How significant is the digital space for promoting your product and
creating brand awareness?
VP: As brands are concerned, we are here to serve the consumers. We
got where the consumers go. India is on the cusp of a digital revolution. As
more and more people go digital, we are present more in the digital space and
we are able to engage them there.
How do you perceive the Indian market, since you are based out of
Singapore, what’s your take on India?
VP: Firstly, I am an Indian. I grew up here and spent many years in
India. India is among the top three bike markets in the world. We are huge, so
for me India is one of the biggest opportunities. I am here to focus on India
and India is the growth story for me, much more than some of the other markets.
Within India you can find big bikers, commuter bikers...there is place for
everybody here in India. This is not a small pond, this is the sea.
Can you tell us about the R&D efforts undertaken by your company?
AJ: Shell is a technology leader. Globally we spend US $ 1.2
billion on R&D itself. Coming to lubricants we have around 150 patents on
R&D, especially on lubricant products. We have a technology centre in
Houston in the US, Amsterdam in the Netherlands, Hamburg in Germany, and also
in Bangalore in India. We have more than 300 field experts who are on the
ground working with OEMs and customers. We follow the 4D process which means
Define, Design, Develop and Demonstrate.
India offers a very tough terrain and varying temperatures at different
places, so does that mean the oil for India is different?
AJ: Any Shell product is tested under various conditions around the
world. This could be very high
temperature regions in Africa to extreme cold regions of Siberia. Coming to
India, we do every extensive testing with OEMs here. We also work independently
with test houses around the world and we also have our own testing facility and
an intense R&D process. We really simulate all these conditions, take
feedback from the field and follow the 4D process. To give you an example, in India you have a
lot of stop and start traffic and that results in the oil becoming sluggish.
This is where the PurePlus technology comes in and prevents sluggishness.