We are celebrating the 90th year of Mobil Delvac globally. The brand came into existence on February 17, 1925, in the United States of America. Since we relate all our products to the needs of the consumer, Mobil Delvac was positioned as a diesel engine lubricant. The name Delvac stands for Diesel Engine Lubricant from Vacuum Oil Company. Vacuum Oil Company was our heritage company. Starting experiments with different base oils and additives and adapting them to meet the regulations of different markets is how the Mobile Delvac brand came to find a place for itself the world over. We introduced the Mobil Delvac brand in India more than 20 years ago. We also introduced other products for commercial vehicles.

What changes have your products been subjected to for meeting the changing needs and regulations since you entered India?

As a global player, our products are designed to work in different weather conditions. In markets like Egypt, South America, part of South East Asia, China and Australia, where the climate is warm, we enjoy a stronghold. Similarly, we also enjoy a good hold in cold climate countries like Canada, Russia, Europe and USA. We have thus a wide range of products that suit the different needs of the consumer in different parts of the world. We collaborate with companies like Volvo, Daimler, and MAN. In the off-highway segment we collaborate with companies like Caterpillar. In India we have come to collaborate with Tata Motors for the use of our gear oils and axle oils in their trucks. We are also collaborating with Tata Motors for heavy duty and light duty commercial vehicle applications. We have recently got an order for one of the lines of their light commercial vehicles. Apart from collaborating with OEMs and addressing their needs, we also keep an eye on the needs of the market. We ensure that our products meet the expectations of the market. We exceed what API (American Petroleum Institute) asks us to do. With the ability to develop cutomised solutions for OEMs, a division in our company, specialising in research and engineering, works on different product combinations. This helps us to follow market trends, innovate, research and progress. Not in isolation, but in the company of manufacturers and other stakeholders. It also helps us to understand the changing needs and changing technologies.

Is the Mobil Delvac you offer

in India, mineral based or synthetic based?

Mobil Delvac is aimed at heavy duty vehicles. The flagship product, Mobil Delvac 1, employs synthetic technology, which ensures better fuel economy and protection to engine parts. This oil also extends the drain interval. Mobil Delvac MX addresses most of the demands in the Indian market along with gear oils, axle oils and Mobil brand of greases the company offers. We are also looking at the off-highway segment in India and anticipate a significant growth in this area. As the energy demands grow, the need for better roads and infrastructure will also grow. Two factors will drive it: Rise in population and economical growth. We expect the population to grow by two billion, and much of it will come from India. The transport industry will have to meet this demand. Our global experience in lubes and the ability as well as the knowledge of working with CV sector stakeholders will help us offer the right solutions to consumers.

How would you describe the long oil drain interval of your product?

We tend to exceed the specifications mentioned for normal performance. Whether it is a mineral oil manufactured by Exxon Mobil with the best possible combination of base oils and additives or synthetic oils. With the ability and knowledge gained from working with OEMs and others in the industry, we are capable of offering a bumper-to-bumper solution. So, it is not just engine oils, but also the gear oils, greases and other lubricants. Our engineers work with maintenance managers of our clients; with those that are in charge of their fleet. In US for instance, we work with large companies. Similarly, in India, we work with large fleet operators. We understand their transport needs, their duty cycles, the way their drivers care for their vehicles, the diesel they burn (use) and then provide solutions to them from our product portfolio.

Do you think synthetic based oils will gather importance over mineral-based oils?

Our approach is to give customers what they want. If they are demanding mineral products we will give them that. If they want to optimise the fuel economy and want to prolong their engine life we have synthetic solutions for them.

How different are the needs of the aftermarket, and how do you address them?

We have a large network of distributors covering a large territory. We invest in them. Educate them so that the aftermarket demands are adequately met. We have a network of what we call RDC distribution (Remote Distribution Center) across the nation.

How do you plan to retain the customer by offering him long drain interval lubes?

The fact that we offer solutions that double the drain interval will make the customer come back to us. The good experience with our long drain lubes will be shared by him or her with others. This is certain to help our business grow. These lubes will also help reduce fuel consumption. If the customer demands, we can provide solutions that ensure a drain period that is longer than what is being offered in the market. We are here for a long run. We are patient, and not worried about achieving results overnight. We appreciate the enormous opportunity the Indian market is providing us.

What is Exxon Mobil’s goal in terms of market penetration and share in India?

We would like to grow our business as much as possible. Much the same as we have the world over. We are one of the leading marketers of oils and lubricants for transporters globally. We want to replicate that in India.

Do you have your R&D and blending facility here in India?

We have a joint venture plant (blending facility) near Mumbai. It is like a third party blending facility. We cater to the Indian market through this plant and our distribution network.

What quantity do you produce in India?

I will not be able to tell you the numbers. What I would tell you instead is that we want to grow in the Indian market through the initial offerings that we have.

Considering your products to be at the premium end, how do you hope to attract the cost conscious Indian buyers?

We believe that the customer understands and appreciates the value our lubes provide, and how they reduce the total cost of operations (to run their CVs). Having said that, we bring the best possible product for this market and we communicate that accordingly. So we get involved in marketing campaigns, programs, educational programs for our distributors.

Please elaborate on the marketing and educational programs you conduct for the distributors

We have a Mobil Delvac initiative named ‘Udaan’. It is aimed at educating and creating awareness on safety, lubrication fundamentals and inventory management by providing training to Mobil retailers and mechanics. The intention is to help customers achieve excellence in their businesses. Udaan offers trade partners and associates an opportunity to understand how to handle critical workshop and vehicle maintenance situations where safety is always a concern. These training sessions cover personal and workshop safety, lubrication best practices and the application of technology excellence in Mobil branded lubricants. Such initiatives help the entire industry and country as we save fuel by taking better care of the vehicles we drive.