Liqui Moly, Anand Group partner for oils, additives and car care products

In a bid to expand its reach and gain market share, motor oil and additives specialist Liqui Moly of Germany has partnered Ansysco, an Anand Automotive Group company to market motor oils, additives, vehicle care products and service products.

Both companies announced their co-operation today at the ACMA Automechanika New Delhi aftermarket trade fair in New Delhi. The pact is in line with Liqui Moly strategy of working closely with local partners.

“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. “We offer everything regarding automotive chemicals. We are glad to have found such a strong and reliable partner like Anand, which knows the market best and has established distribution channels,” he added.

Mahendra Goyal, Anand Group president (Aftermarket and Business Group III), said: “The Anand Group has a significant presence in the OE segment with almost all Indian OEMs as customers. Many of its products like shock absorbers, filters, engine products (piston rings, gaskets and bearings), drivetrain products, coolants, brake fluids and clutches are supplied in the independent aftermarket as well.”

He added, “Ten percent of the Group sales come from the independent aftermarket. The Group has a large 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 the Indian auto industry, which Liqui Moly can leverage to establish its products in India. What’s more, this partnership helps Anand to expand its product range in India.”   

Liqui Moly’s current product range includes around 4,000 items which are sold in 110 countries. The company develops and tests its products in its own laboratories, manufactures them in Germany and markets them on its own.