About MAK Lubricants

About MAK Lubricants

MAK Lubricants – from Bharat Petroleum (BPCL) is an established, trusted brand in Lubricants and Greases in India and International Markets, offering 300+ grades across various segments. MAK Lubricants pioneered to introduce its formulations from superior quality Group II+ Base oils (MAKBase) since 2006-07 and continues to deliver technically advanced Lubricants ensuring best of performance under extreme conditions.

MAK R&D Centre, Mumbai, a state-of-art facility with international and national accreditations to its credit, is all geared up to face the challenge as Indian markets adapt to BS VI norms.

In the year 2018, MAK Lubricants launched their new packaging range, focused on customers needs. Attributes like convenience of pouring, reassuring genuineness, premiumness in terms of material and build quality were the highlights of the design. The innovative design won the coveted SIES SOP STAR AWARDS 2018 under the category of excellence in packaging with emphasis on “Innovation, Creativity, Developments and New Concepts”.

Available across 13900 Bharat Petroleum Retail Outlets, marketed by 700+ Automotive, Industrial and Rural Distributors, having presence on thousands of Retail Counters, exclusive MAK Lube Shoppe and Auto Spare part Shops, prominently displayed at Workshops and Garages, recommended by Mechanics, MAK Lubricants has been accessible to its millions of customers across automobile and industrial segments.

MAK Quik Oil change centers, available across 3000 BPCL Fuel stations facilitates oil change thorough mechanical units in presence of the customer. Regular Under Bonnet services provided at our Retail outlets, assists the customers to maintain optimum coolant and Oil Levels, through regular check & top up facility. Such unique initiatives, where product is drained and replaced in presence of the customer, generates trust in the services as rendered.

Value added quality assurance services like Oil condition monitoring in Industries, Lube Mobile Labs for Q&Q at Fuel Stations, products testing services at NABL accredited labs, creates trust and differentiation in the minds of consumers.

MAK Lubricants has been contributing to all core industrial sectors, spanning Agriculture, Sugar, Cement, Steel, Power, Mining, Railways, Transport, Construction, Fertilizers, Textile, and many more with its sector specific Industrial range of products. New generation fully synthetic oils, which give better protection and longer engine life, and food grade lubricants approved by NSF are the latest additions to the varied portfolio of MAK Lubricants.

MAK Lubricants is a leading player in 4T (2 wheeler) segment, approved by major manufacturers like TVS , Hero and Honda. MAK is also a Genuine Oil supplier for TATA trucks and cars. Automotive manufacturing industries like TVS, Hero, Eicher Motors, Atlas Copco, Elgi, Godrej, Kirloskar, Endurance, TATA group, Munjal Showa, Showa India, and many more instill trust in MAK Lubricants for over a decade now.

Addressing the need of consumer and the environment, MAK Lubricants have now developed products with longer drain intervals and are also exploring technology for bio-degradable products range. Truly, friction is no impediment in automotive and Industrial sectors, as MAK® “makes it possible

A Background

A Background

While in 1976 Bharat Petroleum Corporation Limited was born, the Indian lubricants market was dominated by Burmah Shell and Indian Oil Corporation Limited, a National oil company was slowly but steadily picking pace in the market. The nationalization mantra then bought in the monopolistic market scenario dominated by four Oil majors namely IOC, BPCL, HPC and IBP. The market was almost in the same state for 15 years and subsequently, in line with the economic liberalization in India, Lubricants was the first downstream Petroleum product to be totally deregulated with effect from 1991.

Since then a large number of players - National, MNCs as well as Global Players - have entered the Indian Lubricants market to capture their share of this attractive and growing market. In 1992 we as BPCL had registered a volume of 104.5 TMT. While the market was deregulated which attracted many players who bought in new brands, new looks and the consumers had alternate options. All these years consumers were buying from Retail Outlets and this opening up of the sector gave alternate source of lubricants to consumers. New entrants brought with them innovative packages and brands whereas we had old packages with old brand names which starting appearing unattractive and losing demand.

In 1998, BPCL re-launched three lubricant brands – MAK Lubricants for Diesel Engine oils, Automol for Petrol Engine oils and Glide for two/three wheelers. The company then combined them together into an umbrella brand called “MAK Lubricants”.

However, we observed that

  • Our individual brands failed to fight with mother brands of competitors.
  • Category spends were going up and the lower volumes could not justify large investment in brands.
  • Pedigree of BPCL could not be leveraged with three brand strategy

Therefore, in 2003, all the three brands (MAK, GLIDE, AUTOMOL) converged to one umbrella Brand ‘MAK’. This scripted a new chapter in the history of MAK lubricants. We started looking at media communicating differently and thus our campaigns emerged much stronger and visible.

The punch line of “MAK Makes it possible” along with the umbrella brand was launched in 2003