The home-grown speciality petroleum products company, Savita Oil Technologies, with a diversified business portfolio spread across wind energy, automotive and industrial lubricants and petroleum products for diverse applications, relaunched its “Savsol” lubricant brand. The company aims to reposition the popular lubricant aimed at the millennial consumers, mechanics and trade.
Commenting on the move, Sunil Aima, CEO - Lubes for Savita Oil Technologies (pictured below) said, “Savsol is a great example of world-class products, right here in India. In a market with increasing number of entrants at the branded end and proliferation of local players, we knew we had to emerge with a distinct proposition that differentiates Savsol for now and for the future. And this is not just cosmetic or for communication – it is a commitment from Savita, India’s only carbon-positive speciality petroleum company to have an innovation pipeline and bring in greener products.”
“The new direction, co-developed with our stakeholders – consumers, mechanics and trade partners is a commitment to deliver uncompromising performance while constantly improving on environment-friendliness,” added Aima.
Savsol is a domestic brand of lubricants and engine oils which was launched by Savita Oil Technologies in 2007, which it claims to be based on a strong and rewarding business with key OEMs in the country. On in its 11th year of existence, the brand has been re-launched with a differentiated promise to reflects its new brand identity – enhanced vehicle performance while being green and sensitive to the environment. According to the energy major, as per its initial research, it was clear that the market had become highly undifferentiated for lubricants.
The retailers, as well as workshops, have come under pressure with the proliferation of a large number of local brands and new entrants. Of all the ideas it tested, consumers and mechanics alike have now realised that the need for performance must also ensure and be balanced with an increasing sensitivity to the environment. With Green being the need of the hour, Savsol has decided and committed towards the findings, brought a brand promise, which is captured in its new identity and its packaging – as well as its commitment in terms of investments for developing new products.
Savsol highlights
The company claims that the brand is all about bringing world-class technology and R&D in India which is at par with global brands. The lubricants increase fuel efficiency to ensure maximum engine performance with minimal or mitigated emissions. It uses superior quality base oils in all its products – in fact, over a third of its portfolio uses the highest grade of Group-III base oils.
Savsol claims to be one of the top-3 petroleum speciality company in India. Its engine oils already meet the stringent BS-IV norms for every vehicle type – trucks (diesel engine oils), motorcycles and passenger vehicles. It claims to be the first company in India to market ‘bioTransol’ – a transformer oil that is made from natural ester-based vegetable oil.