idilite Industries, the company best known for its adhesive brands, notably Fevicol, has launched a new range of premium car care products. From repairing dents, polishing the automobile surface to cleaning upholstery, the Motomax range is pretty exhaustive.

More pertinently, this marks yet another interesting diversification for the adhesive and chemicals major. Pidilite had recently launched Holi colours under the Acron (art colours which includes crayons, oil pastels, water and poster colours) brand. A little before that, it entered the food category for the first time with Chikkers, a branded chikki. So, why this sudden spate of diversification in new areas?... more