Turtle Wax India aims to treble revenues in CY2022

US-based aftermarket player is on an expansion spree across India and is now targeting the Tier 2 cities to maintain the growth momentum. Mayank Dhingra reports on its co-branding strategy.

- Mayank Dhingra

US-based car care products brand Turtle Wax which entered India in June 2020, says it is satisfied with the progress it has made so far in the country, and is also excited about its future in one of the biggest car markets globally.

According to Sajan Murali Puravangara, managing director, Turtle Wax India, "Our focus is to latch on opportunities in the market. Last year we doubled our revenues over CY2020 and this time, the plan is to multiply our top line numbers three times that of CY2021."

Turtle Wax India had commenced this journey by kickstarting three outlets, one each in Gurugram, Pune and Bengaluru in November 2020, in what is called a co-branded model, wherein it partners existing detailers present in local markets. The company is bullish about the expansion of its on-ground Car Care Studios, which are set to grow to 14 outlets by end-March and scale up to a total of 30 outlets by end-December 2022. After Mumbai and Kochi, it is now set to expand these studios in Tier-2 cities like Salem, Hubli, Surat and Chandigarh.

"This model is working quite well for us and it's very independent in its approach. The detailers are able to retain their identity and local flavour, and leverage the trust they've built over a period of time. These are very important factors that drive business. Having said that, the detailers get the entire support from us in terms of products, training and brand identity," Puravangara explained.

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