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)

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Kia India, one of the leading passenger vehicle manufacturers, has announced a landmark three-year partnership with the Tennis Premier League (TPL), coming on board as the league's Exclusive Sponsor.

The multi-year agreement integrates the automaker across the entire TPL ecosystem, including its digital application and all eight franchise teams as the front-of-jersey sponsor.

The partnership marks a significant milestone for the homegrown league, which broadcasts live on Jio Hotstar and has completed 7 seasons under the auspices of the All India Tennis Association (AITA).

The event is backed by Indian tennis legends Leander Paes and Sania Mirza, alongside celebrity franchise co-owners Sonali Bendre Behl (Lucknow Blazers) and Rakul Preet Singh (Hyderabad Strikers). The league has established itself as an impactful non-cricket sporting property in India.

A core focus of the multi-year deal is the expansion of TPL’s grassroots and talent-identification infrastructure. Over the past two years, the league’s flagship ‘Race to Gold Scholarship’ initiative has provided developmental support to more than 80 young tennis players across the country.

With Kia India’s financial backing and resources, the program plans to empower an additional 120-plus young athletes in the coming years. The long-term objective of this sustained investment is to nurture Olympic-level talent capable of competing at the 2036 Olympic Games.

Atul Sood, Senior Vice President - Sales and Marketing, Kia India, said, “At Kia India, we believe sports have the power to inspire aspirations and create meaningful cultural connections. Tennis, with its youthful energy, global appeal, and premium character, strongly resonates with our brand philosophy. Our partnership with Tennis Premier League reflects a shared vision to make tennis more engaging and relevant for a new generation of audiences in India. Through TPL’s growing ecosystem and grassroots focus, we look forward to supporting greater participation, engagement, and talent development around the sport.”

Kunal Thakkur, Co-Founder, Tennis Premier League, added, "This partnership with Kia India is a great moment for us. Over the last few years, we have focused deeply on building a strong grassroots ecosystem through our app and initiatives like Race to Gold along with our League. Having a global brand like Kia India recognize and back this vision gives us the confidence to scale our efforts and truly impact the future of Indian tennis."

Mrunal Jain, Co-Founder, Tennis Premier League, stated, "TPL has always believed in creating a complete tennis ecosystem—from identifying young talent to giving them a platform at the highest level. With Kia India coming on board, we are not just adding a sponsor; we are gaining a long-term partner who shares our vision of building champions for India."

Leander Paes, 18-time Grand Slam Champion, remarked, “Over the years, Tennis Premier League has created a strong platform that is helping tennis grow at every level – from grassroots development to professional competition. Partnerships like this with Kia India is extremely important for the future of Indian tennis, as they bring long-term vision, credibility, and meaningful support to the ecosystem.”

The alliance links Kia's global sports portfolio, which includes a 25-year legacy as the major partner of the Australian Open, with India's emerging contemporary sports culture.

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Caterham has unveiled a new limited-edition model, the Seven Nürburgring Edition, marking a century of the famous German circuit widely regarded as the world’s most demanding race track. Production will be strictly limited to just 100 units globally, with customers able to choose between the Seven 420R or Seven 340R platforms depending on their market. Pricing in the United Kingdom starts at GBP 48,995 (approximately USD 65,690) including VAT.

Engineered specifically for the challenges of the Nürburgring, the car features a bespoke race suspension developed exclusively by Bilstein using its advanced vertical dynamics test rig. The setup was refined to deliver exceptional capability on both road and track, resulting in a tailored package unique to this edition. Power comes from a naturally aspirated 2.0 litre Ford Duratec engine producing 210 brake horsepower at 7,600 rpm, giving a power-to-weight ratio of 375 bhp per tonne. Paired with a five-speed gearbox, the Seven Nürburgring Edition sprints from zero to 60 miles (approximately 96 km) per hour in 3.8 seconds and reaches a top speed of 136 miles (approximately 219 km) per hour.

As a fully licensed Nürburgring product, the car incorporates distinctive circuit branding and logos, along with three available paint finishes named Traffic Red, Agate Grey and Basalt Grey, though custom colours are also offered. Exterior upgrades include a red track day roll bar, a mesh grille with a dual-colour Seven logo, a 620-style nosecone with carbon aero whiskers, a Gunmetal Grey chassis, carbon front wings and a Black Pack comprising a black windscreen, headlamp bowls and exhaust heat shield. Inside, leather seats feature Nürburgring embroidery and red stitching, echoed on the transmission tunnel, while carbon interior panels, four-point road harnesses, sequential shift lights and an individually numbered plaque for each of the 100 cars complete the package.

For a century, the 12.9-mile circuit in Germany’s Eifel Mountains, nicknamed the Green Hell, has served as the ultimate proving ground for cars and drivers with its changing elevation and 73 corners. Caterham has flourished there for decades, most notably achieving an 11th place finish at the Nürburgring 24 Hours in 2002 driven by Chris Cooper, Chris Harris, Clive Richards and Peter Haynes.

Trevor Steel, Senior Vice President – Operations, Caterham Cars, said, “For a century, this track has championed values that are at the heart of what the Seven is all about – balance, precision and an unmatched driving experience. We set out to capture the spirit of the ‘Ring, with every element of the car being honed to reflect the track’s unique demands and character. Designed both for use on the track and the road, the Seven Nürburgring Edition is a unique vehicle that perfectly pays tribute to this famous, globally renowned circuit.”

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South Korean auto major Hyundai Motor Group has entered into a multilateral agreement with 9 corporate partners from South Korea, Mainland China, Hong Kong, and France to develop an integrated hydrogen ecosystem in Hong Kong.

The announcement was made during the International Hydrogen Development Symposium 2026, coinciding with a separate intergovernmental Memorandum of Understanding (MoU) signed between the governments of South Korea and Hong Kong to align clean energy policies.

The corporate alliance is structured to establish a regional hydrogen market while positioning Hong Kong as an operations base for the Group’s expansion across the Asia-Pacific territory. The project is aligned with the Hong Kong Government’s Climate Action Plan 2050 and the city's 2024 Hydrogen Roadmap, which provides financial subsidies via the New Energy Transport Fund for zero-emission infrastructure.

The execution plan focuses on localised energy production and transit infrastructure to operate by the end of 2030. Key initiatives include:

• Waste-to-Hydrogen (W2H) Production: Utilising local landfill gas (LFG) resources to generate low-carbon fuel.
• Fleet Deployment: Introducing fuel cell commercial vehicles, focusing on tour buses and airport shuttles to service the transit sector.
• Refuelling Network: Constructing hydrogen refuelling stations (HRS) in high-traffic freight corridors.

Seung Kyu Shin, Executive Vice-President and Head of Energy & Hydrogen Policy Sub-Division, Hyundai Motor Group, said, “This MoU was signed as Hyundai Motor Group’s commitment to advancing Hong Kong’s proactive hydrogen policies and driving the acceleration of its hydrogen ecosystem utilising the Group's hydrogen business capability and experience. Starting with Hong Kong, we look forward to expanding our collaboration and business opportunities across the broader Asia-Pacific hydrogen market.”

Alpha Lau, Director-General of Investment Promotion of Invest Hong Kong, stated, “Today multi-party signing is both a landmark moment for Hong Kong’s green economy and a clear signal that the city’s hydrogen ecosystem is gaining real traction. Over the past three years, InvestHK has helped leading hydrogen enterprises establish themselves in Hong Kong, several of which have since listed on the Hong Kong Stock Exchange, raising over HK$2.5 billion in total. For businesses with global green ambitions, Hong Kong is where business growth takes shape.”

The Group's HTWO Guangzhou facility, its first overseas fuel cell production site, will manufacture and supply the vehicle systems required for the regional deployment. Under the timeline established by the consortium, project site selection will be finalised by 2027, followed immediately by the engineering design phase for the production plants.

The division of responsibilities among the ten signatory companies is structured as follows:

This project expands the Group’s global W2H portfolio, which includes the HTWO Energy Cheongju facility in South Korea utilising sewage sludge and an active landfill-to-hydrogen joint venture in Indonesia with Pertamina.

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Hyderabad-based electric vehicle company Keto Motors has marked its debut on the Bombay Stock Exchange following the completion of its reverse merger with Taaza International.

The transaction, which received approval from the National Company Law Tribunal (NCLT), Hyderabad Bench, alters the corporate identity and core business operations of the listed entity to focus on the commercial electric vehicle (EV) market.

The listing coincides with the development of the company's INR 3 billion electric bus manufacturing project in Telangana. The facility, situated in Jadcherla, is being established to support the assembly and production of commercial EV platforms, including the upcoming rollout of the Urbanova KE9, a 9-metre electric bus platform that has secured Central Motor Vehicles Rules (CMVR) Type Approval certification.

To support its engineering requirements, Keto Motors has formed a technical association with Taiwan-based TRON Energy Technology. The collaboration provides the manufacturer with access to powertrain solutions, battery systems and chassis engineering technologies for its vehicle line-up. The company is targeting demand from State Transport Undertakings (STUs), institutional fleet operators, and urban transit networks.

Venkatesh Challa, Director, Keto Motors, said, “Our BSE debut marks an important milestone in Keto Motors’ journey as we continue building a scalable electric commercial mobility business in India. This development strengthens our ability to expand manufacturing capabilities, accelerate product innovation, and support the growing adoption of sustainable transportation solutions across the country. We believe India’s commercial EV sector is entering a transformative phase, and Keto Motors is well-positioned to contribute meaningfully to this transition.”

“To all our shareholders, I would like to convey that this journey is not only about business growth, but also about contributing to India’s progress. We remain committed to building cutting-edge technology, world-class manufacturing capabilities, generating employment, and advancing sustainable mobility solutions that can play a meaningful role in the country’s growth story,” added Challa.

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