Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

The highly-anticipated Bharat Mobility Global Expo 2025 commenced with a bang on 17 January 2025. The first day of the event saw vehicle exhibitors unveiling and launching a total of 34 new products at Bharat Mandapam, New Delhi.

The e VITARA, Maruti Suzuki's first electric SUV, has been released. Modern technologies including Level 2 ADAS and Suzuki Connect's next-generation connectivity are standard on the e VITARA. Additionally, Suzuki Motorcycle India has introduced three cutting-edge products: the GIXXER SF 250 Flex Fuel, India's first E85-compliant sports bike that promotes ethanol-based mobility; the e-ACCESS, Suzuki's first electric scooter and the brand-new Access 125.

Hero MotoCorp debuted a number of new products and projects including the Xpulse 210 to expand its adventure range and the Xtreme 250R to enter the 250 cc motorbike market. The company unveiled the Xoom 125 and Xoom 160 in the scooter market. Hero also unveiled the VIDA V2 e-scooter and the Hero HF Deluxe, the company's first flex-fuel motorbike powered by ethanol.

At Auto Expo 2025, BMW India debuted the BMW X1 Long Wheelbase All Electric, the company's first domestically manufactured EV. The SUV, which costs INR 4,900,000, has a 531-km MIDC range and an eDrive20L engine that produces 204 horsepower and 250 Nm of torque. Mercedes-Benz debuted the EQS Maybach SUV 680 ‘Night Series’, an opulent luxury BEV, at the Global Expo. It costs INR 26,300,000, while the Maybach GLS 600 costs INR 37,100,000. The much-anticipated Hyundai CRETA Electric was introduced by Hyundai Motor India at the Bharat Mobility Global Expo 2025, with a starting price of INR 1,799,000.

MG Motors added the MG Cyberster and MG M9 to its NEV portfolio at the Expo. These cars, which were unveiled under the recently established premium brand channel MG Select, perfectly capture the company's philosophy of customer-focused, sustainable and intelligent transportation. At the 2025 Bharat Mobility Global Expo, Tata Motors unveiled the All-New Tata Sierra. This contemporary version of the iconic car embodies the ideal harmony of sustainability, elegance and utility by fusing cutting-edge technology with classic design. With the introduction of the Eicher Pro X Range, VE Commercial Vehicles made its debut in the 2-3.5T Small Commercial Vehicle (SCV) market. Co-developed with logistics professionals, this electric-first line transforms mid- and last-mile operations. 

The new Kia EV6 was introduced by Kia India during the 2025 Bharat Mobility Global Expo. outfitted with the state-of-the-art ADAS 2.0 package, which includes 27 innovative safety and driver-assistance technologies. Greaves Cotton Limited unveiled the Race and Executive versions, two high-end Ampere Nexus variations. The 'Xyber' e-motorcycle, which has a certified range of up to 200 km on a single charge and fast-charging capabilities, was also introduced by the business.

Porsche India demonstrated the brand's dedication to sustainability and innovation by introducing two ground-breaking Battery Electric Vehicles (BEVs): the revised Taycan sports saloon and the brand-new Macan SUV. Three versions of the Macan BEV are available: the Macan Turbo (INR 16,900,000), the Macan 4S (INR 13,900,000), and the Macan (INR 12,100,000). Eight ICE and EV vehicles from India and a global range are on display by Škoda Auto India. Škoda Kylaq, Škoda Kylaq (Accessorised), Škoda Kushaq Monte Carlo, All-new Škoda Kodiaq, All-new Škoda Superb, Facelifted Škoda Octavia vRS, Škoda Elroq and the Škoda Vision 7S were among the products on display.

Tata Motors, India’s largest auto and mobility solutions company, displayed its range of ultra-modern vehicles, cutting-edge concepts advanced aggregates and intelligent digital solutions at the Bharat Mobility Global Expo 2025, setting new benchmarks in innovation, connectivity and sustainability. These exhibits are on display up to 22 January 2025, in Hall No 1 at the Bharat Mandapam (Pragati Maidan), New Delhi.

Tata Motors presented its ambition for revolutionising every aspect of personal mobility and business transportation with the largest exhibition of more than 50 displays, which included 32 aspirational, future-ready passenger and commercial vehicles. Tata Motors unveiled its next-generation green mobility solutions, which range from small cars and strong SUVs to agile micro trucks and tough heavy-duty carriers. These solutions are intended to improve safety, provide outstanding performance and completely transform the customer experience. In addition to providing visitors with 18 immersive experiences and interactive displays, the organisation showcased 20 intelligent, cutting-edge solutions to improve safety, productivity and customer experience. The company also unveiled 'Better Always' as a new motto for Tata Motors Commercial Vehicles, signifying the company's dedication to ongoing development and enhancement.

N Chandrasekaran, Executive Chairman, Tata Sons and Chairman, Tata Motors said, “For eight decades, Tata Motors has been at the forefront of shaping the future of mobility, pioneering advancements in safety, design, connectivity and sustainability. Our relentless pursuit of excellence is fuelled by a deep commitment to creating value for customers, communities and our nation. The rapid shift toward green energy and mobility, an irreversible global megatrend, has made the need for clean, zero-emission vehicles more urgent than ever. We are leading this revolution in India with smart, holistic solutions delivering exceptional performance, reliability and convenience. Our customers have ready access to an expansive range of cleaner, greener mobility options for both personal and commercial use. At the Bharat Mobility Global Expo 2025, we are proud to unveil more than 50 next-generation vehicles, visionary concepts and intelligent solutions that redefine the future of mobility across segments and applications. Rooted in our legacy of trust, innovation and responsibility, we will continue to lead the way – creating value for customers, driving the automotive industry and advancing our nation's progress with purpose and determination." 

Girish Wagh, Executive Director, Tata Motors, said, “Today marks a defining moment in Tata Motors Commercial Vehicles' journey as we introduce our new mantra, 'Better Always’, embodying our unwavering dedication to driving growth and success, for our customers and for our nation. At the Expo, we are unveiling a bold new era in mobility, showcasing 14 smart vehicles, all integrated with ADAS, alongside six cutting-edge intelligent solutions that provide real-time performance insights, and four advanced aggregates. Accelerating our aspiration towards a greener future, we are presenting four zero-emission electric vehicles, ranging from mini trucks and pickups to intermediate and heavy trucks, alongside buses designed for comfortable, long-distance travel. We are redefining last-mile mobility with the launch of the all-new Tata Ace Pro, available in multiple powertrain options, and the Intra EV, India’s most advanced electric pickup, setting new benchmarks for performance and sustainability. Our next-generation hydrogen-powered Prima Truck is set to revolutionise long-haul trucking. We’re showcasing the Prima deep mining tipper with state-of-the-art technologies. In addition, on display are an array of green mobility solutions powered by a variety of decarbonising technologies – Hydrogen, Electric, Natural gas and Flex-fuel. With relentless innovation and agility, we will continue to redefine the future of mobility with sustainable, intelligent and cutting-edge solutions – setting new industry standards and creating a lasting, positive impact on the environment.”

Shailesh Chandra, Managing Director, Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility, said, "We are honoured to spearhead India’s journey toward zero-emission mobility. With over 200,000 Tata EVs already covering more than 5 billion kilometres on Indian roads, we’ve cut down 700,000 tonnes of CO2 emission. Tata Motors has also crossed the remarkable milestone of 6 million car sales, a testament to the success of our customer centric, multi-powertrain strategy. But this is just the beginning. With relentless innovation and a deep commitment to sustainability, Tata Motors is determined to accelerate the transformation towards a future that is greener, safer and full of boundless opportunities for all. At the Bharat Mobility Global Expo 2025, we are proud to unveil our ‘Future of Mobility’ portfolio, showcasing the greenest, smartest and most advanced suite of mobility solutions. Our display embodies a holistic approach blending innovative design and smart engineering, with a profound understanding of customer needs. Today, we are thrilled to announce the return of a legend – the All-New Tata Sierra – reimagined for a new era, ready to inspire and lead once again. Alongside, in a nation first gesture, we ‘summoned remotely’ the Harrier.ev, the most powerful and technologically advanced SUV from the Tata Motors stable. Furthermore, we presented the next chapter of automotive excellence with the Avinya X concept— a bold leap into the future of luxury mobility that expands on Avinya’s commitment to sustainability, innovation and well-being. These reveals mark not just milestones, but the beginning of a boundless journey towards a future driven by lifestyle, safety, sustainability and cutting-edge technology.”

The Automotive Research Association of India (ARAI) launched the project on development of ‘Motor Vehicle Energy Consumption Calculation Tool (Bharat VECTO) for Real Drive Fuel Consumption/CO2 Emissions’, a landmark project in India’s homologation process, at the ongoing Bharat Mobility Global Expo 2025. ARAI is showcasing its technology and services at stall no H11-04, Bharat Mandapam; stall no H2-02, Yashobhoomi and stall no H1-A14, India Expo Centre & Mart from 17 to 22 January 2025.

Minister of Road, Transport and Highway Shri Nitin Gadkari; Dr Reji Mathai, Director, ARAI; P K Banerjee, Chief Executive Director, Society of Indian Automobile Manufacturers (SIAM) and Dr Sukrut S. Thipse, Senior Deputy Director – ARAI and Bharat VECTO Project Leader graced the event.

In accordance with Europe, the United States, Japan, China and other countries, the developed Bharat VECTO will be used to compute the realistic fuel consumption and CO2 emissions from Heavy Duty Vehicles (HDVs) (GVW > 3.5 tonnes) on a driving cycle basis. The BS-VII regulation will include it. Various mission profiles will be created under the Bharat VECTO project to address all HDV classifications, driving styles, road topography etc. Before being finalised for usage, the created tool will be tested on a few vehicle classifications. Along with project partners, ARAI will make every effort to create Bharat VECTO. It will be made available in Bharat Stage-VII and will serve cars powered by internal combustion engines, electric vehicles (EVs), fuel cell EVs and flex fuel vehicles (FFVs) in a phased way.

At Bharat Mandapam, a concept demo of the Over-Head Automated Charging Device (OH-ACD), one of ARAI's projects in collaboration with IIT-Madras, is on exhibit. Fast charging is possible with the 600-kW charging power, 1000V voltage and 600A current, which is made to satisfy the needs of the changing transportation environment. In addition to OH-ACD, the company is showcasing its in-house ADAS Validation Platform, a Light Commercial Vehicle with a 117 HP engine and an E-Axle for European customers and a Training Kit for the Battery Management System.

Stall number H2-02, Yashobhoomi, lists ARAI's specialised service portfolio for certification and support in developmental validation for components, systems and sub-systems. Along with engine models and lightweight components from the ARAI Fatigue Material Centre of Excellence, ARAI is also exhibiting the Acoustic Vehicle Alert System (AVAS) Bike and Battery Management System Kit, which was constructed by ARAI engineers.

Dr Reji Mathai, Director, ARAI, said, “It is a great pleasure to host Hon’ble Minister Shri Nitin Gadkari and have his presence for the launch of Bharat VECTO project. Ministry of Road Transport and Highway has played a significant role in enabling ARAI guide the auto industry towards one direction. Hence, ‘Motor Vehicle Energy Consumption Calculation Tool for Real Drive Fuel Consumption/CO2 Emissions’ will be instrumental in accelerating the momentum for industry-wide adoption of green mobility. ARAI, while being a major stakeholder in homologation and developmental testing and standardisation has also been fundamental in innovating technologies for sustainable mobility like Over-Head Automated Charging Device, Hydrogen Fuel Cell Electric Powertrain, which are at display at Bharat Mobility Global Expo. We are thrilled to showcase these technologies and drive conversations for greener tomorrow.”

Automotive customisation brand DC2, together with Mercury EV-Tech, unveiled two futuristic products – e-TANQ, a futuristic off-roader, and Europa, an ultra-luxurious showroom on wheels – at the ongoing Bharat Mobility Global Expo 2025.

The e-TANQ, an all-electric commercial vehicle developed in-house by DC2 in a partnership with Mercury EV-Tech Ltd, is intended to transform commercial and urban transportation. With a huge 180 kWh battery that produces 650 BHP, the off-roader blends sustainability and performance. DC2 also launched Europa, a custom-built, unique mobile showroom in partnership with Goldmedal Electricals. The cost of designing the opulent, cutting-edge mobile store was INR 180 million.

DC2 also displayed four other innovative items at the event. These include the Empyrean, a family-oriented luxury car that blends comfort and style; the Lex Lounge, which offers first-class luxury on daily commutes; the e-Rover, a sleek and contemporary take on the urban rickshaw; and the Vellfire Quad Luxe, a modified Toyota Vellfire that offers the luxury of a private jet on wheels.

Dilip Chhabria, Founder, DC2, said, “Bharat Mobility Global Expo 2025 has been an opportunity to reconnect with automotive enthusiasts and showcase our vision for the future of mobility. The Expo offered the perfect stage to present our innovations to a passionate audience, and we are thrilled to have been a part of it. Our collaboration with Mercury EV-Tech has been an incredible journey. Together, we’ve created a vehicle that combines the boldness of a rugged off-roader with cutting-edge electric technology, making a strong statement about our commitment to sustainability and innovation. This is just the beginning of a new chapter for DC2."

Jayesh Thakkar, Chairman, Mercury EV-Tech Ltd, said, "We believe in Dilip Chhabria's legacy of futuristic design and engineering excellence, which made his brand the perfect partner for the e-TANQ. DC2’s commitment to transforming futuristic ideas into reality is well-aligned with our vision. With the e-TANQ, both our brands aim to redefine the future of mobility by focusing on cutting-edge design and sustainability. This collaboration is a step toward creating vehicles that cater to the expectations of the modern consumer.”