Creating a niche in accessible market [Dec 2011]

By admin December 22, 2011 9:53 am IST

“We just do not dump oil on the customers, but offer complete solutions”, said Sandeep Singla, AVP – Marketing & Business Development, Valvoline Cummins
Valvoline Cummins is a global player in the lubricants market. With a huge presence in terms of supplying solutions to customers, the company is particularly strong on the OEM front even higher than the parent company. Valvoline Cummins Ltd is a joint venture of Valvoline Inc.USA and Cummins India Ltd.
In India, the company has a market share of 8.5 per cent in the lubricants market. This is part of the accessible market. Valvoline Cummins does not operate on certain markets like fuel pumps, those are the inaccessible market. Business with such markets is possible only with some alliances with various suppliers and supply to the mother OEMs and retail outlets.      
“There are certain markets which are operating with certain value. They are in the business of selling lubricants from an oil stock. Valvoline Cummins does not want to be part of the market where the rates are very low; therefore it becomes too difficult to compete. We want to compete with likeminded companies. We just do not dump oil on the customers, but offer complete solutions”, said Sandeep Singla, AVP – Marketing & Business Development, Valvoline Cummins Limited.

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