BPCL : MAK Lubricants

Special Branding Feature | Courtesy – Bharat Petroleum Corporation Limited | Kolkata

Introduction

MAK Lubricants, a flagship brand of Bharat Petroleum Corporation Limited (BPCL), is renowned for its trusted lubricants and greases across India and international markets. With over 400 grades catering to automotive and industrial needs, MAK Lubricants emphasizes customer partnership, continuous innovation, and environmental sustainability.

Braze to Brilliance

MAK Lubricantspositions itself as a premium global lubricant brand known for leveraging superior product quality and digital technology to create substantial value for stakeholders. With in-house superior Group II+/Group III MAK base oils from its Mumbai refinery, MAK Lubricants offers dependable products across diverse segments. The brand maintains a strong market presence with a reported 7% share in the finished lubricant market as per Kline’s 2021 report. BPCL, the parent company, recorded an annual turnover of Rs. 5.09 lakh crore in FY 2023-24, underscoring its significantimpact and influence in the industry.

Brand Quotient

MAK Lubricants, renowned for its superior product quality derived from high-grade Group II+ Base Oils, maintains an extensive market presence with over 22,000 Fuel Stations and 500+ distributors nationwide. The brand’s strong partnerships with OEM giants like Kirloskar, TVS, TATA Motors, Hero, Honda, ELGI, Munjal, Atlas Copco, and KIA underscore its commitment to reliability and trust among consumers. Leveraging advanced technology, MAK Lubricants ensures 100% product genuineness and provides valuable consumption insights, enhancing customer satisfaction through tailored solutions and continuous engagement initiatives.

Trendsetting

MAK Lubricants is poised for strategic growth with a focus on diversification and expansion. The brand plans to venture into specialty oil segments for non-lubricant applications, leveraging its robust R&D capabilities. By enhancing its digital tools, MAK Lubricants aims to strengthen its secondary network, ensuring greater operational efficiency. Furthermore, the establishment of a new state-of-the-art plant in Rasayani will bolster production capabilities. With aspirations to broaden its global presence, MAK Lubricants targets entry into 30 new countries, marking a significant step towards international expansion.

Leading Edge

Driven by a commitment to trust, customer centricity, and ethical practices, the company emphasizes superior product quality and extensive market reach bolstered by robust logistics. With trusted OEM partnerships and a strong service orientation, they deliver customized solutions. Positioned as a global energy leader, they prioritize talent, technology, and sustainable growth. Their mission encompasses nation-building through energy solutions, promoting economic surplus, and advocating for energy conservation and environmental stewardship.

Brand Commitment

MAK Lubricants has cultivated a strong consumer perception as an innovative and dependable brand committed to sustainability. Utilizing a diverse media strategy encompassing electronic, radio, print, and digital platforms, the brand effectively engages its audience. Strategic promotion during the ICC Cricket World Cup and active social media presence have bolstered brand visibility and recall. As a result, MAK Lubricants is esteemed within social media circles, reflecting its successful efforts in building a robust and enduring brand image.

Brand Fact

MAK Lubricants stands at the forefront of environmental sustainability with initiatives such as commissioning four AdBlue plants, ensuring self-sufficiency in reducing carbon footprint. The brand exemplifies commitment to sustainability by recycling 3172 MT of plastic waste under EPR and introducing MAK ECO, derived from re-refined base oil, across product ranges tailored for various automotive and industrial applications. In terms of governance, MAK Lubricants ensures consumer trust and authenticity through QR codes on all product packs, combating counterfeit products effectively.

Master stroke

MAK Lubricants has transformed digitally with initiatives such as the HelloBPCL Mobile App, enhancing accessibility for retailers and mechanics. MAKonnect, an integrated secondary billing software, has bolstered distributor network efficiency nationwide. Innovations like MAK ADJOL TEA andMAK ADJOL BANANA for agriculture, MAK Drillol for oil and gas drilling, and MAK Smartkool for IT server cooling highlight its innovation drive. Expansion into the African subcontinent underscores MAK Lubricants’ strategic global growth, cementing its leadership in lubricants solutions with a diversified product portfolio and enhanced market presence.

(Shilpa Bichitra | Special Edition | 2024)