55
NAGPUR:
Ayurvedic cosmetics
company
Vicco Laboratories
chairman
Yeshwant Pendharkar
passed away on Friday. He was 85. His nephew
Devesh
said, “My uncle was the brain behind marketing of Vicco products and led the advertising campaign.” The Vicco TV jingle on Doordarshan had set the nation abuzz in the ’80s.
Vicco’s roots lie in the greater Mumbai area, specifically
Dombivli
, where company founder
Keshav
(Yeshwant’s father) started a factory in early 1950s.
In 1985, when Vicco kick-started its Nagpur operations, founder Keshav’s younger son
Jayant
shifted to Nagpur to head the business. Keshav had five sons – Gajanan, Yeshwant, Sumant, Jayant and Ashok. Of the five brothers, two survive.
