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)

Comments (0)

ADD COMMENT

Link Copied!

Kia Connect has named Olivier Pascal as President and Chief Executive Officer with effect from 1 January 2026. He brings over 15 years of automotive industry expertise to the position, having most recently acted as General Manager of Connected Cars, where he led European initiatives for connected vehicle experiences and data development. His career includes leadership across engineering, sales, marketing and technology functions at various dealership, regional and global levels. In his new capacity, Pascal will oversee the company’s connectivity, digital, data and charging strategies, emphasising customer experience, innovation and sustainable growth throughout Europe.

This leadership transition sees Marc Hedrich and Pablo Martínez Masip departing from their positions as President & CEO and COO, respectively. During their tenure, they were instrumental in driving strategic and operational performance across European markets. Hedrich moves to the role of President for Kia France, while Martínez Masip continues as Vice President of Product and Marketing at Kia Europe.

Kia Connect is dedicated to enhancing the customer journey through a fully integrated digital ecosystem, which now supports nearly two million users. The platform combines connected car services, digital mobility solutions and charging infrastructure, aligning with Kia’s broader shift towards software-defined and electrified mobility. Central to this ecosystem is the Kia App, launched last May, which consolidates connectivity, charging and ownership services into one interface. The app provides features such as remote status checks, vehicle diagnostics and charging control, with regular over-the-air updates introducing continual improvements informed by user feedback.

A recent December update introduced a 3D visualisation feature for the EV9 model, allowing drivers to view an accurate digital representation of their own vehicle’s configuration, including exterior colour and wheel design. This addition aims to create a more intuitive and tangible connection between the driver and their car through the app. Following an evaluation period, Kia intends to extend this 3D visualisation to other electric vehicle models in 2026.

Pascal said, “Kia Connect’s mission is to make every driving and charging journey smarter, safer, more convenient and more personal. In 2026, we will deliver tangible value for our B2C and B2B customers and partners, higher-quality features, a truly personalised digital experience, scalable B2B services and a robust charging solution. By combining innovation, unique customer experiences, responsible data use and operational rigour, we will build sustainable growth and a platform that supports Kia brand differentiation and business success in Europe.”

Comments (0)

ADD COMMENT

Link Copied!

Caterham and Motul have solidified their ongoing collaboration with a new long-term agreement, blending Caterham’s focus on lightweight sports cars with Motul’s extensive expertise in advanced lubrication, honed over more than a century and a half. The alliance was celebrated publicly at Rétromobile 2026 in Paris, where a 2005 K-Series and a 2025 Super Seven 2000 were displayed on Motul’s stand. Under the renewed partnership, every new Caterham Seven produced at the company’s Dartford headquarters will leave the factory using Motul lubricants, spanning all models from the road-going 170 to each race car competing in the five Caterham Motorsport UK Championships.

Further deepening the relationship, Motul will take on the role of title sponsor for the Caterham Seven Championship UK in 2026, the brand’s premier national racing series. Known globally for its high-performance, motorsport-oriented fluid solutions, Motul brings decades of experience supporting automotive reliability and competitive success. Its technical innovation and research capabilities, proven through partnerships with major events like the 24 Hours of Le Mans and the Dakar Rally, ensure that its products meet the most demanding requirements, making Motul a natural and strategic partner for Caterham’s engineering and racing ambitions.

Ali McColl, Global Head of Marketing, Caterham, said, “This partnership is a significant milestone for Caterham, aligning our brand with a world-renowned leader in lubricants and fluid technology, reinforcing our commitment to performance across both our road and race cars. Motul brings a depth of experience in performance and efficiency that few other partners can offer. This agreement also marks an exciting new chapter for Caterham Motorsport. As we look ahead to the 2026 season, we are proud to unveil the Motul Caterham Seven Championship UK as the new name for the pinnacle of Caterham racing in the UK.”

Andreea Culcea, Chief Brand & Communication Officer, Motul, said, “We are proud to renew our partnership with Caterham, a brand renowned for its exceptional sports car expertise. Since 2019, our collaboration has been driven by shared values of performance, craft and precision. At Motul, we are developing tailor-made solutions designed to unlock the full potential of our partners’ machines. Working alongside a manufacturer like Caterham, where hand-crafted, limited-production cars are born from deep engineering know-how and passion, reflects our vision of authentic partnerships.”

Comments (0)

ADD COMMENT

Link Copied!

The Indian automotive industry has commenced the 2026 calendar year on a high note, with automakers across two-wheeler, passenger vehicle and commercial vehicle segments reporting significant YoY wholesale growth for January. The performance reflects a resilient domestic market and a burgeoning recovery in international exports.

The two-wheeler sector saw massive volume gains, spearheaded by Hero MotoCorp, which recorded dispatches of 557,871 units, marking a robust 26 percent growth compared to 442,873 units in January 2025. This performance marks the company’s 25th consecutive year of market leadership. TVS Motor Company followed with a 30 percent increase in domestic two-wheeler sales, reaching 383,262 units, while its electric vehicle (EV) wing grew by 50 percent to 37,756 units.

Royal Enfield achieved a significant milestone, surpassing 1 million year-to-date sales in just 10 months, posting January sales of 104,322 motorcycles – a 14 percent YoY increase, which includes 93,781 units in the domestic market and 10,541 units exported.

B. Govindarajan, Managing Director, Eicher Motors and CEO, Royal Enfield, said, "The new year has begun on a positive note for Royal Enfield – extending the strong momentum from the previous quarter and marking four consecutive months of healthy double-digit growth. We have crossed 1 million motorcycle sales in this financial year across the globe and also crossed 100,000 motorcycle sales in exports."

In the passenger vehicle (PV) segment, Mahindra & Mahindra reported a 25 percent growth in utility vehicles, selling 63,510 units domestically. Tata Motors Passenger Vehicles saw a dramatic 47.1 percent rise in total sales (including EVs) to 71,066 units.

Hyundai Motor India achieved its highest-ever monthly domestic sales of 59,107 units, up 9.5 percent, while Toyota Kirloskar Motor registered 30,630 units, representing a 17 percent YoY growth. Kia India also started the year strong with 27,603 units, a 10.3 percent increase and JSW MG Motor India grew 9 percent with 4,843 wholesale units.

Honda Cars India reported domestic wholesales of 6,193 units and 748 units in exports. These figures follow a January 2025 performance where the company registered 7,325 domestic units and 4,979 units in exports.

The current sales volume is supported by demand for the Honda Amaze, alongside steady contributions from the City and Elevate models.

Tarun Garg, MD & CEO, Hyundai Motor India, said, "January 2026 marks a defining chapter in Hyundai Motor India’s journey. Achieving our highest-ever monthly domestic sales of 59,107 units... reflects not only Hyundai’s brand leadership but also the collective strength of our people, partners and customers."

Nalinikanth Gollagunta, CEO, Automotive Division, Mahindra & Mahindra, said, "Building on the strong momentum of last year's performance, we began the year on a strong note in January... On 14th January, we opened bookings for XUV7XO and XEV 9S clocking 93,689 bookings for a booking value of INR 205 billion - a record-breaking milestone in just 4 hours."

Atul Sood, Senior Vice-President, Sales & Marketing, Kia India, said, "The encouraging start to 2026 reflects the continued trust customers place in the Kia brand. The positive response to the new-generation Seltos, steady demand for the Sonet, and growing popularity of the Carens Clavis and Clavis EV, underline the strength and balance of our portfolio."

Kunal Behl, Vice President, Marketing & Sales, Honda Cars India Ltd, said: “The year has begun on a strong note, supported by a healthy sales momentum. The Honda Amaze continues to bring in strong demand for its value for money offering along with the City and Elevate that contribute steadily to the overall business. We remain confident of sustaining this positive momentum in the coming months.”

The commercial vehicle (CV) sector also demonstrated strength, particularly in heavy and light cargo segments. Tata Motors reported total CV sales of 38,844 units, up 29.1 percent from 30,083 units in the previous year. Within this, Heavy Commercial Vehicle (HCV) trucks saw the sharpest rise at 41.2 percent. Mahindra’s domestic CV sales grew by 22 percent to 27,656 units, driven largely by the LCV 2T–3.5T category.

Comments (0)

ADD COMMENT

Link Copied!

In a strategic pivot from direct consumer subsidies to foundational supply-chain resilience, the 2026-27 Union Budget, presented by Finance Minister Nirmala Sitharaman, focuses on bolstering the structural integrity of the Indian automobile industry.

A cornerstone of this year’s fiscal policy is the massive infrastructure and logistics push, highlighted by the development of the Dankuni-Surat Dedicated Freight Corridor and the operationalisation of 20 new national waterways. These initiatives, alongside a coastal cargo promotion scheme aiming to double the share of waterway freight to 12 percent by 2047, are designed to drastically lower logistics costs and ease the movement of components across the country.

Simultaneously, the government is reinforcing the industry's backbone by establishing a INR 100 billion SME Growth Fund to provide long-term capital for auto-component MSMEs, while enhancing liquidity through the Trade Receivables Discounting System (TReDS) and easing regulatory hurdles via ‘Corporate Mitras’ in Tier-II and Tier-III cities.

To secure the future of high-tech mobility, the Budget further expands the India Semiconductor Mission (ISM 2.0) to include domestic equipment manufacturing and chip IP, while nearly doubling the allocation for the Electronics Components Manufacturing Scheme to INR 400 billion. This technological drive is matched by a robust commitment to the electric vehicle (EV) ecosystem, specifically through the creation of ‘rare earth corridors’ in Odisha, Kerala, Andhra Pradesh and Tamil Nadu. These hubs will provide plug-and-play ecosystems to insulate the industry from global mineral volatility and supply curbs. Complementing this is a series of customs duty exemptions on capital goods used for lithium-ion cell manufacturing and critical mineral processing, which is expected to drive down battery costs and encourage local gigafactory expansion. Finally, for the clean energy segment, the full excise duty exemption on the biogas portion of blended CNG offers immediate relief to fuel prices, marking a comprehensive effort to foster a self-reliant, sustainable, and cost-competitive automotive landscape in the wake of previous GST reforms.

Comments (0)

ADD COMMENT

Link Copied!