Turtle Wax plans 50 new Car Care Studios in India, eyes country as global supply hub

Bengaluru, Sep 18 : US-based car-care major Turtle Wax is expanding its presence in India, with plans to add at least 50 new Car Care Studios this year while developing the country as a manufacturing and supply base for its global operations, CEO Laurie King said on Thursday.

The company, which entered India in 2019 and now operates more than 110 Car Care Studios, sees significant growth potential in the country's expanding car-care and vehicle-appearance market.

"We're very excited about car-care appearance exploding in India. We feel like India is just scratching the surface in this marketplace," King said during her India visit to mark Turtle Wax's 80th anniversary.

The planned addition of 50 studios will take the company's expansion beyond major metropolitan markets, with growing demand for organised car-care and professional detailing services also driving its entry into smaller cities.

Turtle Wax currently has more than 11 studios in Bengaluru and 13 in Hyderabad, while around 40 per cent of its studio network is located in Tier-II and Tier-III cities, company executives said.

The company's India strategy extends beyond the domestic market. Turtle Wax has developed local manufacturing capabilities in India as part of its broader global growth plan.

"India is a growth market for us, but we've also developed local manufacturing in India. It is part of our entire global growth plan," King said.

She said the Indian manufacturing base would help the company improve global speed-to-market and optimise the cost of serving customers. The company's sourcing model currently combines local manufacturing with imports, with technically complex products such as Pure Bead being imported from the US.

Turtle Wax is also focusing on professional detailing and plans to develop a detailing academy to train professionals, build a community of skilled detailers and educate consumers about vehicle care.

"We're embarking on creating a detailing academy, which embraces a community. It's not just about product sales, but about education and continuing to elevate the skill set of the consumer on how to care for their car," King said.

The company said India's car-care market differs from mature markets such as the US, where do-it-yourself car care has traditionally been significant. In India, consumers have shown a stronger preference for service-based or "do-it-for-me" car care.

King said Turtle Wax intends to cater to both segments through its product portfolio and Car Care Studios.

The company is targeting consumers across price segments, with products starting at below Rs 100 and going up to around Rs 2,500-2,700 for specialised and premium car-care applications. Its portfolio includes basic maintenance products, scratch-care solutions and premium products for enthusiasts and professional detailers.

Turtle Wax also sees opportunities in the growing premium and luxury vehicle segment. Some of its larger Car Care Studios, spread across around 10,000-15,000 square feet, cater to customers seeking specialised detailing services.

The company is simultaneously expanding its premium technology portfolio, including Pure Bead, an advanced polymer-based product that Turtle Wax says can provide durability for more than 100 washes and resistance to chemicals.

On sustainability, Turtle Wax said it was increasing the use of post-consumer recycled material in its packaging in line with applicable requirements in India. The company said the share of such material had increased from 30 per cent last year to 40 per cent this year.

It also offers a waterless wash product aimed at reducing water consumption during vehicle cleaning.

King said the Indian market had influenced Turtle Wax's approach to consumer engagement, citing growing car ownership and strong consumer interest in vehicle appearance.

"India has shown us another level of passion," she said.

Turtle Wax said it has recorded year-on-year growth since entering India in 2019 and remains focused on expanding its distribution and studio network.

Asked about potential acquisitions or partnerships with Indian detailing chains, King said the company was evaluating opportunities but did not disclose any specific plans.

With its expansion, Turtle Wax is seeking to build an integrated India ecosystem covering consumer products, organised detailing, professional training, local manufacturing and supply-chain capabilities, while increasing India's role in its global growth strategy.