Gulf's range of products

Whilst the overall economic scenario of India is facing a downtrend, the Lubricants Division of Gulf Oil Corporation Ltd (GOCL) is expected to witness strong growth in the coming year. The robust growth in this Division has been mainly on account of aggressive brand building exercises, channel expansion and introduction of new products for the diesel engine and motorcycle segments. The aggressive stance taken by the Division has helped its aftermarket segment grow to nearly two to three times more than the industry average besides entering into many new tie-ups with original equipment manufacturers (OEM).

The Lubricants Division has been working to consolidate its strong position in long drain oils for commercial vehicles (CV) by launching long drain oils for other segments. More OEM tie-ups and co-branded, customised product ranges are being worked out with auto majors and heavy equipment manufacturers. The Division is also augmenting resources and building capacities to keep pace with its growth plans while site selection for its second plant in the south is being expedited. With the continuing association with motor sports and the Indian Premier League (IPL) team, Chennai Super Kings, the Gulf brand has increased its visibility apart from boosting the confidence of its trade partners. The Company also appointed Indian cricket captain MS Dhoni as its brand ambassador and launched several media campaigns and initiatives featuring the sports icon.

Excerpts from an interview with Ravi Chawla, President and CEO, Lubricants Division, GOCL, provide more insights on the Company's plans...

Motor India: Could you please give us an update on Gulf Oil's automotive business?

Ravi Chawla: In the aftermarket, we have got good business with the new generation commercial vehicles diesel engine oils, which has always been one of our strengths. We have pioneered the long drain lubricant segment and continue to grow in that business. Overall, our position has been quite good in terms of the volume growth and we believe that we are one of the fastest growing brands amongst the top players and for the last three years, we have been leading that growth. This year, of course we find that the market is quite tough. The collection cycles are low and the sentiment for demand does not seem too good, yet we are looking at ways to grow faster than others.