the speciality chemicals market. In 2020, it acquired Araldite from American firm Huntsman for ₹2,100 crore. This helped fill a gap in epoxy adhesives used mainly for bonding metal. According to sources, the company may now be eyeing a stake in AkzoNobel India, competing with JSW Paints and others.

Pidilite Industries is Adopting ACareful Strategy in Paints Segment

Entering the paint segment is a bold step for Pidilite. While a full-scale national rollout of Haisha is not expected yet, the company is steadily increasing distribution and tracking performance in key towns. Vats stated that the company sees steady growth and believes it has a strong chance to succeed in India’s smaller towns.

Conclusion

Pidilite’s strategy of growing newer brands, investing in rural markets, and expanding through acquisitions shows a clear roadmap for long-term growth. With a strong base and increasing focus on innovation, the company is poised to deepen its presence in both traditional and emerging sectors.

Read more on: Dabur to Exit Non-Performing Products, Focus on Growth and Premium Brands 
 
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