Shell Lubricants doubling down on India: Expands B2C services, sustainable products and data centre hold

A recent report by Moody’s Investor Service states that India is the third largest finished lubricant market in the world, after the US and China. With the overall economic recovery and consumer preferences shifting towards individual mobility, demand is expected to grow at a steady rate. India’s auto market alone grew 27% in 2021. In an exclusive interview with TOI Auto, we spoke with Machteld De HaanExecutive Vice President, Shell Oil to understand how the lubricant company is planning to expand its presence in India and what new opportunities they are excited about.


India’s growing market is also seeing a shift towards more sustainable mobility solutions such as biofuels and electrification. “Shell was the first to introduce premium products made from natural gas and more sustainable products. We have products that are either biodegradable or made from re-refined base oils. For EVs we have a wide range of products such as EV-specific transmission fluids that are very specific to EV powertrains.An electric vehicle also has a battery that needs thermal management and we also have products for that. We launched our first line of EV fluids in 2019, so we’ve been in business for a few years. We’re constantly working with major OEMs to improve these technologies, such as Our EV fluids are being supplied by Mahindra to their Formula-E cars. This allows us to test our products under very harsh conditions and improve them,” Haan said in the future. work.
Currently, Shell is one of the top three players in the Indian market in the passenger car engine oil (PCMO) sector. The company sees India as a key growth market that will be among its top five by 2027. Haan said, “While better products are one group we focus on as a priority. Our second priority is that we want to develop in the industrial sector, as it is the largest market and also a growing sector.It includes agriculture, construction and energy. All of these sectors grow as GDP grows and we want to make sure we increase our footprint in that space.We have growth in markets like India, China, Indonesia and Brazil, where we want to grow.”

Machteld De Haan, Executive Vice President, Shell Lubricants

Machteld De Haan, Executive Vice President, Shell Lubricants

“We also want to evolve into customer solutions, which means we want to move from just products to customer solutions by providing services to B2C customers. This includes oil changes, servicing. , take care of diversity and also provide B2B services such as oil monitoring, reliability services, total fluid management and finally, we also want to expand into new areas. is looking at thermal fluids for fluid management in batteries or data centers.” Now, Shell Lubricants has 50,000 stores in India, which the company aims to double by 2025. The plan is expanding presence in North and East India by investing in distribution infrastructure (Feet-on-the-ground).
While the company sees scope for growth in the motorcycle and commercial vehicle oils sectors, another unique opportunity has caught Shell Lubricant’s attention. It’s India’s growing data center market. All power used by IT components in the data center generates heat that needs to be managed. “Data centers are particularly interesting because today most of them are air-cooled and energy-intensive. With the new immersion cooling liquid we’re producing, we’re able to reduce heat. scale of data centers and the computing power they need, helping them reduce their overall carbon footprint.Our immersion cooling liquid will be tested in India soon!” Haan said.

Representative image of a data center

Representative image of a data center

Compared to traditional air cooling, single-phase immersion cooling as an integrated solution can reduce energy usage and carbon footprint in data centers by up to 48% thanks to its cooling efficiency. High cooling, very convenient for data centers of any size. What else? Immersion technology can also be applied to electric vehicles, so win-win Shell India Lubricants.

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