At Bharat Mobility Global Expo 2025, Koovers made waves with its innovative approach to the automotive aftermarket. B.S. Sandeep, CEO & Co-Founder of Koovers, shared insights with N. Balasubramanian about how the company is disrupting the unorganized sector and transforming the industry through digital solutions.
Disrupting the Market with a Unique Approach
“Our goal is to disrupt the entire show, and that’s exactly what we are doing here,” said Sandeep. “Koovers is one of the largest automotive platforms in India, and we are focused on transforming the aftermarket. The temptation to disrupt the unorganized market is strong, as it presents immense growth potential.”
Koovers is addressing a key industry challenge – ensuring that automotive parts reach the right point of consumption. Sandeep explained, “The point of consumption is at the workshop level, while the point of sale is traditionally at the retail level. Most manufacturers limit their visibility to the distribution or retail stage. At Koovers, we go all the way to the last mile, making sure workshops receive the materials they need directly. This is a major disruption, and we are achieving it through a digital platform.”
Bridging the Digital Gap in the Aftermarket
The automotive industry has undergone significant digital transformation, but the aftermarket has lagged behind. “Five years ago, people were booking taxis on their phones; today, they don’t even think about it—it’s just part of their routine. The same will happen in the aftermarket,” Sandeep asserted. “If businesses don’t catch up with digitization, they will be left behind.”
One of the biggest challenges mechanics face is managing the overwhelming variety of vehicle models and parts. “It’s impossible for a mechanic to track every new model and its corresponding parts. That’s where our app comes in. In just three steps, a mechanic can identify a part, see its price, and check the estimated time of arrival (ETA). That level of convenience is a game-changer,” he added.
A Grassroots, Bottom-Up Approach
Koovers’ success lies in its deep-rooted understanding of the challenges faced by mechanics. “We are a grassroots organization with a bottoms-up approach. I used to sit with mechanics over a cup of tea, listen to their problems, and build solutions based on their needs. This is how we have grown over the past eight years,” Sandeep shared.
Even after Koovers’ acquisition by Schaeffler, the company continues its mission unchanged. “We are present across India, expanding our footprint even further. Schaeffler is one of the leading manufacturers of automotive spare parts, supplying to distributors and retailers. With acquisition of Koovers, Schaeffler now has direct access into workshops, offering intelligent repair solutions under their product brands LUK, INA, FAG and Schaeffler TruPower,” he explained.
Expanding Footprint and Accelerated Growth
Koovers is rapidly expanding its reach, with 24 warehouses and operations in 450 towns across India. “For Koovers, this partnership is a huge win. With Schaeffler’s backing, our credibility and acceptance levels in the market have skyrocketed,” Sandeep noted.
The company has been achieving remarkable growth. “We have seen triple-digit growth over the last two years, and we expect to continue this trend. The combination of our innovative approach, digital transformation, and strategic partnerships ensures that Koovers remains at the forefront of the industry.” With its disruptive strategies, grassroots engagement, and strong digital foundation, Koovers is set to redefine the automotive aftermarket in India, making life easier for mechanics and workshops while driving significant business growth.
