Lubricant leader Veedol goes in for portfolio upgrade and packaging makeover

There are products across various performance specifications and price points. The company has been particularly strong in upcountry and rural areas and is now intensifying its focus on urban markets

Veedol, one of India’s leading lubricant brands from the stables of Tide Water Oil Co. (India) Ltd., has roped in former Team India captain Sourav Ganguly as its brand ambassador. This new association with the former BCCI boss signifies a pivotal move byVeedol as it seeks to enhance its brand presence and solidify its nationwide market position.

Interestingly, Veedol is currently undergoing a portfolio upgrade and packaging makeover to introduce a new-age look and feel while offering technically superior products. A major revamp of supply chain and digitization processes is also underway to enhance operational efficiencies and meet future customer needs.

Investing significantly in brand building, Veedol is leveraging its association with cricket, including its partnership with Kolkata Knight Riders (KKR) and the appointment of Ganguly as brand ambassador. These strategic directions underscore Veedol’s commitment to achieving high brand saliency and recall, factors that would help fuel its ambitious growth plans, top company officials said.

"We are delighted to have Ganguly as our brand ambassador. Founded on honesty and self-belief, Brand Sourav continues to inspire all to raise the bar of performance and achievement, values that resonate strongly with Veedol.," said ArijitBasu, Managing Director, Tide Water Oil Co (India) Ltd.

Significantly, the brand Veedol has a rich, near-century old legacy with markets in over 70 countries. Positioned internationally as the ‘professional’s choice’, Veedol enjoys considerable saliency amongst the workshop fraternity worldwide. It provides a comprehensive range of lubricants for both the automotive aftermarket (retail) and institutional (B2B) segments. With a pan India footprint, Veedol is one of India’s most prominent lubricant brands, with consolidated revenue from operations of Rs. 1931 crore as of March 31, 2024.

Honesty, transparency and enduring relationships are its defining features, as encapsulated in its advertising tagline ‘RakheSaaf, Dil Se.’

Veedol has a strong presence across all automotive segments, including 2-wheelers, passenger cars, agri and commercial vehicles (both heavy and small). There are products across various performance specifications and price points. Traditionally strong in the 2-wheeler segment with its flagship brand "Take-Off" and in agriculture with "Prima," Veedol is increasingly expanding its presence in the passenger car (PCMO) and commercial vehicle (CV) segments.

The company has been particularly strong in upcountry and rural areas and is now intensifying its focus on urban markets. With significant equity in trade the brand enjoys a robust distribution network with 500 direct distributors and dealers servicing over 50,000 retail outlets and workshops.

"My association with Veedol represents a commitment to excellence, innovation and reliability. Just as Veedol stands for high-quality and performance in the automotive industry, I am dedicated to embodying these values in every aspect of my work,” said Ganguly.