Duckhams lubricant brand to re-enter Pakistan
The Duckhams lubricants brand was launched in Pakistan virtually, which was highlighted with the appointment of Energia Pvt. Ltd. as its exclusive licensee.
Energia Pvt. Ltd. is a new company that was formed to manufacture, import and distribute high-quality petroleum products in Pakistan.
Duckhams was UK’s second largest independent lubricants company in the ’60s
Behind Castrol, it was regarded as the largest independent lubricating oil company in the UK in 1967. Duckhams was acquired by bp in 1969. Pakistan and Duckhams have a celebrated history, as the brand had an extensive presence in the country in the 1980s.
Bp sold the Duckhams brand, together with the Veedol brand, in 2011 to focus on its core Castrol and bp lubricant brands. The sale included global rights to a wide portfolio of registered trademarks for the master brand, as well as the associated product sub-brands and iconic logos.
Pakistan is a growth market for lubricants
The Energia and Duckhams partnership enters Pakistan with the aim of building a leading lubricants business in the country, in what is considered still a growth market for lubricants.
“Despite being absent from the market for a while, our data shows time and again that Duckhams is still one of the most recognized lubricant brands amongst automotive consumers and trade professionals in many markets,” said K.R. Venkataraman, Duckhams Global CEO.
“Duckhams team is extremely excited to launch our iconic British brand in Pakistan. We intend to create a future as glorious as our past and the launch in Pakistan will be an important milestone in that journey,” said Jabir Sheth, Duckhams chairman.
“Energia is pleased to partner with Duckhams and we congratulate Duckhams in selecting Pakistan as their next region of growth. Pakistan is a fast-growing market with lots of potential and Energia is excited to work with Duckhams to help fulfil this region’s substantial potential,” said A. Sabri, Energia chairman.
Yasin Rizvi, Energia CEO, added: “In over 40 years of experience in the lubricants industry, I have seen what it takes for a brand to succeed. Duckhams will pick up where it left off in Pakistan. Energia is pleased to bring Duckhams to the Pakistan market and we look forward to leading Duckhams to a place amongst the top lubricants brands in the country.”