Morris Lubricants, a leading manufacturer of world class lubricants, announced its foray into India through its fully owned Indian subsidiary Paterson Lubricants India Pvt Ltd. Located in Mumbai, Paterson Lubricants commenced its Indian operations from the first week of April 2017. The initial focus of the company is to establish its presence in all key markets in the West and Southern Regions of India.
Morris Lubricants meets and exceeds international quality levels as prescribed by American Petroleum Institute API, European ACEA, Japanese JASO and specifications laid down by vehicle manufacturers like Caterpillar, MAN, Mercedes-Benz, Volvo, Scania, Mack, Iveco and many others. These quality level accreditations certify the quality level of Morris brand lubricants and are a great influencing factor for customer acceptance.
Morris Lubricants will Initially focus on the automobile segment in India, the company will expand its product offering to include lubricants for both the Industrial and power generation segment. Morris Lubricants will also explore growth opportunities in the niche market of bio-degradable lubricants and speciality lubricants.
Mr. Andrew Wilkins, Director, Paterson Enterprises, UK said “to establish our presence in India, we are initially introducing a range of lubricants, manufactured for cars, commercial vehicles, tractors and two-wheelers. We are planning to launch premium segment engine oils for Euro IV / BSIV market and also semi-synthetic and synthetic motor oils for fuel efficient cars. We also have an exciting range of products for the fast growing motorcycle segment”.
Morris Lubricants started planning its India market entry about 24 months ago and appointed Rosefield DAA International Consultancy, Mumbai to study the Indian market and also to identify suitable partners for the entire value chain (from Procurement to Distribution)
“The Indian lubricant industry is estimated at 2.5 Million Kilolitres per annum valued at close to Rs. 32,000 crores ($ 5 Billion) and expected to grow at 4-5% year-on-year. India is one of the fastest growing markets in the world and hence a very attractive destination for our growth. We realised that for the Indian market, unlike other countries, exports from the UK may not be the ideal solution, hence we decided to indigenise the production of lubricants and also maximise the sourcing of raw materials in India” he added.
According to Mr. Steve Dawe, International Business Director, “to be successful in the competitive market where global MNCs are already established, we realised the need for a well-established distribution house to be our partner. We selected George Oakes Ltd as our Sales and Distribution partner. George Oakes is part of the well-established Amalgamation Group and we felt our values and practices have many synergies.”
Morris has an extensive range of Lubricants including Mineral based Lubricants, Semi-synthetic and Synthetic oils, greases, bio-degradable lubricants, workshop products and lube handling equipment. The lubricant range covers requirements of commercial vehicles, passenger cars, tractors, off-highway equipment, motorcycle, power generation, rail, marine, horticulture among others.