German lubricants and oil
major Liqui Moly has partnered with Anand Automotive to expand its reach and
gain significant market share in India. Ansysco, an Anand Automotive group
company, and Liqui Moly signed a partnership agreement for the distribution of
the latter’s products in the country. The agreement was signed at the ACMA
Automechanika in New Delhi on February 26, 2015.
“This lays the foundation for our future
success in India,” said Michael Karl, Export Area Manager at Liqui Moly who is
responsible for the business in India.
Liqui Moly produces motor oils and additives
along with car care products, service products, greases and pastes. “Basically
we offer everything regarding automotive chemicals,” explained Karl. All the
products are exclusively manufactured in Germany.
It is part of Liqui Moly’s philosophy to
closely work with local partners in respective countries. “It is them who know
the market best and who have established distribution channels,” said Karl,
adding that “We are glad to have found such a strong and reliable partner like Anand.”
“Anand Group, leading auto components supplier
in India, has been in auto component industry since 1961. The Group has
significant presence in OE segment with almost all Indian OE manufacturers as
Customers. Many of its products like shock absorbers, filters, engine products
(Piston Rings, Gaskets and bearings), drive train products, coolants, brake
fluids, clutches are supplied in Independent Aftermarket as well,” noted Mahendra
Goyal, Group President – Aftermarket and Business Group III.
Goyal added that “ten per cent of the group
sales come from Independent after market. The Group has a large established
network in India comprising of large distributors/dealers, retailers, service
stations and mechanics. To support this network, and to meet just in time
supplies, we have established 16 distribution points and we employ a 250 strong
sales force. The Group has a very reputable brand image in Indian auto
industry, which Liqui Moly can leverage to establish its products in India”
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