Chicago-based car care brand Turtle Wax announced its entry into the Indian market recently. The brand has launched its complete range of appearance products for both four-wheelers and two-wheelers for every surface including paintwork, wheels, tires, upholstery, and plastic, among others. In fact, to celebrate the launch in India, Turtle Wax is also launching an exclusive car care kit to introduce car owners to the brand. A family-owned company in Chicago, Turtle Wax has been around for nearly 75 years. The company’s legacy dates back to 1944 when the founder Ben Hirsch invented ‘Plastone’, the world’s first liquid auto polish in his family bathtub. In 1946 when Plastone was renamed as Turtle Wax, the iconic brand was founded and has since then emerged as a household name in more than 120 countries around the world.
Commenting on the India entry, Denis John Healy, Turtle Wax’s Executive Chairman, (and Hirsch’s grandson) said, “Our entry into the Indian market adds a fantastic new chapter to our history. We are thrilled to be here and offer our world-class product suite to weekend warriors and enthusiasts alike. India is unarguably the most vibrant and diverse automobile market in the world. This country not only holds great promise for the business but is of strategic significance to our global trade channels. We are keen to adapt and invest in India’s people and their car care culture more than anything else. With the most innovative global products, we are confident of Turtle Wax’s position as one of the leading car care brands in India.”
Turtle Wax made several key hires in India to advance the brand, including Sajan Murali Puravangara, Country Manager and Director of Turtle Wax Car Care India. Puravangara said, “Turtle Wax is undoubtedly one of the most recognized and preferred brands across the world in the car care domain. We have entered India with the launch of a complete range of products to give our customers the flexibility and options they seek – some of our products are genuinely tailored for India and Indian car care challenges. While we have multiple distributors across the country, we also plan to setup Turtle Wax branded loyalty detailing stores to provide our variety of innovative services and products for personalized customer selection. We are looking forward to raising the bar on existing standards of car care and exceeding the expectations of Indian consumers.”
Turtle Wax also plans to bring its love for road trips, vintage cars and car shows to India with a series of events and videos that will be announced in the coming months. The brand is reciprocally incorporating the beauty and power of Indian culture into its global communications as well.