Aftermarket Company Assurance to Double Touchpoints in 2-3 Years

Aftermarket auto parts company Assurance Intl Ltd is expanding its distribution reach and product portfolio with a target to double its touchpoints over the next 2-3 years. Once the aftermarket business achieves scale, the company will also look at supplying auto components directly to vehicle manufacturers.

Assurance distributes and manufactures automotive aftermarket components and has built its business around a multi-brand strategy, partnering with global brands such as Goodyear, STP and Duracell. The latest addition to that portfolio is ACDelco, which has re-entered India’s aftermarket through a licensing partnership with Assurance.

The Gurgaon-based company will strengthen its presence with a broader product range, particularly in tier-2 and rural markets where the growth potential is high, given that replacement demand still remains fragmented.

“In the next phase of our growth, the focus is to double our touchpoints across the country, particularly deeper into tier-2 cities and rural markets, because that is where a large part of the aftermarket demand is evolving,” said Nilesh Garg, chief business and growth officer at Assurance Intl Ltd.

“We currently have around 25,000 touchpoints, and our plan is to double that to about 50,000 over the next phase, with a large part of the expansion coming from tier-2 towns and rural markets.”

The latest technology licensing agreement with General Motors-owned ACDelco to manufacture and sell the US-based brand’s products in India marks ACDelco’s return to the Indian replacement parts market and strengthens Assurance’s multi-brand offering as it expands its distribution network.

Alongside brand partnerships, the company is also evaluating new aftermarket categories to widen its portfolio. These include products such as wipers and driveshafts, reflecting a strategy to deepen its presence across key replacement segments.

Garg noted that the aftermarket remains the immediate focus, while direct supplies to vehicle manufacturers are being explored for later. The possibility of OEM partnerships may be evaluated after the aftermarket business reaches a certain scale, he said.

He also said rapidly changing market conditions are forcing companies to rethink traditional planning cycles. “Volatile markets are shrinking planning cycles,” he said, adding that businesses must respond more quickly to shifts in demand, supply chains and competitive dynamics.

To support growth, Assurance has also invested in its manufacturing capabilities. The company has set up a backward-integrated battery manufacturing line in Hisar to strengthen supply control and support its battery business.

With a broader product portfolio, global brand partnerships, and deeper distribution in smaller cities and rural areas, Assurance is positioning itself to compete more directly with established players in India’s replacement parts market.