Inside Gulf Oil India's EV push, R&D drive and future roadmap
In a candid and wide-ranging conversation, Mr. Ravi Chawla, Managing Director of Gulf Oil Lubricants India, provided valuable insights into the company's evolving strategy. The discussion delved into Gulf Oil's initiatives in the electric mobility space, innovations in lubricants, strategic partnerships with OEMs, and the company's future growth prospects in India. Below is a comprehensive overview of the key takeaways from the interaction.
Adapting to the EV Era
Gulf Oil India is firmly pivoting toward electric mobility. What started as a traditional lubricant player is now transforming into a comprehensive solutions provider for EVs. The representative explained that while conventional engine oil is becoming obsolete in EVs, a significant portion of fluids — including transmission oils, coolants, greases, and brake fluids - remains essential. Gulf has already started supplying EV-specific fluids to several electric three-wheeler and component manufacturers.
Interestingly, the company is not just limiting itself to lubricants. Gulf has entered the EV charger space, supplying AC chargers (3.3kW units) to OEMs like MG Motor India. These chargers will be bundled with EVs and reach customers directly. The company is also actively engaging with other OEMs such as Tata Motors and Hyundai, signaling broader ambitions in the growing EV infrastructure domain.
OEM Collaborations and Future Plans
Gulf currently has partnerships with over 40 OEMs across segments, especially in two-wheelers and diesel engine oils. Their collaborations span products like lubricants, AdBlue for diesel vehicles, and now EV fluids and chargers. The representative hinted at an upcoming major tie-up with a global carmaker, which could further boost Gulf's presence in the passenger vehicle space.
Although Gulf does not yet have major OEM tie-ups in the passenger car motor oil (PCMO) segment, it has an ongoing supply arrangement with Kia's service centers and previously supplied fluids to Tata Motors. Plans are in motion to increase footprint in this area, which currently contributes less than 5% to their market share — signaling a significant growth opportunity.
R&D and Innovation Hub in India
India serves as the primary R\&D base for Gulf's global operations in the automotive and industrial segments. The company conducts 90-95% of its research activities here, with additional support from international centers in the Middle East, Latin America, and Singapore. Gulf has historically led the industry with innovations such as India's first long-drain engine oil for commercial vehicles, increasing oil change intervals from 36,000 km to 80,000 km. The company also developed tractor oils with extended service intervals, and motorcycle oils that last up to 10,000 km — a rarity in the segment. These innovations reflect Gulf's brand focus on endurance and efficiency.
Market Performance and Growth Strategy
Gulf Oil India is outpacing the market with 2–3X growth in most segments. While the overall lubricant market grows at 3–4% annually, Gulf is aiming for 5–16% growth in passenger car lubricants, and 3X market growth in industrial and B2B categories.
Key pillars of this growth strategy include:
* Strengthening OEM alliances in the electric mobility space* Expanding R&D capabilities and accelerating innovation* Growing market share in under-represented segments like passenger car oils* Deepening its presence in premium product categories* Supporting the shift toward sustainable and long-drain lubricant solutions
Surprisingly, Gulf also has a small but growing two-wheeler battery business, though its market share currently stands at just 3%. The expansion began as an extension of Gulf's retail lubricant outlets, which also started selling batteries. However, the company clarified that it has no immediate plans to enter the four-wheeler or commercial vehicle battery segment, citing infrastructure and distribution differences.
Branding efforts have also seen a shift. While Gulf was historically associated with commercial vehicles, the company is now aggressively promoting its two-wheeler products through brand ambassadors like MS Dhoni, Smriti Mandhana, and Hardik, targeting different segments such as scooters, motorcycles, and SUVs. Participation in events like India Bike Week (IBW) reflects the company's growing focus on premium and synthetic oils for performance-conscious consumers.
Global Standing and Exports
In the global Gulf Oil network, India plays a leading role in automotive and industrial lubricants, even though other segments like marine oils may be larger by volume. The Indian arm exports about 5% of its total output to over 25 countries, including regions in Latin America and neighboring Asian countries.
Motorsports & Premium Aspirations
Gulf's iconic motorsport legacy isn't just confined to international racing circuits like Formula One. In India, the company is exploring expanding its presence in motorsport partnerships, particularly in two-wheeler and adventure biking communities, as part of its strategy to premiumize and digitally transform its brand.
The Road Ahead
Gulf Oil India's future lies in agile adaptation and category expansion. From launching cutting-edge EV fluids to pushing into high-growth segments like PCMO and industrial lubricants, the company aims to leapfrog competitors through a combination of innovation, strategic partnerships, and strong customer trust.
With a robust R\&D ecosystem, deep OEM relationships, and a clear roadmap for the future, Gulf is not just responding to market shifts — it's actively shaping them. As electric mobility accelerates, Gulf Oil India appears well-positioned to lead the charge. Also with its bold ambition, expanding portfolio, and robust OEM network, Gulf Oil India is not just keeping pace with the evolving automotive landscape — it's actively shaping it.
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