Internship Diaries of 2020: Marketing at Pidilite

Internship Diaries of 2020 is a series about the various categories of roles offered by companies for summer internships. We bring to you the experiences of interns from Consulting, Finance, Marketing, General Management, Product Management, Operations and E-commerce roles to understand a bit more about their work life. The articles are meant to give the reader a glimpse into the life of an intern and help the reader understand their fit in that particular role.

Contributed by: Sai Sravani Aluru

Picture Credits: Rishi Rathi                           

Edited by: Maneesha Pujari


“A brand is no longer what we tell the consumer it is; it is what consumers tell each other it is,” said Scott Cook. And what makes it remarkable is when people use a brand synonymous with the category itself. Continuous innovation, creative marketing & customer-centric approach are the base of building this super brand Fevicol.

Despite being carried out entirely on virtual mode, Pidilite Industries Limited ensured that our summers were truly enriching & fulfilling. It was an honour for me to intern in the Marketing division of the Iconic brand Fevicol. What made this experience so rewarding is the opportunity to work on a live project that is not just heavy on market research & data crunching but also devising marketing strategies. With the product being an adhesive, I was dealing with a B2B market comprising multiple stakeholders.

As a part of my project, I had to do primary market research at different stakeholder levels & formulate a multi-tier strategy to drive sales in some identified low glue consumption geographies, where Fevicol already holds substantial market share. When the brand is already a market leader, the focus is on driving the overall consumption of the product & tapping all changing market trends.

Amidst lockdown & chaos, pulling off surveys virtually via phone interviews & working out data-driven executable solutions posed its share of challenges & valuable learning takeaways. At the Fevicol Marketing division, they encourage a proactive mindset empowered with data-driven reasoning & believe in friendly work culture. There is ample freedom given to explore the boundless possibilities & encouragement to come up with a detailed worked out approach instead of constant hand-holding from the mentor.

Apart from the interesting projects, Pidilite stayed true to building bonds even in virtual mode through knowledge sessions with the leadership team of all its significant brands panned during my internship span. This summers with Pidilite under its Fevicol brand gave me hands-on experience of a career in the Marketing sector.

Sravani, Rishi and Maneesha are students of the PGP 2019-21 batch at IIM Bangalore.

Media Cell IIMB is the student run outreach and communication committee of IIM Bangalore dedicated to form the bridge within the student community and the outside world.

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