Shell Lubricants Unveils Its New Global Positioning ‘Together Anything Is Possible’ In Delhi

  • Introduces the concept of ‘Total Cost of Ownership’ to provide end-to-end solutions for challenges pertaining to customers
  • Partners with CII as its Industry partner

Delhi, June 23, 2017 – Post a successful launch across major business hubs in the country like Mumbai, Pune, Chennai and Bengaluru; Shell Lubricants, the global market leader in finished lubricants, with CII recently unveiled “Empower” –an introduction to its new global direction for its B2B sectors, as a partner to its allied industries in Delhi. The event served as a platform to discuss the concept of total cost of ownership and how the different stakeholders from the industry can come together and help reduce TCO and enhance profitability.

Highlighting the message of “Together anything is possible”, Shell introduced the concept of total cost of ownership with an aim to inspire customers by addressing the efficiency challenges and help them towards achieving their day-to-day ambitions.

Post the events in other cities across India, the launch in Delhi served as the grand finale of the launch series; focusing on the Auto Components and General Manufacturing Sector for the first day and construction, mining and the fleet industries on the second day. The event witnessed participation from eminent industry leaders including Toshiba, Windsor Machines Ltd. ,Varun beverages, Makino, Dilip Buildcon Ltd., Chetak Logistics, ABC transport Pvt. Ltd. and associations like Delhi Goods Transport Association.

As part of its renewed focus on creating greater customer interaction, the event highlighted the importance of lubricants to counter the challenges faced by relevant sectors and assist them to achieve significant reduction in operational cost.

The impact of Shell’s products and services in delivering Total Cost of Ownership in Manufacturing and Construction can be assessed by the examples of Plastics manufacturer Amaray, specialising in injection-moulded covering inlays for DVD trays, reducing their maintenance costs, extend oil drain intervals and save USD $10,708[1] by switching the hydraulic fluid to Shell Tellus S4 ME 46.

Another example of Total Cost of Ownership for Construction is company Al-Watanyiah United Engineering & Contracting. The company which operates in remote locations in mountainous and desert regions in Oman could extend Oil Drain Intervals of its heavy equipment and save USD $172,000 by switching from a non-Shell engine oil to Shell Rimula R4 X 15W-40. Shell’s product and services could increase equipment availability and productivity, extend component life, reduce maintenance downtime and cut lubricant and spare-part consumption.

Speaking on the occasion, Ms. Aysun Akik, Global B2B Marketing Manager – Industry and Transport, Shell Global,said, “As a part of our new focus on building a greater collaboration with our customers, Shell Lubricants undertook a Global study[2] to understand the current lubrication practices of businesses in Shell’s six priority B2B sectors across eight markets: Brazil, Canada, China, Germany, India, Russia, UK and US. Our new brand alignment is a reflection of the results from our study, which helped us reveal that Companies recognise that effective lubrication represents a significant financial opportunity, but there is a lack of understanding about how lubrication can impact the TCO of their equipment. Our new brand outlook will help us align our Global outlook to reach out to our customers better, offer our people and expertise to ensure they can save smartly.”

Delivering the inaugural address Ms. Mansi Tripathy, Country Head of Shell Lubricants India said, “India’s growth story is today a global example of the opportunities that make India an exciting market to be in. Every sector such as ACGM, Construction, Infrastructure and Mining is fundamental to India’s growth as an economy. While the Lubricants industry holds key significance in the business operations of its allied industries, it is necessary for sectors to perceive the contribution of lubricants as an enabler of efficient macro operations. We are hence trying to create an ecosystem and dialogue with our customers to help them understand TCO and how Shell can be a trusted partner in their journey to achieve the same.”

Lauding the campaign Mr. Manoj Singh, General Manager, Windsor Machines Ltd. said, “I can proudly say that today Windsor is a trusted name because we have found a right partner for our self. Despite having a good growth potential, the manufacturing industry ranging from injection molding to packaging industry faces many challenges in terms of lack of advanced technology and limited infrastructure. Understanding ‘Total Cost of Ownership’ and how it impacts business hence becomes critical for a sustained business growth. According to an insight by PMMAI- Plastics Machinery Manufacturers Association of India; more than 70% of hydraulic failures happen not because of the negligence but indeed because of the lack of in-depth knowledge about certain aspects. Hence it is important to have a trusted partner to consult you on. With Shell Lubricants initiative, I am hopeful that the knowledge barriers prevailing due to a lack of understanding of Total Cost of Ownership and improving operational efficiency, will be addressed.”

On the lines of the campaign, Shell’s global survey revealed that that while the majority (59%) of companies recognise that effective lubricant selection and/or management can help reduce costs by 5% or more, they undervalue the opportunity – fewer than 10% realise that the impact of lubrication could be up to six times greater[3]. With only 52% considering lubricants product performance, there is a lack of understanding about how lubrication can impact the reliability and productivity of the equipment. Moreover, there is lack of expertise along with knowledge barriers in these sectors, with only 33% of the companies conducting regular staff training.

Shell hopes to address this with its “Together Anything is Possible” brand alignment