“Vicco turmeric nahi cosmetic. Vicco turmeric Ayurvedic cream. keel muhaason ko jad se mitaye. Haldi Chandan ke gun isme samaye. Tvacha ko raksha Kare Ayurvedic cream, Vicco turmeric Ayurvedic cream.”
If you sang those lines, you’re truly a legend!
The unforgettable jingles from Vicco are still fresh in our minds. From Vicco Turmeric cream to Vicco Vajradanti toothpaste, this brand was a hit in the 90s. Even Alia Bhatt endorsed the toothpaste recently.
Vicco was established by Keshav Vishnu Pendharkar in 1952.
In today’s cutthroat market, new products are launched almost every day. But only those meeting high-quality standards, authenticity, and pricing make a lasting impression. VICCO is one such brand that has earned consumers’ trust since its inception. Its founders started producing top-quality, affordable products in a small kitchen nearly seven decades ago.
Starting from a Kitchen – The Humble Origins of Vicco
Vicco, short for Vishnu Industrial Chemical Company, was named after its founder Keshav Vishnu Pendharkar. He first ran a small grocery store in Nagpur district of Maharashtra to support his family. Later, he moved to Mumbai and worked various jobs to earn a living.
He first lived in Bandra, a suburb of Mumbai, and later settled in Parel.
While living there, he noticed a high demand for allopathic medicines and foreign cosmetics. This observation led him to start his brand as an alternative to the popular foreign cosmetic brands.
Before launching ‘Vicco’, Pendharkar studied ancient scriptures to understand Ayurvedic medicine-making, with a focus on herbs. His brother-in-law, who was knowledgeable in Ayurvedic medicines, helped him during this learning phase.
First product – Toothpowder
Vicco Turmeric Skin Cream was the brand’s first beauty product, launched in 1975.
VICCO quickly gained consumer trust and popularity. Around 1971, Keshav’s son Gajanan took charge of the company and entered the beauty and cosmetic sectors. The company introduced Vicco Turmeric Skin Cream, a well-received beauty product made from turmeric.
VICCO expanded its product line with several new offerings. These included VICCO Sugar-Free Paste for diabetics, VICCO Turmeric Foam Base Multipurpose Cream, VICCO Turmeric Oil Base All Purpose Cream, and VICCO Turmeric WSO Cream. These products were launched to tap into the growing beauty and cosmetic market in India.
In a few years following these launches, the company reached a valuation of Rs 700 crore. Despite VICCO’s huge success, the Pendharkar family still controls company policies, sales, product launches, exports, expansion plans, and other key decisions.
Today, VICCO produces over 40 products like toothpaste, toothpowder, beauty creams, facewash, and night creams. These products are sold not just in India but also exported to many countries worldwide.
Vicco’s Annual Turnover
Vicco’s earnings have grown significantly from a modest annual turnover of Rs 10,000 in 1955. According to online information, the company reportedly made a revenue of Rs 500 crore in the financial year 2022.
The company’s founder, Keshav Pendharkar, passed away in 1971. Currently, Sanjeev Pendharkar, a third-generation entrepreneur, leads the company as the CEO, guiding VICCO towards ongoing growth and success.
