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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The Federation of Automobile Dealers Associations (FADA) has successfully wrapped up the third edition of Vyapar Delhi alongside the 22nd national Vyapar conclave at Le Méridien in New Delhi. Centred on the theme ‘Vyapar Delhi – Badalti Dilli’, the event gathered over 200 automobile dealers, senior policymakers, original equipment manufacturer leaders, financial institutions, and domain experts. Their goal was to deliberate on the future of automotive retail and mobility within the National Capital Region.

The event was honoured by the presence of Rekha Gupta, Chief Minister of the Government of NCT of Delhi, as the chief guest. Key policy discussions tackled pressing dealer challenges, including the draft Delhi Electric Vehicle Policy, the vehicle scrappage policy, the Municipal Corporation of Delhi’s classification of workshops as industrial versus commercial and the long-pending compensation cess issue. A dedicated technical session offered legal clarity on the cess and a path forward to protect dealers’ legitimate financial credits.

A major highlight was the panel discussion titled ‘Badalti Dilli: Reimagining Passenger Mobility in India’s Capital’, featuring senior leaders from JSW Motors, Volvo Car India, Honda Cars India, BYD India and Nissan Motor India. They explored changing consumer expectations, electrification pathways, product strategy and dealers’ role as critical enablers of India’s mobility transition. Additional sessions covered artificial intelligence-led dealership transformation, future-ready retail practices, and presentations from finance and technology partners.

Road safety remained a strong undercurrent throughout the day, with FADA reaffirming its commitment to helmet and seatbelt awareness, responsible driving behaviour and first response training including CPR at dealership levels. Vyapar Delhi 2026 ultimately reaffirmed FADA’s role as a constructive stakeholder in shaping policy, supporting environmental goals, strengthening road safety outcomes and safeguarding livelihoods.

The Chief Minister said, "We are committed to the mission of a 'Clean Delhi, Green Delhi, and Smart Delhi.' Our government has introduced the country’s most comprehensive EV Policy, allocating INR 40 billion over the next four years to provide subsidies, tax waivers and scrapping incentives that drive us toward green mobility. To tackle pollution at its source, we are revolutionising our transportation sector through massive investments, for the Metro and the establishment of automated fitness centres to ensure every vehicle on our roads is fit and emission-free. A 'Viksit Bharat' by 2047 is only possible with a 'Viksit Delhi.' I call upon our automobile dealers to act as the government's 'working hands' in motivating citizens to shift to clean energy. We are streamlining our policies to make registration easier and more efficient, ensuring that the people of Delhi have a world-class, environment-friendly experience right here in the capital. Together, we will transform Delhi into a city that defines the future of sustainable urban living."

Reiterating FADA’s continued engagement with policymakers, leadership development through FADA Academy, GenX and Women in FADA, as well as sustained legal efforts on the Compensation Cess matter, C S Vigneshwar, President, FADA, said, “Delhi is in motion, not just on its roads, but in its ambition, and at FADA, we believe automobile dealers must be full partners in this transformation. While we fully support the city’s commitment to a greener future and the Draft EV Policy, it is vital that this transition includes the 17,500 trained professionals whose livelihoods are woven into Delhi’s automotive ecosystem. Our vision of ‘Badalti Dilli’ is one where enablement moves faster than enforcement, where economic growth, road safety initiatives like CPR training and our ‘Buckle Up’ campaign and environmental responsibility progress together without leaving anyone behind.”

Shailender Luthra, Chairperson, FADA Delhi, said, “Today’s gathering reflects a changing Delhi and an evolving auto retail trade. The sector today is vastly different from what it was five years ago, and we are witnessing a significant shift driven by rising consumer confidence and aspiration, with Delhi recording a 17 percent growth in vehicle sales as of March 2026. Annual new vehicle registrations stood at nearly 800,000 units. Our industry remains a vital pillar of the city’s economy, with 550 dealership outlets providing employment to over 55,000 individuals and contributing approximately INR 71.5 billion to Delhi’s revenues through motor vehicle taxes and GST – INR 26.5 billion annually in motor vehicle tax and INR 45 billion as GST contribution from the auto sector. The data clearly shows that India is no longer debating electric vehicle adoption; it is actively embracing it. Delhi has witnessed a sharp increase in electric commercial vehicles and a 62 percent rise in electric two-wheeler adoption. To support and lead this transition, FADA has proposed to the Delhi Government the installation of 150 public charging stations at our own cost. In parallel, we are committed to strengthening local employment through skill development centres at ITIs and have also proposed the establishment of a vehicle scrappage centre to further support the government’s environmental objectives. At FADA, we believe we are doing far more than selling vehicles – we are shaping the future of mobility. As Delhi and its businesses evolve, I am confident that our dealers will not only keep pace with change but will lead this vital transformation towards a sustainable future.”

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Škoda Auto follows up its 2025 Milan Design Week debut with another appearance at Palazzo del Senato. The carmaker has commissioned Spanish architect Ricardo Orts, whom Forbes listed among the top 100 creative business people in 2024, to build an installation centred on modelling clay. That same playful material anchors the advertising push for the forthcoming Epiq, a compact electric crossover. Visitors will see the camouflaged vehicle alongside Orts's large scale works, all designed to showcase how Škoda currently thinks about form and function.

Palazzo del Senato hosts this event from 21 to 26 April. Orts, who runs Ulises Studio, has filled the Baroque courtyard with bright colours that blur the line between screens and physical space. Two pieces take centre stage: the hidden Epiq and a sculptural version called Epiq Sculpt. Their modern look clashes boldly with the historic architecture. The slogan woven through the presentation highlights a feeling of pleasant surprise: ‘Ooooh, that’s EpiQ!’

Beyond the main display, the open atrium offers several draws. A digital corner uses an LED screen to let people explore the Epiq and the brand. There are quiet zones, an open seating area, a space for children and a corner for group exercise and wellness talks. A Škoda Elroq has been turned into a mobile café selling Curiosity Fuel Coffee. Design leader Chan Park will join Orts for a conversation called Epiq Talks, giving guests a closer look at the project's origins.

Škoda Auto uses its Milan presence to champion curiosity, transformation and hands on discovery. The setup welcomes quick stops for a drink as well as full day visits with exercise sessions and discussions. Everyone from young children to design enthusiasts will find something engaging. The ultimate goal is to help people feel wonder again and enjoy how art can reshape ordinary spaces.

Martin Jahn, Škoda Auto Board Member for Sales and Marketing, said, “Milan Design Week allows us to further elevate the Škoda brand and present it far beyond the automotive world – as a brand driven by design, creativity and innovation. Our installation brings the Modern Solid design language to life in a playful, immersive way that invites people to experience our brand, not just observe it. At the heart of this presentation is the Epiq – a clear expression of our ambition to make electric mobility more accessible and to inspire new customer groups through design-led storytelling.”

Orts said, “Škoda Auto fits naturally into my visual world. It combines playfulness and accessibility with a strong technical and carefully considered design language. This balance between imagination and precision deeply resonates with my own work.”

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The German Rubber Industry Association (wdk) has expressed deep concern over the widening gap between automotive manufacturers and their suppliers in Germany, a trend observed for the first time since 2025. Managing Director Boris Engelhardt noted that many industry suppliers are fighting for economic survival. While car manufacturers continue to grow, German suppliers are shrinking. Engelhardt condemned automakers for demanding financial concessions from struggling suppliers, warning this threatens their very existence.

For decades, German automakers and suppliers worked hand in hand to achieve global leadership. Engelhardt argues this cooperation is now being abandoned as carmakers shift to cost-driven strategies, jeopardising Germany’s future as an innovative production hub. Since 2019, global disruptions have forced suppliers to reduce capacity while remaining flexible, but limits have now been reached.

Projected write downs of EUR 65 billion for 2025 stem from a lack of technological foresight in government mobility regulations. Engelhardt emphasised these consequences are no surprise, as the association warned more than a decade ago. Yet automakers now demand massive price reductions from shrinking suppliers instead of offering support.

Engelhardt concluded that solidarity is not a one-way street. After years of supplier flexibility, it is now the automakers’ turn to act responsibly. Preserving Germany’s automotive supplier base requires shared burden sharing, not unilateral financial demands from manufacturers.

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Scania has completely reworked its Services 360 portfolio by introducing a dedicated offering for new electric trucks, which now covers every operational need including battery care. At the same time, the company has rolled out flexible coverage plans for second-hand combustion engine vehicles, allowing owners of used trucks to choose from different levels of repair, maintenance and productivity support. This move reflects rising sales in both the new electric and used diesel truck segments.

Originally launched in 2024, the Services 360 portfolio was built around smart flexible maintenance planning and a range of digital tools. It already provided customised packages suited to fleets of any size or powertrain type. Now, Scania has extended Services 360 to include used vehicle customers, who are often more price sensitive. For them, four distinct packages called Core, Plus, Full and Pro are available, offering progressively deeper coverage. Core includes basic fleet maintenance and digital monitoring, while Pro adds proactive and powertrain repairs.

For owners of battery electric trucks, Scania offers the Full package within Services 360. By broadening access to these tailored service levels, the company reinforces its commitment to customer profitability across all business types. This expansion ensures that whether a customer operates new electric trucks or used conventional ones, they receive a competitive and customized service solution designed to keep their vehicles running efficiently and profitably.

Lars Gustafsson, Senior Vice President and Head of Trucks at Scania, said, “We want our battery-electric truck customers to only focus on maximising the use of their vehicles. By offering a single service level – Full – we ensure that every repair, every interaction between systems and every unexpected issue is handled and covered by Scania, giving our electric truck customers all the support they need. We pride ourselves in being close to our customers’ pain points, and extending Services 360 is a way to reach even more transport operators and cover the full ecosystem of needs around their business. No matter the type of powertrain, operation or business sector, the underlying goal of Services 360 is to support the customer and make them more profitable and sustainable for the long term.”

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