At Excon 2025, Nandan Petrochem Ltd. (NPL) showcased more than just a refreshed visual identity for its flagship brand Velvex; it presented a renewed purpose. After more than a decade of strong presence in the lubricants and AdBlue market, Velvex has undergone a comprehensive brand transformation, aligning itself with the rapid technological shift across automotive, construction, agriculture, and industrial sectors.
“A brand must evolve with the industry it serves. Our refresh wasn’t just about new imagery; it was about creating a portfolio that’s genuinely future-ready for BS VI &, BS VII, and the next era of Indian mobility.” shares Mr. Vikas Gupta, CEO, NPL.
A Complete, Future-Fit Product Portfolio
Velvex used Excon 2025 to highlight its new-age formulations, upgraded with modern additives that meet the demands of next-generation engines. The refresh spans the brand’s entire product spectrum; engine oils, gear oils, greases, hydraulic fluids; covering motorcycles, passenger cars, tractors, commercial vehicles, construction machinery, and large industrial engines.
With more than 60 products and over 250 SKUs, Velvex continues to position itself as a full-spectrum lubricant manufacturer.
“We are not a niche player; we cater to every segment,” emphasizes Mr. Gupta.
“The refresh ensures that every new engine entering the Indian market finds a contemporary, compliant match in the Velvex range.”
The upgraded formulations meet stringent quality norms, including evolving emission requirements. This is crucial as OEMs push for higher-performance lubricants compatible with advanced engines, SCR systems, and after-treatment technologies.
Strong Positioning in Construction, Mining & Hydraulics
India’s construction and mining industry is booming with Make-in-India momentum and accelerated infrastructure spending. Velvex has built a strong presence in this space through contemporary hydraulic oils and heavy-duty lubricants used by leading OEMs including Escorts, Mahindra, Kirloskar and several construction-equipment makers.
“Construction and mining are among the fastest-growing categories today. Our formulations deliver durability and cost-efficiency; two things this segment demands relentlessly.” The brand’s wide OEM acceptance reflects the reliability built into its hydraulic and heavy-duty portfolio.
AdBlue Leadership: 40% Market Share and 25 Plants
If lubricants are one pillar of NPL’s success, AdBlue is the other – and a far larger one. NPL is the undisputed pioneer and market leader in India’s AdBlue category, commanding an estimated 40% market share.
This leadership is supported by a vast network of 25 manufacturing plants, enabling consistent availability and cleaner product quality across the country.
“AdBlue is a precision product – it must be extremely clean and manufactured under strict conditions,” Mr. Gupta explains. “Our nationwide footprint allows us to deliver quality, reliability, and affordability at scale.”
The AdBlue market is growing around 10 – 15% annually, driven by BS VI diesel vehicles and now extending into construction equipment and tractors. With BS VII on the horizon, AdBlue consumption is expected to rise significantly.
However, Mr. Gupta highlights a growing challenge: the proliferation of poor-quality roadside urea solutions.
“Unbranded, low-quality AdBlue damages vehicles and harms the environment,” he warns.
“We urge transporters to buy from credible manufacturers – whether from us or any trusted brand.”
Retail Expansion, IPL Connect, and Youth Engagement
While Velvex has long held strong OEM relationships, the next wave of growth will come from retail and the brand’s connection with younger consumers. This is where its partnership with Lucknow Super Giants (LSG) becomes strategic. “Cricket is a cultural force in India. Our association with LSG is helping us build recall among the next generation of vehicle owners, drivers, and mechanics.”
The goal is clear: NPL aims to move from being among India’s top 10 lubricant manufacturers to breaking into the top 5 within three years. Achieving this means tripling its retail volumes; an ambitious but achievable milestone given the brand’s refreshed identity, newer formulations, wider distribution, and sharper youth engagement programs.
Deeply Embedded Across OEM & Aftermarket Channels
NPL works with almost every major OEM in both lubricants and AdBlue. The company is now expanding aggressively in the retail aftermarket across automotive and industrial lubricants.
“OEM partnerships give us credibility; retail gives us scale. “With our refreshed brand and strong distribution backbone, we believe we are poised for the next leap,” notes Mr. Gupta.
The Velvex brand refresh signals more than cosmetic change; it marks NPL’s intention to lead the lubricant and AdBlue landscape as India transitions into a cleaner, more advanced automotive era. With strong OEM presence, a growing retail footprint, leadership in AdBlue, and a future-ready portfolio, Velvex is gearing up for accelerated growth.