Fevistik is a brand extension of Fevicol. But I feel that it is a good case of customer centric innovation. Fevistik is the market leader with over 90 % market share in the Rs 35 crore Glue stick market in India. The brand was the first one to introduce the glue stick product form in the country.This innovation has changed the entire segment. Although a small brand , Fevistik is an example of customer centric innovation. This brand has changed the dynamics of this product category and changed the way customers use this product.