Vicco chief Pendharkar dies at 85

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.