Veedol signs Sourav Ganguly as brand ambassador

Veedol, a lubricant brand from Tide Water Oil Co. (India) Ltd., has signed cricket legend Sourav Ganguly as its brand ambassador. This partnership signifies a pivotal move for Veedol as it seeks to enhance its brand presence and solidify its market position across India.

Veedol provides a comprehensive range of lubricants for both the Automotive Aftermarket (Retail) and Institutional (B2B) segments. 

Arijit Basu, Managing Director, Tide Water Oil Co (India) Ltd said, "We are confident that this association will give us a strong impetus as we drive forward into the future."

Comprehensive Product Portfolio and Market Presence

Veedol has a strong presence across all automotive segments, including 2-wheelers, passenger cars, agri and commercial vehicles (both heavy and small). There are products across various performance specifications and price points. Traditionally strong in the 2-wheeler segment with its flagship brand "Take-Off" and in agriculture with "Prima," Veedol is increasingly expanding its presence in the passenger car (PCMO) and commercial vehicle (CV) segments.

The company has been particularly strong in upcountry and rural areas and is now intensifying its focus on urban markets. With significant equity in trade the brand enjoys a robust distribution network with 500 direct distributors and dealers servicing over 50,000 retail outlets and workshops.

Strategic Initiatives and Future Directions

Veedol is currently undergoing a portfolio upgrade and packaging makeover to introduce a new-age look and feel while offering technically superior products. A major revamp of supply chain and digitization processes is also underway to enhance operational efficiencies and meet future customer needs, as per a press release. 

Investing significantly in brand building, Veedol is leveraging its association with cricket, including its partnership with Kolkata Knight Riders (KKR) and the appointment of Sourav Ganguly as brand ambassador. These strategic directions underscore Veedol’s commitment to achieving high brand saliency and recall, factors that would help fuel its ambitious growth plans.