In 1952, he started from a very small house. That house itself served as a factory, office, and warehouse. Within those four walls, a Swadeshi brand was born the brand we know today as VICCO Laboratories. The name “VICCO” was derived from “Vishnu Industrial Chemical Company.” It was not just a brand name, but an emotional tribute to his father’s name.

The initial days were extremely difficult. There was no money, no proper resources, and no market recognition. But the Pendharkar family never gave up. They made the products themselves, packed them, and sold them door to door. At that time, there were no large advertisements — only honesty and trust.

In 1959, a new chapter began in this journey. Keshavji’s son, Gajanan Keshav Pendharkar, joined the mission. He had studied pharmaceutical manufacturing and combined traditional Ayurvedic knowledge with modern science. He focused heavily on product quality, consistency, and effectiveness. This was the stage when VICCO started shaping itself into a well-structured scientific Ayurvedic brand.

At that time, people mainly used chemical-based toothpaste, which often caused gum diseases, tooth sensitivity, and other dental issues. The Pendharkars saw a big opportunity here and created VICCO Vajradanti. Made from a blend of around 18–20 medicinal herbs, this toothpaste strengthened teeth, improved gum health, and had no harmful chemical side effects. For people, it became a new yet trustworthy alternative.

Initially, VICCO Vajradanti became popular in powder form. But as customer habits changed, the company decided to launch it in paste form and this is where the real struggle began. In those days, aluminium tubes were commonly used. Soon after launching the paste, large numbers of tubes started coming back because they were leaking. This created a serious challenge for VICCO in terms of quality and trust.

The company conducted deep research to identify the root cause. They discovered that the natural chemicals present in Ayurvedic ingredients were reacting with aluminium, weakening the tubes and causing leakage. Though technical, it was a very serious issue.

To solve this problem, VICCO instructed its tube supplier to apply lacquer coating inside the aluminium tubes. This coating prevented direct contact between the paste and aluminium, completely stopping the chemical reaction. As a result, the leakage problem was permanently solved. This was not just a technical fix it was a strong commitment to quality without compromise. This innovation further strengthened the trust and credibility of VICCO Vajradanti in the market and in consumers’ minds.

After this, VICCO introduced another revolutionary product VICCO Turmeric Cream. In Indian culture, turmeric has always symbolized beauty and health. Whether it was the traditional Haldi ceremony before weddings or daily skincare remedies, turmeric was widely used. However, applying raw turmeric was time-consuming and inconvenient. VICCO transformed this traditional remedy into an easy-to-use cream. The combination of turmeric and sandalwood became a natural, safe, and effective skincare solution.

Initially, however, people did not accept the product easily. Many wondered, “Why should we apply yellow cream on the face?” Even shopkeepers were doubtful. But VICCO did not give up. They adopted a unique marketing approach live demonstrations. Sales representatives applied the cream on their own faces to show customers the results directly. Gradually, trust started building.

Soon after, VICCO created history in Indian advertising. The famous jingle, “Vicco Turmeric, Nahi Cosmetic…” became more than just an advertisement it became the soul of the brand. The jingle was repeatedly played on radio, cinema halls, and television, becoming permanently etched in people’s memories. At that time, VICCO also sponsored TV programs to continuously showcase its advertisements a highly visionary marketing strategy for that era.

But behind this success was a major struggle. In 1978, the government classified VICCO’s products as “cosmetics.” This increased taxes and also affected the brand’s Ayurvedic identity. VICCO refused to accept the decision and fought a legal battle for years even decades. Finally, in 2007, the court ruled that VICCO products were Ayurvedic medicines and not merely cosmetic products. This victory was not just for VICCO, but also for the honour and recognition of Indian Ayurveda.

Over time, VICCO expanded its product range. Pain relief products like VICCO Narayani, skincare products, shaving creams, sunscreens, and many other natural products entered the market. Today, VICCO has more than 40 products in its portfolio.

During this journey, the brand adapted itself to modern times. To connect with the younger generation, VICCO started using digital platforms. They associated popular faces like Alia Bhatt with the brand to strengthen connections with young consumers. Yet, despite all these changes, VICCO continued to preserve its core identity Ayurveda, trust, and Swadeshi values.

Today, VICCO is led by Sanjiv Pendharkar. Under his leadership, the company is reaching new heights. With an annual turnover of around ₹500 crore, exports to 40–50 countries, and deep trust across Indian households, VICCO stands as the result of a dream that began in a tiny house.

In today’s world, where “natural” and “organic” have become modern trends, VICCO has already been walking that path for decades. The world is now looking at Ayurveda with renewed respect, and VICCO has become one of the strongest pillars supporting that journey.

The story of VICCO is not just the story of a company… it is a saga of determination, self-respect, and the strength of tradition. A dream seen by an ordinary man… expanded by the next generation with the power of science… and today it has reached across the world.

This story teaches us one simple lesson:
“Our true strength lies in our roots.”

And when those roots are combined with modern thinking… an immortal brand like VICCO is created.

Author: Sanjay Satalkar
Advertising and Marketing Consultant