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)

A memorandum of understanding (MoU) has been signed by Bharat Forge Ltd (BFL), a multinational aerospace and technology company based in India, and VEDA Aeronautics (P) Ltd (VEDA), an Indian aerospace and defence company that develops and supplies unmanned systems, to develop cutting-edge unmanned aerial vehicles (UAV) and other high-speed aerial weapon systems used in combat.

BFL will provide the micro jet engines utilised in these unmanned systems, while VEDA has been involved in developing the technology for these systems for the defence forces. In order to improve India's defence capabilities and promote national self-reliance, the MoU is anticipated to be crucial in using each other's strengths.

Guru Biswal, CEO – Aerospace Division, Bharat Forge, said, "This MoU with VEDA is a testimony of our commitment to work for an ‘Atmanirbhar Bharat’ and to create niche technologies that shall support Indian and Global requirements in the evolving technological landscape of warfare. BFL will focus on indigenous development of jet engines up to 400 Kgf thrust to power the unmanned systems developed for Indian defence forces. The 40 & 45 Kgf engines developed by BFL are under serial production and will be used by VEDA for all defence projects.”

Dipesh Gupta, Managing Director, VEDA Aeronautics, said, "We are thrilled to announce our strategic partnership with BFL aerospace, which will supply small jet engines for all defence and other unmanned system projects of VEDA Aeronautics. This endeavour underscores our unwavering commitment to innovation, heralding a new era of technological advancement and strategic prowess in the aerospace domain specific to Long Range Combat UAV Systems, High Speed Aerial Targets and Multi Barrel Launched Jet Based UAV Systems.”

Honda India Foundation (HIF), the CSR arm of all Honda group of companies in India, and the Government of Uttar Pradesh have signed a memorandum of cooperation (MoC) and marked the commencement of ‘Project Annadata – Sashakt Kisan, Samridh Rashtra’, which aims to support and strengthen Farmer Producer Organisations (FPOs) in the state.

Prominent dignitaries such as Surya Pratap Shahi, the Uttar Pradesh Minister of Agriculture, and Vinay Dhingra and Katsuyuki Ozawa, trustees of the Honda India Foundation, attended the signing ceremony in New Delhi. Honda's cooperative approach to rural development was highlighted by representatives from Honda Motorcycle and Scooter India (HMSI), Honda India Power Products (HIPP) and Honda Cars India Ltd. (HCIL).

With an emphasis on systematic reviews, capacity-building efforts, business planning and operational advancements, HIF, through its implementation partner, will onboard and strengthen 10 FPOs in two clusters of five FPOs each as part of this initiative. In order to guarantee efficient FPO operations and the implementation of contemporary agricultural methods, this association seeks to offer technical assistance. In order to promote long-term sustainable practices and protect the resources for future generations, the initiative seeks to involve farmers, young people, environmental campaigners, educational institutions, legislators, non-profit organisations and other stakeholders. Over 100,000 people are anticipated to be reached during the project's initial phase, and over time, it may have an influence on one million persons involved in agriculture.

Vinay Dhingra, Trustee, Honda India Foundation, said, “At Honda India Foundation, we are dedicated to empowering rural communities and enhancing agricultural productivity, aligning seamlessly with the Government of India’s vision as also reflected in the 2025 Union Budget. Initiatives such as the Prime Minister Dhan-Dhanya Krishi Yojana, the mission for Atmanirbharta in Pulses and ensuring fair prices for farmers resonate with our objectives. Our efforts to strengthen FPOs through Project Annadata are in harmony with these priorities as we work towards improving resource access and create a resilient agricultural ecosystem that will benefit farmers at scale. This collaboration will enable us to create a meaningful impact at the grassroot. We will continue to contribute towards the development of a more resilient and prosperous agricultural ecosystem.”

The automotive retail sales in January 2025 grew by 6.63 percent YoY, a growth much better than previously anticipated by most industry observers. A total of 22,91,621 vehicles were sold across segments, which includes 15,21,862 two-wheelers (+4.15 percent YoY), 1,07,033 three-wheelers (+6.86 percent YoY), 4,65,920 passenger vehicles (+15.53 percent YoY), 93,381 tractors (+5.23% YoY) and 99,425 commercial vehicles (+8.22% YoY) according to the latest data released by the Federation of Automobile Dealers Associations (FADA).

“The auto retail sector kicked off 2025 on a promising note, aligning with FADA’s earlier survey projections that expected January to range from flat to moderately positive. Indeed, overall retail sales posted a robust 6.6 percent YoY growth, reinforcing the industry’s optimistic start. Our observations indicate that each vehicle category – two-wheeler, three-wheeler, passenger vehicle, tractor and commercial vehicle – witnessed positive momentum, pointing toward sustained consumer confidence and steady market recovery,” said C S Vigneshwar, President, FADA.

In the two-wheeler segment, urban sales outpaced rural sales on the back of new model launches, marriage season demand and improved financing as key growth drivers. However, concerns about rising interest rates, rural liquidity challenges and market uncertainty still linger.

The passenger vehicle segment saw some spike on the back of ‘2025 model year’ sales, as the previous year models do see significant discounting.

“Commercial Vehicle sales increased by 8.22 percent YoY and surged 38.04 percent MoM, with urban markets climbing from 50.1 percent to 51.2 percent share and outpacing rural growth (9.51 percent vs 6.89 percent). While higher freight rates and passenger carrier demand provided a boost, many dealers cited low cash flow, strict financing policies and sluggish industries (like cement and coal) as major hurdles. Sentiments in rural regions remained notably subdued, compounded by limited new products. Overall, the sector shows cautious optimism but faces persistent headwinds,” added Vigneshwar.

Going forward, FADA maintains a cautious optimism for February, with dealers having a mixed sentiment ranging from an uptick, flat to even a drop in sales.

The tailwinds include continuing marriage season, fresh product launches and strategic promotional activities to sustain customer footfalls. This will be aided by improved inventory management, better financing options from select lenders and backlogged orders in certain segments (such as commercial vehicles) add to the sense of guarded confidence. With supportive policies and a post-budget lift in consumer sentiment, many believe February could see a stable or slightly elevated sales curve.

On the other hand, the headwinds expected include shorter working days, pockets of weak rural liquidity and inflationary pressures. Then there is the strict lending criteria, costlier vehicles and subdued demand in certain industrial sectors to further weigh on overall performance.

Arranged in one corner of Hall 6 of Pragati Maidan in the Bharat Mobility Global Expo 2025 was an air-taxi called Shunya. Developed by Sarla Aviation, a Bengaluru-based startup, the air-taxi attracted a good deal of crowd, reflecting a new and future mode of transport or mobility.

The Shunya air-taxi prototype could facilitate a new mode of mobility much like a radio-taxi does to travel between Mumbai and Pune; between Mumbai and Kalyan; between Delhi and Jaipur or between Delhi and Meerut, for example.

Intending to launch the electric air-taxi in Bengaluru by 2028 to become the first to introduce urban air transport in India, Sarla Aviation (the company’s name is inspired by Sarla Thakral, India’s first female pilot) is steadfastly focusing on an indigenous design and manufacture since the beginning of the operations.

A testament to Sarla Aviation’s commitment to innovation and sustainability, the Shunya air-taxi proto has been designed to execute short trips of 20 to 30 kms with speeds of up to 250 kmph with up to six passengers onboard. As the first eVTOL of its kind in the country, it marks a pivotal moment in the history of Indian civil aviation, showcasing the nation’s growing prowess in cutting-edge aerospace technologies.

Capable of carrying a maximum load of 680 kg, according to a source aware of the development, the air-taxi offers a market-leading payload capacity such that every passenger can bring his or her luggage. The luggage is conveniently stored in the rear of Shunya with exterior access for ease.

Prioritising safety, purpose-driven performance and accessibility, Shunya – poised to redefine mass transportation – can take off from any flat surface, whether on top of a building or in a rural area, making it the most infrastructure-efficient mode of mass mobility ever, according to the company.

Working on a strategy that will see Shunya facilitate efficient commuting in megacities like Bengaluru, Mumbai, Delhi and Pune, Sarla Aviation is also looking at how its offering could facilitate social commitments in the form of an air ambulance that reaches where no vehicle or other means of mobility is able to reach. An air ambulance could also be used in urban and semi-urban areas to beat the road congestion.