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  • Set to offer a full range of products and services catering to economic, premium and luxury vehicles
  • Will include its exclusive range of Professional, Ceramic and Hybrid Solutions Products in India

New Delhi, NFAPost: Turtle Wax, an award-winning Chicago-based car care brand, announced its entry into the Indian market. The brand has launched its complete range of appearance products for both four-wheelers and two-wheelers for every surface including paintwork, wheels, tires, upholstery, and plastic, among others.  

A family-owned company with deep roots in Chicago, Turtle Wax stands for innovation in car care, and for nearly 75 years has pursued products that transform how consumers take care of their vehicles.

Turtle Wax’s legacy dates to 1944 when Company founder Ben Hirsch invented “Plastone”, the world’s first liquid auto polish in his family bathtub. In 1946 when Plastone was renamed as Turtle Wax, the iconic brand was founded and has since then emerged as a household name in more than 120 countries around the world.


Commenting on the India entry, Turtle Wax’s Executive Chairman, (and Hirsch’s grandson) said Denis John Healy said the company’s entry into the Indian market adds a fantastic new chapter to our history.

“We are thrilled to be here and offer our world-class product suite to weekend warriors and enthusiasts alike. India is unarguably the most vibrant and diverse automobile market in the world. This country not only holds great promise for the business but is of strategic significance to our global trade channels. We are keen to adapt and invest in India’s people and their car care culture more than anything else. With the most innovative global products, we are confident of Turtle Wax’s position as one of the leading car care brands in India,” said Turtle Wax’s Executive Chairman, (and Hirsch’s grandson) said Denis John Healy.

Providing “best in class” products, Turtle Wax is ready to enter the competitive Indian market by launching an extensive range of products that suit any skill level and address challenges that most drivers and motorcyclists face.

From the buzzworthy, detailer-favorite Hybrid Solutions Ceramic range to the Quick & Easy range designed for novice users, Turtle Wax will have cars looking great and protected from the difficult Indian climate. The company will add its innovative Professional series and Ceramic coating range to the existing portfolio as it gears to partner with OEMs across the country, offering breakthrough solutions.

Turtle Wax made several key hires in India to advance the brand, including Sajan Murali Puravangara, Country Manager and Director of Turtle Wax Car Care India Pvt. Ltd.

Sajan Murali Puravangara said Turtle Wax is undoubtedly one of the most recognised and preferred brands across the world in the car care domain.

“We have entered India with the launch of a complete range of products to give our customers the flexibility and options they seek – some of our products are genuinely tailored for India and Indian car care challenges. While we have multiple distributors across the country, we also plan to setup Turtle Wax branded loyalty detailing stores to provide our variety of innovative services and products for personalized customer selection. We are looking forward to raising the bar on existing standards of car care and exceeding the expectations of Indian consumers,” said Sajan Murali Puravangara.

To celebrate the launch in India, Turtle Wax is launching an exclusive car care kit to introduce car owners to their no. 1 range of products, including the below products:

  • ICE™ SNOW FOAM WASH for experiencing Car Spa at home with rich foam car wash
  • QUICK & EASY TURTLE WAX INTERIOR 1® CLEANER for 1 -step cleaning of all fabric, carpets and vinyl
  • QUICK & EASY TURTLE WAX INSIDE & OUT PROTECTANT for shiny plastic, vinyl & rubber surfaces
  • TURTLE WAX® ICE™ SEAL N SHINE infused with Carnauba wax that seals in shine and protects your car paint for months
  • TURTLE WAX® ODOR-X™ Travel spray to give a refreshing fragrance with Caribbean Crush Scent
  • CLEARVUE™ RAIN REPELLANT for smear-free windshield glass that enables clear visibility while driving during the monsoon rains 

Turtle Wax also plans to bring its love for road trips, vintage cars and car shows to India with a series of events and videos that will be announced in the coming months. The brand is reciprocally incorporating the beauty and power of Indian culture into its global communications as well.

Turtle Wax® products will be available across all leading car accessory outlets, tyre/alignment shops, lubricant outlets, independent workshops, car spas, and auto refinish centres in India. The products can also be bought via our Toll-free number – 1 800 102 6155 – and through our customer care team at: customercareindia@turtlewax.com. To become an authorized retailer or distributor, or for OEM tie-ups, please reach out to our Turtle Wax corporate team at: indiatradeenquiry@turtlewax.com.

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