Mumbai: Veedol, the lubricant brand under Tide Water Oil Co. (India) Ltd., has appointed cricket icon Sourav Ganguly as its brand ambassador. This partnership marks a significant step for Veedol in strengthening its brand presence and securing its market position across India.
With a legacy spanning nearly a century and a presence in over 70 countries, Veedol is recognized internationally as the preferred choice among professionals, particularly in the workshop community. Renowned for its reliability and trustworthiness, Veedol offers a wide range of lubricants catering to both the Automotive Aftermarket (Retail) and Institutional (B2B) sectors. With a nationwide reach, Veedol stands as one of India’s leading lubricant brands, reporting consolidated revenue of Rs 1931 crore as of March 31, 2024.
Veedol is a trusted brand encompassing a repertoire of excellent quality products delivered far and wide through its network of channel partners, many of whom have been engaged with the company for two generations. Honesty, transparency and enduring relationships are defining features of the Veedol way, as encapsulated in its advertising tagline ‘Rakhe Saaf, Dil Se.’
Expressing enthusiasm, Arijit Basu, Managing Director, Tide Water Oil Co (India) Ltdsaid, “We are delighted to have a cricketing great like Sourav Ganguly join us as our brand ambassador. His leadership, grit and determination are the stuff of legend, shaping the winning attitude of Team India as we know it today. Founded on honesty and self-belief, brand Sourav continues to inspire all to raise the bar of performance and achievement, values that resonate strongly with Veedol. We are confident that this association will give us a strong impetus as we drive forward into the future.”
Commenting on the association, Sourav Ganguly said, “My association with Veedol represents a commitment to excellence, innovation and reliability. Just as Veedol stands for high-quality and performance in the automotive industry, I am dedicated to embodying these values in every aspect of my work. Together, we will strive to inspire and connect with our audience, showcasing the best of what we both have to offer.”
Veedol has a strong presence across diverse automotive segments, including 2-wheelers, passenger cars, agricultural, and commercial vehicles. Known for brands like “Take-Off” in 2-wheelers and “Prima” in agriculture, Veedol is now expanding into passenger cars and commercial vehicles. Initially strong in rural areas, the company is now focusing on urban markets. With 500 direct distributors and a network spanning over 50,000 retail outlets, Veedol ensures widespread availability.
Currently, Veedol is enhancing its product portfolio with a modern look and superior performance. Simultaneously, they are upgrading their supply chain and digitizing processes to improve efficiency. Investing in brand building through cricket associations, such as with Kolkata Knight Riders and Sourav Ganguly as brand ambassador, underscores Veedol’s commitment to boosting brand recognition and supporting ambitious growth plans.
