Mumbai: GS Caltex India has unveiled the refreshed global identity of its flagship lubricant brand, Kixx, in the Indian market, marking a key milestone in the brand’s evolution after two decades of its global journey.
The refreshed identity, introduced at an event in Mumbai, features a modernised Kixx logo and the new global brand slogan, “Lubricating the Future,” underscoring GS Caltex’s focus on innovation, performance and advanced lubrication solutions for the evolving mobility and industrial sectors.
Speaking at the launch, Sung Hur, Executive Vice President & Head of Chemical & Lubricants Business, GS Caltex, said, “The refreshed Kixx identity reflects our vision to lead the future of lubrication through innovation and customer-centric solutions. India is a strategic market for us and this launch reinforces our long-term commitment to delivering world-class lubricant technologies to customers across the country.”
Highlighting the significance of the rebranding for the Indian market, Vijay Savant, CEO & Managing Director, GS Caltex India, said, “The new Kixx identity represents more than a visual transformation, it reflects our commitment to delivering advanced, high-performance lubricant solutions backed by global expertise. As India’s mobility and industrial sectors continue to evolve, Kixx is well-positioned to support their growth.”
Emphasising the brand’s future-focused positioning, K. Madhu Mohan, VP-Marketing, GS Caltex India, added, “‘Lubricating the Future’ embodies our promise to drive better performance, efficiency and sustainable progress. The refreshed identity will strengthen Kixx’s presence while reinforcing the trust customers place in our brand.”
GS Caltex India said the refreshed identity will be rolled out across Kixx products and customer touchpoints in India in a phased manner, in line with the company’s global branding strategy.
According to the company, the new identity reflects Kixx’s continued focus on anticipating customers’ future needs while delivering lubricant solutions that enhance performance, efficiency and reliability.
