Last Updated on September 5, 2026 by Team TBH
Pidilite Industries is one of India’s most remarkable corporate success stories — a company that turned a humble adhesive into one of the most powerful brand names in the subcontinent. The name “Fevicol” has become so deeply embedded in Indian culture that it is used colloquially as a verb meaning to bond or stick permanently, a linguistic achievement that puts it in the company of brands like Xerox and Google globally.
Founded in 1959 by visionary entrepreneur Balvant Parekh, Pidilite began as a small-scale manufacturer of synthetic resins in Mumbai, Maharashtra. Over the subsequent six decades, the company has transformed into India’s undisputed leader in adhesives and sealants, construction chemicals, and art materials — a multinational enterprise with a presence in over 100 countries and a consolidated total income of Rs 13,388 crore in FY2025 (year ended March 31, 2025), growing from Rs 12,523 crore in FY2024.
What makes Pidilite’s story particularly compelling is not just its financial scale, but the depth of brand equity it has built through decades of creative advertising, grassroots distribution, and an unwavering commitment to quality. Fevicol commands approximately 70% of India’s adhesive market — an almost unparalleled dominance for a branded product in any category. Dr. Fixit leads the waterproofing solutions segment. M-Seal is synonymous with pipe repair. Together, these brands form one of India’s most powerful consumer product portfolios.
Founding History of Pidilite Industries
The genesis of Pidilite Industries lies in a keen observation made by Balvant Kalyanji Parekh in the late 1950s. The Indian adhesive market at the time was dominated by expensive, imported products that were neither affordable nor reliably available for the country’s carpenters, craftsmen, and small manufacturers. Parekh, a visionary entrepreneur with a deep understanding of industrial chemistry, identified this gap and made a bold decision: to develop a locally manufactured synthetic resin adhesive that was superior in quality, affordable in price, and available across India.
In 1959, Parekh started operations with a small-scale production unit in Mumbai, manufacturing Fevicol — a synthetic resin adhesive that would go on to become India’s most trusted bonding brand. The product’s ease of use, superior bonding strength, and versatility across wood, paper, fabric, and other materials made it an immediate success with consumers and trade professionals alike. Within a few years, Fevicol had become the go-to adhesive for India’s vast carpenter and furniture-making community.
The company’s first major manufacturing expansion came in 1963, when Pidilite opened a dedicated production facility in Vapi, Gujarat — a location that would become the cornerstone of its manufacturing operations. The Vapi facility enabled the company to scale production significantly and establish a more organized supply chain. Through the 1960s and 1970s, the product portfolio expanded steadily: Fevitite (a two-component epoxy adhesive) and Feviquick (an instant adhesive) were introduced as Pidilite broadened its reach across different bonding applications.
The 1980s marked Pidilite’s first steps into international markets. The company established a subsidiary in Dubai, United Arab Emirates, initiating what would become a decades-long international expansion strategy. R&D capability was progressively institutionalised — the first dedicated R&D centre was established in Mumbai in 1994, followed by a second world-class facility in Singapore in 2005. These investments in research infrastructure have been central to Pidilite’s ability to continuously develop innovative products and maintain its technological edge.
Today, the Parekh family’s legacy lives on in a company that has grown from a single adhesive to a diversified portfolio of over 300 products across adhesives, construction chemicals, art materials, and industrial chemicals — generating Rs 13,388 crore in total income in FY2025 and serving customers in more than 100 countries.
Brand Architecture of Pidilite Industries
Pidilite operates a carefully structured brand architecture that enables it to serve distinctly different customer segments under a coherent strategic umbrella. The company’s brand portfolio is organized into two primary business segments:
Consumer & Bazaar (C&B) Products
The Consumer & Bazaar segment is the revenue engine of Pidilite, contributing approximately 80% of total group revenue. It encompasses brands sold directly to end-consumers and trade professionals through retail channels. The flagship brands in this segment include:
Fevicol — the iconic synthetic resin adhesive, commanding ~70% of India’s adhesive market. Sub-brands include Fevicol SH (standard), Fevicol Marine (water-resistant), and Fevicol Hi-Per (high-performance).
Fevikwik — a cyanoacrylate instant adhesive marketed for quick repairs. One of India’s most recognizable adhesive brands, known for its witty advertising and the memorable “Fevikwik Fish” campaign.
M-Seal — a two-component epoxy sealant widely used for pipe leaks and repairs. M-Seal is a generic term for epoxy putty sealants in India, reflecting Pidilite’s dominant market position.
Fixit — Pidilite’s comprehensive waterproofing and construction chemicals brand. Positioned as the expert solution for building professionals and homeowners managing moisture and leak challenges.
Hobby Ideas — art and craft supplies targeted at children, students, and hobbyists. The brand is positioned as India’s leading art materials brand for creative expression.
Roff — a range of tile adhesives, grouts, and tile care products targeted at professional tilers and construction contractors.
Industrial & Business-to-Business (B2B) Products
The Industrial segment contributes approximately 20% of group revenue and serves professional, commercial, and industrial buyers through specialized distribution channels.
Key brands include Dr. Fixit (industrial waterproofing systems), Roff (construction chemicals for large-scale projects), Pidiproof (specialized waterproofing membranes), and a growing range of electronics adhesives distributed through the Colltech partnership established in 2023.
These products are sold directly to construction contractors, infrastructure developers, industrial manufacturers, and OEM buyers.
Brand Elements of Pidilite
Brand Name
The name “Pidilite” is a composite that reflects the founder’s personal and familial identity. “Pi” derives from the founder’s surname Parekh, and “di” from his wife Dilnavaz’s name. “Industries” was appended to signal the company’s diversified manufacturing character. This origin gives the brand name a deeply personal quality that is rare in Indian corporate history.
Logo
The Pidilite Industries logo presents the brand name in bold, uppercase letters with a distinctive design detail: the letter “i” is replaced by a droplet symbol, representing the liquid, adhesive nature of the company’s core products. The red and blue colour scheme communicates dual values — red for the passion, energy, and innovation that drives the business, and blue for the reliability, trust, and consistency that defines its relationship with customers.
Packaging
Pidilite’s product packaging is a powerful brand equity asset in its own right. The iconic orange packaging of Fevicol is one of India’s most instantly recognizable retail liveries, visible in hardware stores, furniture workshops, and construction sites across the country. Fevikwik’s yellow and white packaging communicates speed and simplicity. Dr. Fixit’s blue and red professional aesthetic signals technical expertise and reliability. Each packaging system is designed for maximum shelf visibility, category cue communication, and brand recognition among both trade professionals and end-consumers.
Brand Slogan
“Building Bonds” is Pidilite’s master brand slogan — a deliberate double entendre that speaks simultaneously to the company’s technical function (building strong adhesive bonds) and its broader aspiration (building human bonds, trust, and relationships). The slogan is understated yet powerful, reflecting the brand’s confidence in letting its product performance speak for itself. Individual brand slogans reinforce this master narrative: Fevicol’s “Mazboot Jod Hai Toh Tootega Nahi” (A strong bond never breaks) has become one of India’s most quoted advertising taglines.
Brand Campaigns of Pidilite Industries
Pidilite’s advertising legacy is inseparable from the legacy of Ogilvy India and the late advertising genius Piyush Pandey, whose Fevicol campaigns are universally regarded as masterclasses in Indian consumer communication. In a deeply moving tribute, Pidilite’s Annual Report 2025-26 was dedicated to Pandey’s contributions, including the completion of his final Fevicol script “Kursi” — preserved and brought to life posthumously by collaborators at Ogilvy and filmmaker Prasoon Pandey.
Fevicol Campaigns
“Mazboot Jod Hai Toh Tootega Nahi” (A strong bond never breaks) established Fevicol as more than a product — it became a cultural metaphor for any unbreakable bond. The subsequent “Fevicol Ka Jod Hai, Toote Na” campaign deepened this positioning.
What makes Fevicol’s advertising exceptional is its creative restraint: rather than showing the product at work, the campaigns typically show absurd, humorous situations where something holds together against all odds — implicitly because of Fevicol’s bond.
The most recent landmark Fevicol campaign is “Jugalbandi” (June 2024), which celebrates musical partnerships and the art of lasting creative bonds. The campaign uses the metaphor of two musicians performing together in perfect harmony as a proxy for Fevicol’s bonding properties — a culturally resonant choice that connects the brand to India’s rich classical music heritage while keeping the communication warm, human, and memorable.
Fevikwik Campaigns
Fevikwik’s brand communication has consistently leveraged wit and exaggeration to demonstrate the product’s instant bonding power. The legendary “Fevikwik Fish” campaign — in which a fisherman catches a fish by applying Fevikwik to a single finger and dipping it in water — remains one of Indian advertising’s most beloved and shared pieces of creative work. The campaign won international recognition and cemented Fevikwik’s positioning as the go-to instant adhesive for any quick fix.
In February 2024, Pidilite launched the “Galti Sudharne Ka Mauka De” (Give a chance to correct the mistake) campaign for the new Fevikwik Gel variant. The campaign used the insight that many mistakes — a broken favourite cup, a torn beloved book — can be corrected with precision adhesive application, repositioning Fevikwik Gel as a tool for redemption and repair rather than mere convenience. The KwikGPT campaign, an AI-inspired communication, further updated the brand’s relevance for a digitally native younger audience.
Dr. Fixit Campaigns
“Waterproofing Ka Baap” (The Father of Waterproofing) is Dr. Fixit’s most impactful recent campaign, featuring Amitabh Bachchan as the authoritative brand ambassador whose gravitas perfectly mirrors Dr. Fixit’s expert positioning. The campaign uses Bachchan’s legendary “Big B” persona to drive home the message that professional-grade waterproofing is not optional — it is the foundational act of responsible construction.
The “Dr. Fixit Leak-Free Home” campaign extended this narrative, successfully shifting consumer behaviour from reactive repair (fixing leaks after they occur) to proactive waterproofing during the construction phase — producing a measurable 15% lift in the retail waterproofing market segment.
Roff Campaign
“Magar Ki Jakad” (The Crocodile’s Grip) is Roff’s standout campaign, created by Ogilvy India. The television commercial uses the image of a crocodile’s legendary jaw strength as a metaphor for the unbreakable grip of Roff tile adhesives — a memorable and culturally resonant visual metaphor that successfully differentiated Roff’s performance claims in a category that had historically struggled to create distinctive brand communication.
The campaign’s creative approach drew deliberate parallels to the classic Fevicol and Fevikwik campaigns, positioning Roff within Pidilite’s advertising heritage.
Hobby Ideas Campaigns
Hobby Ideas’ brand communication centres on creative empowerment and the joy of making. The “Create What You Imagine” platform celebrates the freedom of artistic expression, while the “Hobby Ideas Art Room” campaign showcased the diverse art forms enabled by the brand’s comprehensive product range.
Hobby Ideas regularly organizes workshops, school events, and creative competitions to engage directly with its core audience of children, students, and hobbyist artisans — building brand affinity through hands-on experience rather than passive advertising.
Marketing Strategies of Pidilite Industries
1. Trade-Led Distribution: Reaching the Last Mile
Pidilite’s marketing success is inseparable from its distribution excellence. The company has built one of India’s deepest trade networks in the adhesives and chemicals category, with over 4,000 distributors and a field sales team of over 3,000 professionals covering the entirety of India’s diverse retail geography — from tier-1 metros to tier-4 towns and rural markets.
This network ensures that Fevicol, M-Seal, and Fevikwik are available at virtually every hardware store, paint shop, and building materials retailer in the country. The trade network is supported by dedicated relationship management with carpenters, masons, waterproofing contractors, and other professional end-users who are the primary recommendation channel for Pidilite’s construction chemicals.
2. Influencer Marketing: The Professional Endorser
Long before the term “influencer marketing” existed, Pidilite was executing it brilliantly. The company’s approach targets the trade professionals — carpenters, contractors, masons, plumbers, and waterproofing specialists — who are the authentic recommendation source for adhesive and construction chemical purchases.
By building deep relationships with these professionals through product training, demonstrations, loyalty programmes, and branded tools, Pidilite has created a vast army of organic brand advocates whose recommendations drive millions of purchase decisions annually.
Amitabh Bachchan’s endorsement of Dr. Fixit adds mass-market celebrity credibility to what is already a deeply trade-endorsed brand.
3. Advertising Philosophy: Storytelling Over Selling
Pidilite’s advertising philosophy — shaped by decades of collaboration with Ogilvy India and the late Piyush Pandey — is built on storytelling rather than feature-selling. Rather than explaining why Fevicol is stronger than competing adhesives, the campaigns show situations so absurdly permanent that only Fevicol’s bond could be responsible.
Rather than listing Dr. Fixit’s technical specifications, the “Waterproofing Ka Baap” campaign creates an emotional authority through Amitabh Bachchan’s persona. This approach generates advertising that is not merely seen but remembered, discussed, and shared — delivering earned media value far beyond the paid media spend.
4. Research & Development: Innovation as Competitive Moat
Pidilite has historically invested approximately 6% of its revenue in research and development — an unusually high commitment for a consumer goods company of its scale and a reflection of the company’s conviction that product innovation is its most durable competitive advantage.
The two R&D centres — in Mumbai and Singapore — work on developing next-generation adhesive and chemical formulations, improved sustainability credentials (lower VOC, bio-based materials), and new product categories including electronics adhesives.
The Singapore R&D centre provides access to advanced materials science capabilities and proximity to the rapidly evolving Asian manufacturing ecosystem.
Financial Performance of Pidilite Industries
Pidilite Industries has delivered consistent, high-quality financial performance over many years, driven by volume-led growth in the Consumer & Bazaar segment, healthy EBITDA margins sustained above 24%, and strong cash generation that has enabled both organic investment and selective acquisitions. Below are the key verified FY2025 financial metrics from the company’s regulatory filings (year ended March 31, 2025).
For a detailed review of Pidilite’s consolidated profit & loss account over multiple periods, Explore Pidilite Consolidated P&L A/c on Moneycontrol.
Segment Revenue Breakdown of Pidilite Industries
The Consumer & Bazaar segment — encompassing Fevicol, Fevikwik, M-Seal, Dr. Fixit, Hobby Ideas, and Roff — contributes approximately 80% of total group revenue.
The adhesives and sealants category alone generates over 53% of consolidated revenues, highlighting the extraordinary commercial importance of Pidilite’s founding product category.
Construction and paint chemicals contribute approximately 20%, industrial resins and chemicals 7%, art and craft materials 6%, and pigments and preparations 6%.
India remains the dominant revenue market, contributing approximately 90% of group revenue, with international operations comprising the balance.
This domestic concentration reflects both the strength of Pidilite’s Indian market position and the significant growth opportunity that continues to exist as the company deepens its international presence.
International Presence & Recent Acquisitions
Pidilite’s international expansion strategy has been deliberate and patient — building credibility in each market before scaling, rather than aggressive simultaneous multi-market entry. The company now operates in over 100 countries, with significant subsidiary and joint venture presence in the Middle East, Africa, the United States, Europe, and Southeast Asia.
Key International Developments
Middle East Consolidation (2023): Pidilite increased its holding in Pidilite MEA Chemicals LLC from 49% to 100% in June 2023, giving it full control over its UAE operations.
PidilitePuma MEA Joint Venture (2023): In October 2023, Pidilite MEA Chemicals LLC and Corporacion Empresarial Grupo Puma SL (Spain) jointly established PidilitePuma MEA Chemicals LLC in the UAE — a strategic partnership to manufacture and distribute construction chemicals across the Middle East and Africa.
Electronics Adhesives — Colltech Partnership (2023): Pidilite partnered with Colltech for the exclusive distribution of electronics adhesives in India, with a dedicated application laboratory established in Bangalore in 2024 to support this high-growth category.
C-Techos Walling Acquisition (2025): Pidilite agreed to acquire the remaining 40% stake in Pidilite C-Techos Walling Limited, consolidating its position in the wall-care products segment.
These strategic moves reflect Pidilite’s pattern of building targeted international positions through JVs, minority acquisitions that become full acquisitions over time, and category extensions into adjacent technical product segments where its R&D capability provides genuine differentiation.
Sustainability & CSR Initiatives
Pidilite Industries has embedded sustainability across both its operations and its social responsibility agenda, recognizing that long-term business success and environmental stewardship are inseparable.
Environmental Commitments
- The company has reduced its greenhouse gas (GHG) emissions by 27% since 2010 across its manufacturing operations, against a target of an additional 30% reduction by 2030.
- Water conservation programmes have been implemented across manufacturing facilities, with a focus on recycled water use and reducing freshwater consumption intensity.
- Waste reduction programmes aim to minimize landfill disposal from manufacturing processes, with a target of zero-waste-to-landfill across key facilities.
- R&D investment in low-VOC (Volatile Organic Compound) formulations addresses growing regulatory and consumer demand for safer, more environmentally responsible adhesives and construction chemicals.
Corporate Social Responsibility
- Fevicol Scholarship Programme: Provides merit-based scholarships to economically weaker-section students, supporting educational access for India’s most underprivileged youth.
- Mobile Medical Van Initiative: Deploys mobile healthcare units to underserved communities in Pidilite’s operational areas, providing free primary medical care, diagnostics, and health education.
- Skill development programmes: Training programmes for carpenters, masons, and waterproofing contractors improve livelihoods while also building a technically proficient user base for Pidilite’s products.
Future of Pidilite Industries
Pidilite’s future trajectory is shaped by a combination of structural growth tailwinds in its core Indian market, accelerating international expansion, and category extension into new, adjacent product segments.
Construction Sector Growth
India’s construction sector — the primary end-market for Fevicol, Dr. Fixit, Roff, and M-Seal — is expected to grow at a healthy pace over the next decade, driven by government infrastructure investment, urban housing demand, and the ongoing shift from informal to organized construction practices. As construction standards improve, the penetration of waterproofing, tile adhesives, and specialized construction chemicals is expected to rise significantly, directly benefiting Pidilite’s premium product portfolio.
Electronics Adhesives: The Next Frontier
The 2023 Colltech partnership and the 2024 Bangalore application laboratory establishment signal Pidilite’s ambitions in the high-growth electronics adhesives market.
As India’s electronics manufacturing sector expands under the Production-Linked Incentive (PLI) schemes and global supply chain diversification trends bring more manufacturing to India, the demand for precision adhesives for electronics assembly — a category dominated by specialty chemical companies globally — represents a meaningful future revenue opportunity.
International Market Deepening
With subsidiaries and JVs now established across the Middle East, Africa, the United States, and Europe, Pidilite is increasingly positioned to leverage its product innovation and brand-building expertise beyond India. The PidilitePuma MEA JV is a particularly promising vehicle for growth in the high-potential Middle East and Africa construction chemicals market.
Premiumisation and Portfolio Expansion
The company is actively investing in premium product variants (e.g., Fevicol Marine for high-humidity applications, Dr. Fixit’s professional waterproofing systems) and innovative new formats (Fevikwik Gel) that command higher price points and better margins. This premiumisation strategy mirrors the broader consumer trend across India where quality and performance are increasingly prioritised over price.
For context on how leading Indian FMCG companies structure their brand portfolios to support such growth strategies, see this analysis on Exploring the Brand Architecture of HUL — a deep dive into how Hindustan Unilever has structured a multi-brand portfolio across categories, offering a useful framework for understanding Pidilite’s own brand architecture evolution.
Frequently Asked Questions (FAQs)
Q: What is Pidilite Industries and what does it make?
A: Pidilite Industries is India’s leading manufacturer of adhesives, sealants, construction chemicals, art materials, and industrial chemicals. Founded in 1959, its most famous brand is Fevicol — India’s dominant adhesive holding ~70% market share. Other key brands include Fevikwik (instant adhesive), M-Seal (epoxy sealant), Dr. Fixit (waterproofing solutions), Roff (tile adhesives), and Hobby Ideas (art and craft materials).
Q: What were Pidilite Industries’ FY2025 financial results?
A: Pidilite Industries reported consolidated total income of Rs 13,388 crore in FY2025 (year ended March 31, 2025), up 6.9% from Rs 12,523 crore in FY2024. Net profit (PAT) rose 20% to Rs 2,096 crore from Rs 1,747 crore. Q4 FY2025 PAT jumped 41% to Rs 428 crore. EBITDA margins have been consistently sustained above 24-25%.
Q: Who founded Pidilite Industries and when?
A: Pidilite Industries was founded in 1959 by Balvant Kalyanji Parekh in Mumbai, Maharashtra. Parekh identified the gap in India’s adhesive market — dominated by expensive imported products — and launched Fevicol as an affordable, high-quality local alternative. Today the company is managed by MD Sudhanshu Vats.
Q: What is Fevicol’s market share in India?
A: Fevicol holds approximately 70% of India’s adhesive market — one of the highest market share concentrations of any branded consumer product in any Indian category. This dominant position has been built over six decades through consistent product quality, deep distribution, and some of India’s most memorable and trusted advertising campaigns.
Q: What are Pidilite’s most famous advertising campaigns?
A: Pidilite’s most iconic campaigns include Fevicol’s “Mazboot Jod Hai Toh Tootega Nahi” and the recent “Jugalbandi” (June 2024); Fevikwik’s legendary “Fish” campaign and the 2024 “Galti Sudharne Ka Mauka De” for Fevikwik Gel; Dr. Fixit’s “Waterproofing Ka Baap” featuring Amitabh Bachchan; and Roff’s “Magar Ki Jakad” campaign. Many of these were created by Ogilvy India’s Piyush Pandey, whose work Pidilite has honoured in its Annual Report 2025-26.
Q: How many countries does Pidilite operate in?
A: Pidilite Industries is present in over 100 countries, with subsidiaries and operations across the Middle East, Africa, the United States, Europe, and Southeast Asia. India remains the dominant revenue market at approximately 90% of consolidated revenues. Key international moves include the 100% acquisition of Pidilite MEA Chemicals LLC in the UAE (2023) and the PidilitePuma MEA joint venture established with Spain’s Grupo Puma in October 2023.
Q: What is Dr. Fixit and how is it different from Fevicol?
A: Dr. Fixit is Pidilite’s comprehensive waterproofing and construction chemicals brand, distinct from Fevicol’s adhesive focus. Dr. Fixit products are used for roof waterproofing, bathroom waterproofing, wall dampness treatment, crack-filling, and other building protection applications. The brand is positioned as the expert solution for construction professionals and homeowners, with Amitabh Bachchan as brand ambassador reinforcing the “authority in waterproofing” positioning.
Q: What is Pidilite’s market capitalisation?
A: Pidilite Industries’ market capitalisation is approximately Rs 1.48 lakh crore (around USD 17.7 billion) — making it one of the most valuable companies in India’s chemicals and consumer goods sector. The company is listed on both the BSE and NSE in India.
Q: What are Pidilite’s key sustainability initiatives?
A: Pidilite has reduced greenhouse gas emissions by 27% since 2010 and targets an additional 30% reduction by 2030. The company runs water conservation and waste reduction programmes across its manufacturing facilities. Its CSR initiatives include the Fevicol Scholarship Programme for economically weaker students and the Mobile Medical Van programme providing free healthcare to underserved communities.
Q: What are the growth drivers for Pidilite Industries in the coming years?
A: Pidilite’s key growth drivers include: (1) India’s construction sector boom — driven by government infrastructure spending and urban housing demand, directly benefiting adhesives and construction chemicals; (2) Electronics adhesives — the Colltech partnership and Bangalore application lab position Pidilite for India’s expanding electronics manufacturing sector; (3) International expansion — deepening presence through the Middle East JV and African markets; and (4) Premiumisation — high-value product variants like Fevicol Marine, Dr. Fixit professional systems, and Fevikwik Gel commanding better margins.
Conclusion
The journey of Pidilite Industries from a small adhesive manufacturer in 1959 Mumbai to a Rs 13,388 crore global enterprise is a masterclass in brand-building, distribution excellence, and the power of consumer trust. What Balvant Parekh started with a single product — Fevicol — has grown into one of India’s most revered corporate institutions, with a brand portfolio that reaches into construction sites, kindergarten classrooms, bathroom renovation projects, and professional workshops across 100+ countries.
Pidilite’s competitive moat is unusually wide and durable. Fevicol’s 70% market share in adhesives is the product of six decades of brand investment, deep trade relationships, and some of India’s most loved advertising. Dr. Fixit’s authority in waterproofing, built on both technical credibility and Amitabh Bachchan’s endorsement, positions the brand as the default professional recommendation in a high-growth construction segment. The company’s R&D commitment — ~6% of revenue — ensures that product innovation continues to outpace competitive imitation.
With FY2025 delivering Rs 2,096 crore in net profit (up 20% YoY), EBITDA margins consistently above 24%, and a management team that is cautiously optimistic about demand recovery in the construction sector, Pidilite is well-positioned to compound its growth over the next decade. The strategic moves in electronics adhesives, Middle East JVs, and domestic premiumisation all point to a company that understands its strengths deeply and is extending them deliberately rather than opportunistically.
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