Long-drain oil and cricket: Gulf's winning formula in India

Gulf launched India's first long-drain oil in 2006. We turned that into a story of endurance. Ravi Chawla, MD and CEO, Gulf Oil Lubricants India

- Gaurav Laghate

For a category long defined by function over feeling, Gulf Oil Lubricants is trying something unconventional: building an emotional connection in a price-and performance-driven market.

Under Ravi Chawla, managing director and chief executive officer, the brand has steadily repositioned itself as a premium challenger. In an extensive conversation with Mint, Chawla outlines Gulf's five-pillar strategy, its shift from mechanic touchpoints to digital channels, long-term OEM (original equipment manufacturer) partnerships, and the company's growing ambition to become a full-stack mobility and electric vehicle (EV) ecosystem player.

Edited excerpts:

Gulf Oil seems to have been outperforming the industry consistently. What is working for the company?