Motul India Expands Lubricants to Modern Trade with Targeted Marketing

Motul India, a leading manufacturer of premium automotive lubricants, is set to expand its market presence by introducing select products in modern trade stores. These include products used not only for automotive care but also for household and commercial maintenance.

Preetam Goswami, Director of Marketing and Business Development at Motul India, emphasized the rapid growth in demand beyond traditional engine oils, including care, maintenance, and additives. "We offer diverse products like leather creams for car seats and jackets, especially useful in colder northern regions," Goswami shared. These products fall under the FMCG and household categories, signaling Motul’s expansion beyond its core automotive segment.

Motul has also launched rodent repellents designed to protect vehicle wiring, useful for both residential and commercial settings. Founded in 1853, the French company has a prestigious history as the official supplier for international racing events, including the Dakar Rally, MotoGP, and the 24 Hours of Le Mans. Motul started Indian operations in 2003 via Atlantic Lubricants and Specialities (ALSL).

Focusing on premium quality in metro regions, Motul India reports a growth rate surpassing 20%, well above the industry average of 2-3%. According to Tofler, the company’s revenue exceeded Rs 500 crore for the financial year ending March 31, 2023.

Sales primarily occur through independent workshops and spare part shops, with online sales gradually gaining momentum. Currently, Motul’s products are available on major platforms like Amazon and Flipkart, with future collaborations planned for quick-commerce platforms.

The COVID-19 pandemic saw a rise in DIY (do it yourself) automotive maintenance, boosting online sales among hobbyists. “During this period, issues like rusting bike components led people to explore maintenance,” said Goswami. Motul responded by launching products that make maintenance tasks simple, such as chain lubrication, helmet cleaning, and bike polishing. To cater to this growing market, the brand introduced smaller packaging options.

Engine oils remain Motul’s primary business, accounting for 90% of revenue. The company’s main focus has been the two-wheeler segment, especially motorcycles with engines of 150cc and above. Although it caters to smaller bikes starting from 100cc, the higher-end market is a priority. Goswami pointed out that mechanics are crucial influencers in the two-wheeler market, often guiding consumers to suitable products. “We conduct training for mechanics to educate them on the appropriate oils for different bikes and manufacturers,” he said.

The Indian lubricants market was valued at $7.19 billion in 2023, with engine oils dominating. This market is expected to grow at a 4.4% CAGR, reaching $9.70 billion by 2030. Automotive lubricants, particularly engine oils, accounted for 57% of the market share in 2023. The market is moderately consolidated, with top brands like Bharat Petroleum, BP PLC (Castrol), Indian Oil (Servo), Hindustan Petroleum, and Gulf Oil leading. Motul and Valvoline together make up about 22% of the market.

Motul’s marketing strategy balances Above the Line (ATL) and Below the Line (BTL) tactics, investing equally in mass media and targeted engagement. ATL initiatives involve TV, radio, and print, aiming for broad visibility, while BTL campaigns focus on direct consumer engagement through events, promotions, and direct mail.

In a bid to capture the four-wheeler segment, the brand is leveraging digital platforms and connected TV. Motul is also planning to introduce a celebrity ambassador or sports figure to enhance brand recognition.

However, the company strategically avoids advertising during major cricket events like the IPL and World Cup, choosing instead to partner with bilateral series for greater impact. This year, Motul collaborated with the India vs South Africa T20 series, following last year’s partnership with the India vs Australia T20 series.

Motul India continues to target premium quality in both its product offerings and market approach, aiming to expand its influence in India's fast-growing lubricants market.