Savita Oil Technologies Limited has re-launched its Savsol brand of lubricants for the Indian market.

“Savsol is a great example of world-class products, right here in India. In a market with increasing number of entrants at the branded end and proliferation of local players, we knew we had to emerge with a distinct proposition that differentiates Savsol for now and for the future. And this is not just cosmetic or for communication – it is a commitment from Savita, India’s only carbon-positive specialty petroleum company to have an innovation pipeline and bring in greener products,” said Sunil Aima, CEO – Lubes for Savita Oil Technologies.

“The new direction, co-developed with our stakeholders – consumers, mechanics and trade partners is a commitment to deliver uncompromising performance while constantly improving on environment-friendliness,” said Aima.

Savsol is a domestic brand of lubricants and engine oils, which was launched by Savita Oil Technologies in 2007, which it claims to be based on a strong and rewarding business with key OEMs in the country. On in its 11th year of existence, the brand has been re-launched with a differentiated promise to reflect its new brand identity – enhanced vehicle performance while being green and sensitive to the environment.

Per its initial research, Savita Oil Technologies said it was clear that the lubricants market had become highly undifferentiated. Retailers, as well as workshops, have come under pressure with the proliferation of a large number of local brands and new entrants. Of all the ideas it tested, consumers and mechanics alike have now realized that the need for performance must also ensure and be balanced with an increased sensitivity to the environment.

The re-launch of Savsol, which is captured in its new identity and packaging, reflects its commitment to invest in developing new, sustainable “green” products. The company says that the brand is all about bringing world-class technology and R&D in India, which is at par with global brands, by using higher quality base oils in all its products. More than a third of its lubricant portfolio is formulated with Group III base oils, the company said. Its engine oils already meet the stringent BS-IV norms for every vehicle type – trucks (diesel engine oils), motorcycles and passenger vehicles. It is also the first company in India to market ‘bioTransol’ – a transformer oil that is made from natural ester-based vegetable oil, the company said.