CRB Turbo for new generation trucks relaunched
An exclusive feature from MOTORINDIA
Castrol India has relaunched its premium part-synthetic diesel engine oil for new generation truck, Castrol CRB Turbo, engineered with new Durashield boosters. The move is aimed at catering to the new generation of commercial vehicles and engines coming into the Indian market.
As the company continues to lead the way in bringing out new technology in the lubricant industry, it is also equally optimistic of good long-term growth potential in the Indian market. In his e-response to Motorindia’s questions, Mr. Saugata Basuray, Deputy Head of Marketing, Castrol India, gives an insight on the company’s plans for the fast-growing Indian market.
Excerpts:
MOTORINDIA (MI): Castrol has been a front-runner among oil companies for decades. How has Castrol’s performance in India been in the last couple of years?
Saugata Basuray (SB): The Castrol brand has been present in India for over a hundred years. Castrol India is the leading company in the Indian lubricants industry with the largest market share in the retail automotive segment. The company is acknowledged as the technology leader in the Indian lubricants market and has almost always taken the lead in launching the latest technology products and services for Indian consumers.
In the business to business segment, Castrol has a strong position with long and enduring relationships with most vehicle manufacturers operating in India. The company has significant business in automotive and auto component manufacturing industries. Its success in India has largely been built around three pillars – continuous innovation, strong brands and enduring relationships, all passionately nurtured by its world class team of employees.
MI: Castrol has relaunched the CRB Turbo range at a time when the Indian trucking industry is going through a revolutionary phase with improved and advanced products hitting the roads. Could you please elaborate on your strategy?
SB: Castrol has always been at the forefront of innovation and technology, globally as well as in India. Over the years, we have continuously upgraded our portfolio of products, incorporating the latest technology to meet the demands of the ever-evolving vehicle technology. Brands like Castrol CRB Turbo and Castrol RX Super Max have been relaunched over the years to keep pace with changing vehicle technology and environment legislations. Castrol CRB Turbo with Durashield Boosters technology is the latest addition to the Castrol CRB range of products, specially engineered for high performance truck engines.
Castrol CRB Turbo with Durashield Boosters provides better protection against soot particles, creates a protective oil film around critical engine parts and improves deposit and corrosion protection. It is specifically aimed at the new generation commercial vehicle engines coming into the market, the new trucks and buses need to comply with stricter emission norms as well as deliver better performance to consumers which creates huge stress and temperatures in the engine. The technology tackles these challenges very effectively and helps consumers by enhancing the engine life up to two times (tested at SWRI, an independent testing laboratory based in the US). This is a key benefit for consumers who are struggling with spiraling cost of fuel and vehicle maintenance. Other benefits of the product include 25 per cent lower oil consumption and 25 per cent cleaner engine.
Castrol CRB Turbo with Durashield Boosters is recommended for use in all commercial vehicles of Tata Motors, Ashok Leyland, Mahindra, Volvo, Swaraj Mazda, Piaggio and other manufacturers.
MI: Castrol has a wide product range for different segments. What are the products you offer specifically for trucks and buses?
SB: The Castrol CRB brand first made an entry in India over 80 years ago in 1932. Over the years, the Castrol CRB product range has evolved and grown, keeping pace with the changing vehicle technology. The current Castrol CRB range of products includes Castrol CRB Plus, Castrol CRB Turbo, Castrol CRB Prima and Castrol CRB Prima Plus. In addition, we also have the Castrol RX series of high performance products including Castrol RX Super Max and Castrol RX Turbo.
Over the years, the Castrol CRB range has remained the cutting-edge of technology, and has held market leadership position in all the segments in which it operates. Castrol CRB Turbo with Durashield Boosters technology is the latest addition to the Castrol CRB range. Apart from Castrol CRB Turbo, we also have the Castrol RX super series of lubes which have been specifically tested, made for and recommended by Tata Motors for their range of trucks, buses and LCV’s.
MI: Could you please elaborate on your efforts to reach out your products to fleet operators?
SB: Castrol India has one of the largest distribution networks for lubricants in the country, reaching out to 150,000 customers through 70,000 retail outlets. Around 20,000 of these outlets reach out specifically to transporters and fleet owners.
Castrol has a strong presence in the transport industry with a leadership position in the multigrade diesel engine oil segment. With the Castrol CRB Turbo re-launch, Castrol is reaching out to fleet owners, along with its dealer partners, through programs in 43 transport hubs across the country. The communication program includes one-on-one engagements, fleet owner meets, below-the-line initiatives, etc. In addition we also use television, print and outdoor to inform and reinforce the key proposition to our consumers.
MI: What are your plans for development of new technology lubricants to comply with Euro IV & Euro V emission norms?
SB: Castrol, being a multinational and a global company, is in a great position here. The emission norms in India follow the European trends. However, due to our access to global technology and trends we already have well established formulations for various engine platforms complying with the Euro IV and Euro V norms.
MI: The auto industry is heading towards cleaner and greener fuels. What are Castrol’s R&D initiatives towards being more energy-efficient to support the cause?
SB: A lubricant can directly or indirectly contribute significantly towards energy efficiency by either providing higher fuel efficiency or by extending the drain intervals of the engine oil (or both). Castrol India have a series of products that can be compatible with various fuel types as well as stand alone products which contribute towards higher fuel efficiency and extended drains. These products not only are of international quality but are extensively tested locally to ensure relevance in Indian consumer markets.
MI: Are you looking at expanding your presence across the country? Considering the growing number of automotive companies in the South, particularly in and around Chennai, do you have any specific plans to cater to the region by setting up a new facility?
SB: Over the years, Castrol India has developed a strong manufacturing and marketing infrastructure including three plants and a distribution network which reaches out through 365 distributors to around 150,000 customers including retail. We already have three plants in the country (Silvassa, Paharpur and Patalganga) which have sufficient capacity to service customers across the country and therefore we currently have no plans to set up a new manufacturing facility in the South.
MI: Finally, what are Castrol’s plans and targets for the coming year in the dynamic Indian market?
SB: According to internal estimates, Castrol India currently enjoys a market share of approximately 25 per cent (*as per Nielsen (India) Private Ltd. reports) and we remain optimistic of long-term growth potential. This is based on both the growth prospects for the automotive and non-automotive lubricants in India as well as the strong competitive position that Castrol enjoys based on its technology leadership, strong brands, enduring relationships with all key stakeholders and the commitment of its people.