Ger­man Mir­ror launches lu­bri­cant brand in In­dia

The Hindu Business Line - - NEWS - TANYA THOMAS

Ger­man Mir­ror Lu­bri­cants and Greases has launched its Mirr Oils brand in In­dia with a mod­est in­vest­ment of $5 mil­lion (roughly ₹32 crore).

The UAE-based com­pany will eval­u­ate its per­for­mance in In­dia for at least two years be­fore mak­ing more sig­nif­i­cant in­vest­ments to build a lo­cal man­u­fac­tur­ing fa­cil­ity, Ki­ran Heb­balkar, Mar­ket­ing and Sales Man­ager (Asia Pa­cific and Africa), Ger­man Mir­ror, said.

Cur­rently, Ger­man Mir­ror has tied up with Mum­bai-based AN Corp to im­port and dis­trib­ute Mirr Oils in In­dia from the UAE. Heb­balkar said that in the two weeks since its launch, the com­pany has signed on 66 dis­trib­u­tors in eight States and plans to reach out to more by the end of the fis­cal. Ger­man Mir­ror sells a premium range of lu­bri­cants and greases to au­to­mo­bile, ship­ping and man­u­fac­tur­ing cus­tomers.

By April 2019, Ger­man Mir­ror wants to be sell­ing 12,000 kilo­litres a year. Its pric­ing will be 8-10 per cent higher than PSU lu­bri­cant brands (Servo, by In­dian Oil Cor­po­ra­tion is the mar­ket leader) while be­ing 12-15 per cent cheaper than MNC brands such as Cas­trol and Shell.

The com­pany plans to start man­u­fac­tur­ing in In­dia in 2025. It wants to use In­dia as a hub to sup­ply lo­cally (dis­con­tin­u­ing im­ports from the UAE) and also ex­port to China and South-East Asia.

If de­mand picks up in In­dia sooner than ex­pected, Heb­balkar said the com­pany would con­sider ty­ing up with a third-party toll blender lo­cally.With In­dia ex­pected to be­come the sec­ond largest mar­ket for lu­bri­cants in the next 10 years, a host of man­u­fac­tur­ers

are ramp­ing up ca­pac­i­ties here.

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