SAJAN MURALI PURAVANGARA

We are proud to have completed five successful years. Reaching this milestone in India is humbling and energizing.

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Managing Directoar, Turtle Wax India

Turtle Wax completes five years in India – your thoughts on the same?

We entered the market at a time when the world was learning to adapt to a new normal, and vehicle hygiene and upkeep suddenly became far more relevant to everyday lives. India welcomed us with openness and curiosity, and despite launching during the pandemic we quickly found ourselves connecting with a generation of consumers who saw car care not just as a task, but a source of pride.

The last five years have been filled with learning, adaptation and relationship-building with customers, partners, and the vibrant auto aftermarket community. The response has affirmed our belief that India isn't just a growing market, it's a deeply emotional and experiential one. Our consumers here value trust, quality, and brand authenticity, and that has made every mile of our journey worthwhile.

India’s detailing category is still very young, so our journey has involved not only building a brand but also helping develop the category itself. Over the past five years, we have expanded our presence across diverse platforms, including retail, the accessories trade, modern trade, e-commerce, auto OEMs, and most notably, through our own Turtle Wax Car Care Studios. This 360-degree approach helped us shape consumer perceptions and increase access to professional-grade car care.

Please tell us about your new campaign.

“You Are How You Car” is a campaign that strikes at the heart of what we believe car care is about: self-expression, pride, and personality. We believe the way one cares for their car mirrors their personality and values. Through this campaign, we are celebrating the pride and joy that comes from maintaining one's vehicle, emphasizing that car care is an extension of self-care.