Manufactured by Balmer Lawrie and Co. Ltd., Balmerol is a name to reckon with in the domain of industrial and automotive lubricants. Primarily a B2B player since its venture into industrial greases some eight decades ago, the company is now banking on a newfound growth opportunity in the retail business for automotive and off-highway applications. Taking participation at EXCON, Balmer Lawrie found the expo a right platform to enhance its retail presence in the domestic construction equipment segment, with its complete range of lubricants and greases for all equipment segments.
“The off-highway segment is very close to the industrial vertical in which we have immense expertise, and therefore we see strong growth prospects in this space with our superior technology, high quality, and efficient performance of our lubricants,” said Sreejit Banerjee, Chief Operating Officer – G and L. He noted that India is the third-largest lubricant market in the world, with automotive and off-highway applications leading the demand, making it prudent for Balmer Lawrie to prioritise this space for further growth. “We currently sell over 40,000 kilo litres of lubricants annually, and our aim is to double the volume in the next five years,” he added.
“With our full range of products and business strategies, we expect our market share in the off-highway segment to grow over 7-8% in the coming years, from about 2% at present,” Banerjee said. As of now, automotive and off-highway lubricants sales account for about 15% of the company’s revenue. Balmer Lawrie has been concentrating on its business performance through its channel partners, including OEMs like SANY, Tata Hitachi, TAFE, Tata Group, Mahindra and Mahindra, and so on. “Unlike before, OEMs are now keen in stepping up their game in the spares and parts business as they see huge revenue potentials in the replacement market space,” Banerjee informed.
“With our technological expertise, we design products specifically for our OEM partners’ needs and tailor-make products for them, creating a win-win situation for both of us,” he added. Further, complementing its OEM business, the company also acknowledges that larger volumes will be driven by its business in the domestic aftermarket. “Although we don’t offer the same products designed specifically for OEM partners in the replacement market, we do offer spec products without compromising on our core promises on quality and efficiency,” the COO averred.