At the India Automotive Garage Expo in Coimbatore, Elite Car Spa Equipments presented a powerful showcase of their expanding capabilities in India’s booming car care and workshop equipment market. For Dinesh Kumar Selvaraj, Managing Partner, Annamalai Traders & Elite Car Spa Equipments the 2025 edition marked a significant moment. Although the company has participated in the expo twice before, this year represented their first appearance in the newly rebranded 2025 show, and they arrived with a refreshed portfolio and clear strategic direction.
Strong Product Presence Across the Detailing Spectrum
Dinesh emphasized that the company has established a strong presence by offering comprehensive car care solutions covering everything from microfiber towels and consumables to advanced PPF and ceramic coatings, along with both domestic and professional-grade car washing machinery. He highlighted the company’s efforts to introduce new and premium brands to the South Indian market, including Night Skin Ultra Guard, their in-house Elite PPF line, and global brands like CarPro and Nasiol.
“We are very strong in end-to-end products, starting from basic microfiber towels to PPF and ceramic coatings. Even in machinery, we cover everything from domestic manual car washers to high-end professional systems. This year, we are introducing new premium brands and strengthening our presence across segments,” he said.
Serving Every Tier of the Detailing Industry
Annamalai Traders & Elite Car Spa Equipments has positioned itself as a supplier capable of serving customers across all budget levels and business sizes. From affordable shampoos to high-end graphene and borophene coatings, the company provides a full spectrum of consumables and detailing materials to meet the diverse needs of the industry.
“We deal with every kind of consumable. From ₹100 to ₹1000 shampoos, we have it. If someone asks for a ceramic coating at ₹3,000, we have that too. And if they need a graphene or borophene coating worth ₹25,000, we have that as well. Our goal is to serve all types of customers in the detailing segment,” he explained.
Coimbatore’s Rising Influence in the Car Care Landscape
Dinesh also spoke about Coimbatore’s growing importance in India’s automotive ecosystem. Although the city is not categorized as a metro, its entrepreneurial energy and rapid adoption of new detailing technologies have pushed it to compete at the same level as larger metropolitan markets. The surge in new car wash centres and increased product awareness among professionals has significantly boosted opportunities for suppliers like Annamalai Traders.
“Coimbatore is growing very fast, almost booming. We are not considered a metro, yet we compete strongly with them. Many new car wash centres are coming up, and customers here are far more aware of the products. That makes it easier for us to educate them and offer the right solutions,” he stated.
During the expo, visitors frequently acknowledged the company’s role as a Diamond Sponsor, which Dinesh attributed to strong brand partnerships and long-standing customer loyalty, further boosting their visibility at the event.
Aftermarket, A Key Contributor to India’s Automotive Growth
Dinesh stressed the growing significance of the automotive aftermarket in India’s GDP. As more premium vehicles enter the second-hand market, customers increasingly depend on aftermarket services to achieve the level of quality and protection they expect. This shift has driven strong growth in detailing, restoration, and enhancement services.
“The aftermarket is booming. It contributes significantly to our GDP now. Many corrections that manufacturers miss are managed by the aftermarket. With so many premium cars moving into the second-hand market, customers trust the brand, but they rely on the aftermarket for the quality and protection they expect,” he said.
Growth Outlook and Commitment to Customers
Looking ahead, the company aims to maintain strong growth while ensuring customers remain up to date with the latest products and pricing trends. He emphasized that this commitment to customer education and value is central to their long-term strategy.
“We always aim for good numbers, but more importantly, we want our customers to stay updated, both in terms of products and pricing. That commitment keeps us growing and keeps our customers progressing along with us,” he explained.
