GS Caltex Introduces Updated Kixx Brand Identity in Indian Market

GS Caltex India has introduced the refreshed global identity of its flagship lubricant brand, Kixx, in the domestic market, marking a new phase in the brand's 20-year global existence. Unveiled at an industry event in Mumbai, the update includes a redesigned logo.

Kixx India's Product Portfolio and OEM Clients

The visual and strategic refresh will be implemented across Kixx product packaging and customer touchpoints in India through a phased rollout. The local unit, incorporated in February 2010, operates across premium lubricants, base oils, and specialized polymers, supplying finished products to major industrial accounts and automotive original equipment manufacturers, including Volvo, Hyundai, Doosan Infracore, Kia Motors, Siemens, and Alstom.

GS Caltex Leadership on India's Growth Strategy

GS Caltex Executive Vice President and Head of Chemical & Lubricants Business Sung Hur highlighted India as a core growth market for the group's global lubricant strategy, noting that the revised positioning reflects an ongoing shift toward higher-efficiency formulations for evolving vehicle architectures and industrial machinery.

GS Caltex India Chief Executive Officer and Managing Director Vijay Savant stated that the updated identity aligns the domestic portfolio with global product standards as local automotive and industrial sectors scale operations. VP of Marketing K. Madhu Mohan added that the phased deployment aims to solidify the brand's presence in retail and commercial supply chains.