Morris Lubricants of the UK, a well-known player in the field of lubricants with over 147 years of rich experience, has announced its entry into the Indian market with a tie-up with George Oakes Ltd. of the Amalgamations Group, India’s leading automotive conglomerate. For this, Morris has established its fully-owned Indian subsidiary, Paterson Lubricants India Private Ltd. Located in Mumbai, Paterson Lubricants commenced its operations from the first week of April. The initial focus of the company is to establish its presence in all key markets in the western and southern regions of India where George Oakes has its strong presence.
In an exclusive interview to MOTORINDIA, Mr. Andrew Wilkins, Director, Morris Lubricants, said: “We are delighted to be in India which has strong historical trade links with the UK. The company has tied up with George Oakes with the support of Rosefield DAA International Consultancy LLP, which is the key partner instrumental in bringing the two parties together with the same ideology. Morris maintains strong relationship with all the major additive companies and base oil products. For the first time, a blending plant has been set up in India, outside the UK. This has been done to encourage the ‘Make in India’ programme of the Indian Government, and the company has a very attractive long-term strategy for the Indian market. Morris Lubricants feels delighted over selling via a trusted partner like George Oakes Ltd., which has the same value and culture similar to Morris. The company has also plans to employ local people to run the business very effectively.
Further, Mr. Andrew was quite impressed with the people’s enthusiasm in listening to the product details during his interaction meet in Chennai. He also felt proud of Morris being the second UK lubricant brand to enter India. The company has also many distinctions to its credit as in introducing the latest and high technology products. The company also extended its support to OEMs like Scania of the UK through its aftermarket programme.
Mr. Stephen Dawe, Group International Business Director, who has been working with Morris Lubricants for over 24 years, is emphatic in his statement that Morris is very fortunate in tieing up with George Oakes Ltd. Both companies belong to a family-owned traditional organization. The company is also quite impressed with the George Oakes’ reliable and transparent approach. Since India is the fastest growing market for lubricants, Morris will provide very effective sales and service support through the George Oakes’ wider network.
Briefly outlining the history of Morris Lubricants, Mr. Stephen said the company was founded by a well-known entrepreneur of the UK, Mr. James K. Morris. Today, Morris Lubricants has emerged one of UK’s largest independent oil companies with production of over 50 million litres annually, of which 30 per cent is exported worldwide. With over 800 product lines, Morris Lubricants has emerged a strong global brand.
According to Mr. Adrian Hill, Automotive Product Manager, Morris Lubricants, as a 147 years old reputed organization in the UK, Morris Lubricants is a credible brand that has become a preferred choice for many OEMs, including Massey Ferguson, Mitsubishi and General Motors. Nearly 30 per cent of the overall sales comes from the OE segment and 70 per cent from aftermarket where profitability is much higher.
In terms of segment-wise sales, the company earns 25 per cent revenue each from heavy haulage vehicles, off-highway and agricultural equipments and the balance from other segments. Currently, Morris Lubricants is meeting the Euro-VI norms, and as a technology leader, the company can meet any improved standard.
In Europe, Morris is one of the most respectable oil companies maintaining its position with the top five. The company also educates mechanics through various awareness programmes on the importance of engine and usage of right lubricants. In order to deliver quality lubricants, the company has full quality circle test procedures. Its products have accreditation from various industry affiliations, including United Kingdom Lubricant Association (UKLA), ATIIEL, BSI, etc.
Mr. Krishna Kaushik, Chief Executive Officer, George Oakes Ltd. (GOL), who is really delighted over the association, said his company is very proud to have its tie-up with Morris Lubricants with a common synergy. Today, the Amalgamations Group, with 46 companies supported by 50 manufacturing units, is the leader in many fields producing high technology auto components. Also, the company with 70 years of rich experience in the automotive aftermarket deals with only world-class genuine auto components. With 36 branches, the company deals with 22 leading brands.
In his presentation, Mr. Shailendra Gokhale, Managing Partner, Rosefield DAA, observed that as an independent agency, his company is providing unbiased services to its customers. When two years back Morris Lubricants approached RSA to seeking partnership in India, it could not get any other reliable and trustworthy partnership in auto parts than George Oakes.
Mr. R. Varadarajan of Rosefield DAA International Consultancy LLP, said Morris Lubricants is already an established brand in 80 countries, and India will prove one of the successful markets for it.
By R.Natarajan, Managing Editor & Publisher