Shell Lubricants, the global market leader in finished lubricants, with CII-IL, organised ‘Empower’, an introduction to its new global direction for its B2B sectors, as a partner to its allied industries. The event also served as a platform to discuss how the different stakeholders from the industry can come together and help reduce the total cost of ownership 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. In addition to Mumbai, the launch will take place across clusters in India including Delhi, Pune, Bengaluru, and Chennai.
Mumbai served as the venue for the first leg of the launch series with a special focus on construction, mining and the fleet industries. The event witnessed participation from eminent industry leaders including L&T, Afcons, Cargo Carriers India Ltd, Ambey Mining, Allcargo Logistics, Baska Bombay Carriers etc, and industry associations such as CII Institute of Logistics. 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.
Speaking on the occasion, Steve Reindl, Global B2B Marketing Head, Shell Global Lubricants said, “As a part of our new focus on building a greater collaboration with our customers, Shell Lubricants undertook a global study1 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 study 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. Hence, we are aligning 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, 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. Sectors such as construction, infrastructure and mining are fundamental to India’s growth. 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, KV Mahidhar, Executive Director of CII Institute of Logistics said, “India is an emerging logistics hub and fleet management is a key aspect to ensure smooth functioning of the sector. Today, one of the key challenges of the fleet sector in India is effective driver retention along with a constant check on per mile return on cost. Understanding ‘Total Cost of Ownership’ and how it impacts business hence becomes critical for a sustained business growth. 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.”
Speaking on the occasion, Neeraj Bhatia, Chief Marketing Officer, Shell Lubricants India said, “We have always ensured that all our initiatives and services help our customers in solving some of their most critical business problems. Collaborating with our OEMs to deliver greater results has been our aim and we have worked towards offering not only products and services that help achieve this, but also design special initiatives. Our renewed global brand positioning ‘Together Anything is Possible’, is aimed at keeping our customer’s best interests at heart, thereby bringing together our people, products and services under one umbrella to power progress together.”
On the lines of the campaign, Shell’s global survey revealed that only one of three companies have correct lubrication management procedures in place. With only 52 per cent 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 per cent of the companies conducting regular staff training.