Turtle Wax enters Indian market with full range of vehicle care products

by Autocar Pro News Desk , 19 Jun 2020


Global vehicle care products brand Turtle Wax has announced its entry into the Indian market. The brand has launched its complete range of appearance products for both four-wheelers and two-wheelers for every surface including paintwork, wheels, tyres, upholstery, and plastic, among others. 

A family-owned company with deep roots in Chicago, Turtle Wax stands for innovation in car care. Turtle Wax’s legacy dates to 1944 when company founder Ben Hirsch invented ‘Plastone’, the world’s first liquid auto polish in his family bathtub. In 1946 when Plastone was renamed as Turtle Wax, the iconic brand was founded and has since then emerged as a household name in more than 120 countries around the world.

Commenting on the India entry, Denis John Healy, Turtle Wax’s executive chairman, (and Hirsch’s grandson) said: “Our entry into the Indian market adds a fantastic new chapter to our history. We are thrilled to be here and offer our world-class product suite to weekend warriors and enthusiasts alike. India is unarguably the most vibrant and diverse automobile market in the world. This country not only holds great promise for the business but is of strategic significance to our global trade channels. We are keen to adapt and invest in India’s people and their car care culture more than anything else. With the most innovative global products, we are confident of Turtle Wax’s position as one of the leading car care brands in India.”

India market strategy
Turtle Wax has outlined its strategy to get a foothold in the competitive Indian market by launching an extensive range of products that suit any skill level and address challenges that most drivers and two-wheeler riders face. From the detailer-favorite Hybrid Solutions Ceramic range to the Quick & Easy range designed for novice users, Turtle Wax says its products will have vehicles looking great and protected from the difficult Indian climate. The company will add its innovative Professional series and Ceramic coating range to the existing portfolio as it gears to partner with OEMs across the country, offering breakthrough solutions.

Turtle Wax made several key hires in India to advance the brand, including Sajan Murali Puravangara, Country Manager and Director of Turtle Wax Car Care India. Puravangara said, “Turtle Wax is undoubtedly one of the most recognised and preferred brands across the world in the car care domain. We have entered India with the launch of a complete range of products to give our customers the flexibility and options they seek – some of our products are genuinely tailored for India and Indian car care challenges. While we have multiple distributors across the country, we also plan to set up Turtle Wax-branded loyalty detailing stores to provide our variety of innovative services and products for personalised customer selection. We are looking forward to raising the bar on existing standards of car care and exceeding the expectations of Indian consumers.”

To mark its India entry, Turtle Wax is launching an exclusive car care kit which includes:
- Ice Snow Foam Wash: A rich foam car wash
- Interior 1 Cleaner: Single-step cleaning of all fabric, carpets and vinyl
- Inside & Out Protectant: For shiny plastic, vinyl and rubber surfaces
- Ice Seal N Shine. Infused with Carnauba wax that seals in shine and protects car paint for months
- Odor-X: Travel spray to give a refreshing fragrance
- Clearvue Rain Repellant: For smear-free windshield glass that enables clear visibility while driving during the monsoon rains

Turtle Wax products will be available across all leading car accessory outlets, tyre/alignment shops, lubricant outlets, independent workshops, car spas, and auto refinish centres in India.