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LIQUI MOLY and ANAND AUTOMOTIVE Join Forces To Conquer The Market

Uncompromising quality – this is the motto of motor oil and additives specialist LIQUI MOLY. Now the German company wants to expand its reach and gain significant market share in India. To attain this goal they join forces with ANSYSCO, an ANAND Automotive group company. Both companies announced their co-operation at the trade exhibition Automechanika in New Delhi. "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," explains Mr. Karl. Such a wide range with one company is unique. 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 Mr. Karl. "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". says Mahendra Goyal, Group President – Aftermarket and Business Group III.

Mr. Goyal added "10% 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"

Mr. Goyal reiterated "ANAND Group and LIQUI MOLY partnership for motor oils and additives along with car care products, service products will certainly help ANAND to expand its product range in India."

LIQUI MOLY is not just any oil brand but the most popular oil brand in Germany, the native country of the car. There the brand is undisputed market leader in additives, too. LIQUI MOLY’s strong position in the German market not only comes from the top quality products but also from their service for workshops as well as for car drivers. This means technical training sessions for workshops, promotional materials, marketing support, sales advices and many more. "Workshops and car dealerships are to benefit from our German know-how and from our more than 50 years of experience," says Mr. Karl from LIQUI MOLY.

"As the Indian market is so attractive, LIQUI MOLY has to compete against many other brands. This will be a great challenge but we know our strengths. We do not want to be the cheapest in the market. We want to be the best." Mr. Goyal concluded.

LIQUI MOLY GmbH from Germany offers a wide range of high-quality products such as motor oils, additives, vehicle care products and service products. The range includes some 4000 items. LIQUI MOLY develops and tests their products in their own laboratories, manufactures exclusively in Germany and markets all of their products themselves. LIQUI MOLY was founded some 50 years ago and is now one of the leading companies in the industry. The products are sold in Germany and in 110 other countries.

About the ANAND Group
ANAND Group provides the widest range of solutions to the Indian Automotive Industry. With an annual turnover of over US Dollars 1.1 Billion, the group is among the country's leading manufacturers and suppliers of Automotive Systems and Components. With 19 companies of which 15 are JVs with global majors in automotive components and systems, ANAND employs over 13,000 people. The group's foray into experiential hospitality started with SUJÁN in 2009. The globally acclaimed SUJÁN hotels have created new benchmarks in experiential travel in India, and are among other things, environmentally and socially responsible.

by: Abhinav Sood

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