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Germany's Liqui Moly ties up with Anand Automotive for automotive chemicals

Liqui Moly produces motor oils and additives along with car care products, service products, greases and pastes

ImageBS B2B Bureau B2B Connect | New Delhi
Germany's Liqui Moly ties up with Anand Automotive for automotive chemicals

In its quest to expand its reach and gain significant market share in India, Liqui Moly, the German motor oil and additives specialist, has entered into a marketing agreement with Ansysco, an Anand Automotive group. The agreement was signed on February 26 in New Delhi. “This lays the foundation for our future success in India,” said Michael Karl, export area manager at Liqui Moly who is responsible for the business in India.
 
Liqui Moly produces motor oils and additives along with car care products, service products, greases and pastes. “Basically we offer everything regarding automotive chemicals,” explained Karl. Such a wide range with one company is unique. All the products are exclusively manufactured in Germany.
 
It is part of Liqui Moly’s philosophy to closely work with local partners in respective countries. “It is them who know the market best and who have established distribution channels. We are glad to have found such a strong and reliable partner like Anand,” said Karl.
 
Anand Group, one of the leading auto component suppliers in India, has significant presence in original equipment manufacturing segment. Many of its products like shock absorbers, filters, engine products (piston rings, gaskets and bearings), drive train products, coolants, brake fluids, clutches are supplied in independent aftermarket as well.
 
Mahendra Goyal, group president – aftermarket and business group III, said, “The group has a very reputable brand image in Indian auto industry, which Liqui Moly can leverage to establish its products in India. Anand Group and Liqui Moly partnership for motor oils and additives along with car care products, service products will certainly help Anand to expand its product range in India.”
 
Liqui Moly’s strong position in the German market not only comes from the top quality products but also from their service for workshops as well as for car drivers. This means technical training sessions for workshops, promotional materials, marketing support, sales advices and many more. “Workshops and car dealerships are to benefit from our German know-how and from our more than 50 years of experience,” said Karl from Liqui Moly.
 
Goyal added, “As the Indian market is so attractive, Liqui Moly has to compete against many other brands. This will be a great challenge but we know our strengths. We do not want to be the cheapest in the market. We want to be the best.” 

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First Published: Feb 05 2015 | 4:41 PM IST

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