In an exclusive interview with Ajay Krishnan Sivakumar, Regional Sales Manager for Kerala and Tamil Nadu at LIQUI MOLY Motor Oils & Additives, we gain insight into the company’s offerings and future plans as they showcase their products at the India Garage Expo.
LIQUI MOLY, a distinguished German brand and official lubricant partner for MotoGP, stands out in the market for its premium-quality products. “For the first time, I’m receiving this much response from the Indian market,” Ajay remarked. “Our products are fascinating compared to others. They’re akin to iPhones in the phone segment—higher in cost but unmatched in quality.”
The company’s products are exclusively manufactured in a single plant in Germany and are distributed across 140 countries, ensuring consistent quality worldwide. “The advantage of this setup is that the product quality remains the same whether it’s sold in India, China, Japan, or America,” Ajay explained. This consistency underscores LIQUI MOLY’s commitment to maintaining high standards across all markets.
In India, LIQUI MOLY, through its official importer SAFETY IMPEXIN Pvt. Ltd. Tamil Nadu, focuses on a range of products for both two-wheelers and cars. Their offerings include engine oils, additives, brake fluids, and coolants. “We’re introducing premium grades like the 0W-8 engine oil series in India, which represents the latest formulation in engine oils,” Ajay noted. The company is also involved in the marine segment, although it is not yet available in India.
The company is also showcasing ROWE Motor Oils, another German brand, at the expo. ROWE is positioned as a premium oil brand, with initial offerings in 1 liter, 3.5 liters, and 60 liters. “We focus on premium segments, emphasizing quality over cost,” Ajay said. “Our market positioning is like that of Apple—higher in price but offering superior quality.”
Regarding the current market scenario, Ajay pointed out that imported products like LIQUI MOLY’s are priced higher due to the premium quality, making them distinct from locally manufactured oils. “Our market strategy targets premium customers who value high-quality products despite the higher cost,” he stated. Currently, the company generates approximately 50 crores in business per month or quarter, dealing primarily with two-wheeler and car segments.
Looking ahead, LIQUI MOLY plans to expand its reach by introducing products for a broader range of customers. “We aim to engage with Grade-B and Grade-C customers by offering high-quality products at more affordable prices,” Ajay explained. The company is preparing to start producing and importing new engine oils to meet increasing demand. “We’re planning to launch several schemes that will benefit retailers and garages,” he added. This strategic shift reflects LIQUI MOLY’s commitment to expanding its market presence while maintaining its focus on quality.
