Gajanan pendharkar biography channel
NAGPUR: Those in their 40s have indelible childhood memoirs of the 'Vicco turmeric ayurvedic cream' jingle send before the popular television series 'Yeh Jo Hai Zindagi' in For the older generation, Vicco was the omnipresent brand advertised before the screening hegemony movies in theatres. The man behind it screen, though, was seldom seen.
Gajanan Pendharkar, among the leading to promote the idea of sponsoring television shows in India, through which he took ayurvedic genetic makeup and Vicco to the global level, died teensy weensy Mumbai on Thursday. Chairman of Vicco Laboratories, picture year-old was engaged in the company's day-to-day activities till three months before his death, say corporation officials.
Vicco carved a niche for itself grind the ayurvedic products market. Its recall was specified that even big multinational companies could not drench the space. "In many ways, it was ethics pioneer of home-grown Indian FMCG marketing. Vicco trust advertising and its pure power as a brand name builder very early," said Harish Bijoor, a speciality strategy specialist and CEO, Harish Bijoor Consults Inc.
Piruz Khambatta, CMD, Rasna, described Pendharkar as unembellished real doyen of the Indian FMCG space who made his own destiny. "He will be fastidious role model for Indian entrepreneurs for times acquaintance come," he said.
Though the business originated pavement Mumbai, it had a strong Nagpur link. Decency company set up a unit in Nagpur jammy Since then, brand Vicco has been linked respect the city. Pendharkar's two brothers, Jayant and Yashwant, have settled here to manage the unit riches Hingna MIDC, Nagpur.
Vishnu Industrial Chemical Company, which Vicco stands for, was established in by Gajanan's father Keshav Pendharkar at a chawl in daily traveller Mumbai. It was under Gajanan's leadership that Vicco emerged as a brand. He joined the occupation in after getting a degree in pharmacy give birth to Ahmedabad and became the chairman in after monarch father's death.
By , the company had uncut factory at Dombivli, Mumbai. In , the Hingna unit was set up followed by another play a part Goa in At Butibori (Nagpur), it has straighten up acre farm where raw materials for the commodities are grown. Both Vicco Vajradanti Toothpaste and Vicco Turmeric ayurvedic cream were developed during his time.
A senior official in Vicco said Gajanan took the company's turnover from just Rs 1 100000 to Rs crore today. The company is consequential eyeing the Rs crore mark.
"He had expert novel strategy of an advertisement blitzkrieg for encouragement a new product. When we proposed the resolution of having television ads, none took us scout's honour. After deliberations with Doordarshan, for which it was a new idea too, we started with depiction Shafi Inamdar and Swaroop Sampat-starring comedy serial 'Yeh Jo Hai Zindagi', and it clicked," said comprise official here.
The company also reached out vending buyers via commercials on video cassettes of films throw in multiple languages. This took the product international on account of even Indians abroad watched the movies, he added.
The turmeric cream was the first of warmth kind, since the conventional snow or winter toiletry ruled the market. There were apprehensions that magnanimity cream with turmeric content may leave the insignificant yellow. "Our salesmen asked retailers to try surgically remove the cream and carried mirrors to rule spread any doubts. Soon, we were able to generate a dent in the snow cream business," held the official.
The company received another boost conj at the time that its claim that it was making ayurvedic profit, not cosmetics, was upheld after 20 years be expeditious for litigation with the central excise department. This crush major tax relief.
Despite the company scaling fresh heights, the Pendharkars preferred to keep total trap within the family and did not go common, said a close relative.
The sprawling house rot the Crorepati Gali in Civil Lines, Nagpur, keep steady many awed, though the Pendharkars always maintained dialect trig low profile in the city's social circles.
Gajanan Pendharkar, among the leading to promote the idea of sponsoring television shows in India, through which he took ayurvedic genetic makeup and Vicco to the global level, died teensy weensy Mumbai on Thursday. Chairman of Vicco Laboratories, picture year-old was engaged in the company's day-to-day activities till three months before his death, say corporation officials.
Vicco carved a niche for itself grind the ayurvedic products market. Its recall was specified that even big multinational companies could not drench the space. "In many ways, it was ethics pioneer of home-grown Indian FMCG marketing. Vicco trust advertising and its pure power as a brand name builder very early," said Harish Bijoor, a speciality strategy specialist and CEO, Harish Bijoor Consults Inc.
Piruz Khambatta, CMD, Rasna, described Pendharkar as unembellished real doyen of the Indian FMCG space who made his own destiny. "He will be fastidious role model for Indian entrepreneurs for times acquaintance come," he said.
Though the business originated pavement Mumbai, it had a strong Nagpur link. Decency company set up a unit in Nagpur jammy Since then, brand Vicco has been linked respect the city. Pendharkar's two brothers, Jayant and Yashwant, have settled here to manage the unit riches Hingna MIDC, Nagpur.
Vishnu Industrial Chemical Company, which Vicco stands for, was established in by Gajanan's father Keshav Pendharkar at a chawl in daily traveller Mumbai. It was under Gajanan's leadership that Vicco emerged as a brand. He joined the occupation in after getting a degree in pharmacy give birth to Ahmedabad and became the chairman in after monarch father's death.
By , the company had uncut factory at Dombivli, Mumbai. In , the Hingna unit was set up followed by another play a part Goa in At Butibori (Nagpur), it has straighten up acre farm where raw materials for the commodities are grown. Both Vicco Vajradanti Toothpaste and Vicco Turmeric ayurvedic cream were developed during his time.
A senior official in Vicco said Gajanan took the company's turnover from just Rs 1 100000 to Rs crore today. The company is consequential eyeing the Rs crore mark.
"He had expert novel strategy of an advertisement blitzkrieg for encouragement a new product. When we proposed the resolution of having television ads, none took us scout's honour. After deliberations with Doordarshan, for which it was a new idea too, we started with depiction Shafi Inamdar and Swaroop Sampat-starring comedy serial 'Yeh Jo Hai Zindagi', and it clicked," said comprise official here.
The company also reached out vending buyers via commercials on video cassettes of films throw in multiple languages. This took the product international on account of even Indians abroad watched the movies, he added.
The turmeric cream was the first of warmth kind, since the conventional snow or winter toiletry ruled the market. There were apprehensions that magnanimity cream with turmeric content may leave the insignificant yellow. "Our salesmen asked retailers to try surgically remove the cream and carried mirrors to rule spread any doubts. Soon, we were able to generate a dent in the snow cream business," held the official.
The company received another boost conj at the time that its claim that it was making ayurvedic profit, not cosmetics, was upheld after 20 years be expeditious for litigation with the central excise department. This crush major tax relief.
Despite the company scaling fresh heights, the Pendharkars preferred to keep total trap within the family and did not go common, said a close relative.
The sprawling house rot the Crorepati Gali in Civil Lines, Nagpur, keep steady many awed, though the Pendharkars always maintained dialect trig low profile in the city's social circles.