Success Story: How A Humble Shopkeeper Built One Of India’s Most Iconic Ayurvedic Brands

Founded in 1952 by a grocery store owner Keshav Vishnu Pendharkar in Mumbai, VICCO Laboratories began as a humble venture with a bold vision: to bring the ancient wisdom of Ayurveda into everyday personal care. At a time when synthetic and chemical-based products dominated the market, VICCO carved a niche by offering herbal alternatives rooted in Indian tradition. (Image: Instagram)

The brand’s name—VICCO, short for Vishnu Industrial Chemical Company—soon became synonymous with purity, efficacy, and affordability. Its flagship product, VICCO Turmeric Skin Cream, launched in the 1950s, became a household staple. (Image: Facebook)

Combining turmeric’s antiseptic properties with sandalwood oil’s soothing effects, the cream was marketed as both a cosmetic and a medicinal solution—an innovative positioning that resonated deeply with Indian consumers. (Image: Instagram)

VICCO’s success wasn’t just about its products; it was about its storytelling. The brand’s iconic jingle, “Vicco Turmeric, nahi cosmetic…”, became one of the most memorable ad campaigns in Indian television history. It emphasized the Ayurvedic roots of the product, distinguishing it from chemical-laden cosmetics and building trust across generations. (Image: Instagram)

Over the decades, VICCO expanded its portfolio to include toothpaste, shaving cream, face washes, and more—all Ayurvedic, all proudly Indian. Its VICCO Vajradanti toothpaste, made from 18 herbal ingredients, became another bestseller, challenging multinational giants in the oral care segment. (Image: Instagram)

Despite changing market dynamics and the influx of global brands, VICCO remained resilient. It embraced modern packaging and digital marketing while staying true to its Ayurvedic ethos. The brand also gained international recognition, exporting to over 30 countries and appealing to the growing global demand for natural and herbal products. (Image: Instagram)

Today, VICCO stands as a testament to the power of tradition fused with innovation. It’s not just a brand; it’s a legacy that continues to thrive by honouring India’s ancient healing systems while adapting to contemporary consumer needs. (Image: Instagram)

From pharmacy shelves to pop culture references, VICCO’s journey reflects the enduring appeal of authenticity, simplicity, and trust – qualities that have made it a beloved name for over seven decades. (Image: Instagram)