Motul India has launched the French premium motorcycle lubricant brand IPONE in the Indian market, targeting a new generation of riders seeking a blend of performance, lifestyle and riding culture.
The company said the launch marks more than just the introduction of a new lubricant portfolio, positioning IPONE as a premium rider-focused brand inspired by Japanese motorcycling culture and performance engineering.
Backed by Motul’s global expertise in performance lubricants, the IPONE range has been designed around a tiered structure inspired by the progression system of judo belts, with each category catering to different riding styles and performance requirements.
Mr. Nagendra Pai, CEO of Motul India and South Asia, said the launch aligns with the growing premiumisation trend among younger Indian riders who increasingly seek adventure riding, off-roading and high-performance motorcycling experiences.
“IPONE launch sits at the intersection of two things we are deeply committed to: bringing the best lubrication technology to market, and premiumisation that is meaningful, not cosmetic,” he said.
Mr. Pai added that Motul’s strengthened online and offline distribution network would support IPONE’s expansion across India’s growing premium motorcycle ecosystem.
The IPONE range has been categorised into four distinct tiers. The Black Belt – Racing Range is led by the flagship product Shogun and focuses on high-performance riding and racing applications. The company highlighted its association with the Red Bull MotoGP Rookies Cup.
The Blue Belt – Sport Range includes fully synthetic lubricants designed for riders seeking high engine performance for both on-road and off-road applications.
The Green Belt – Advanced Range comprises semi-synthetic formulations aimed at versatile everyday riding with a balance of performance and value.
The Yellow Belt – Standard Range offers accessible lubricant solutions for entry-level riders while maintaining quality and reliability.
Mr. Milind Acharya, Chief Marketing Officer of Motul India and South Asia, said younger riders today increasingly associate with brands that reflect both performance and personal identity.
“With IPONE, we are bringing Indian riders a brand that combines advanced PAO and Ester-based lubrication technology with a bold and distinctive personality,” he said.
He added that the Japanese-inspired visual identity and belt-based product architecture are designed to simplify lubricant selection for riders across different motorcycle categories and usage patterns. According to the company, IPONE will initially be launched across six core markets and fourteen key markets in India, supported by digital-first marketing campaigns aimed at engaging young performance-oriented riders.
