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Shell Lubricants expects 25% growth in premium products market by 2019-end

In an interaction with, Gareth Flood, CMO, Shell Lubricants, says the company witnessed double-digital growth last year and 11% in volume. It has a 5% market share in India

After witnessing a double-digital growth last year, Shell Lubricants, an international oil and gas company, expects to grow by 25% in its premium products market by the end of this year. The company grew by 11% in overall volume last year.

Gareth Flood

Gareth Flood, Chief Marketing Officer, Shell Lubricants India Cluster, in an interaction with, said India is the priority for the Shell Global, and with the country’s fast economic growth, it can be the largest lubricant market globally.

Active across the full lubricant supply chain, the company has a 5% market share in India. Serving largely to B2B sector, the brand is most active in reaching out to its customers via digital.

Gareth said, “We are investing 70% of the total budget in digital to reach our TG in B2B and rest 30% in traditional and BTL activities.”

To improve its visibility in the market, the brand ventured into collaborations with brands like Mahindra, Uber, CarZippi, Pitstop. In 2018, it also launched a series of lubricants like the Helix HX8 engine oil for cars, Advance AX7 engine oil for bikes and its flagship worldwide campaign ‘Power of partnerships’. India was the first leg of the launch and campaign activations.

Going heavy on digital, Gareth said that in digital world, customers and consumers want and expect to be able to engage with brands across multiple platforms. Hence, the continued rise with brands with focus on social media and their web presence. It is a great way to build relationships with customers than through traditional mass media like television, he said. In B2B, the company uses digital technologies like LubeChat to answer customer’s queries directly.

Gareth feels that BS VI regulation is the biggest trend in the industry, which comes as a change in the fuel requirement and consumption. To achieve this, the company is serving high-quality lubricants.

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