Ideal First Choice to introduce internationally recognised Gulf Oil lubricants

At the launch of Gulf Lubricants in Sri Lanka, from left: Ideal First Choice Head of Business Sanjeewa Kasthuriratne, Ideal First Choice Deputy General Manager Danushka Walpola, Ideal Group Founder and Chairman Nalin Welgama, Ideal Motors and Ideal First Choice Director Chaminda Wanigaratne, Gulf Lubricants India Head – Business Development – Cluster Markets Gagan Mathur and Lanka Ashok Leyland Deputy General Manager Vipin Ohri

Ideal First Choice Ltd., continues to set the pace by introducing Gulf Oil lubricants to the Sri Lankan market. 

The strategic partnership with the Gulf Oil Lubricants India is the latest addition to Ideal First Choice’s expansion of its global brand offerings and thereby, continue to provide a world-class service experience.

Gulf Oil is a well-established player in the global lubricant industry with a strong presence in over 100 countries. Gulf Oil has appointed Ideal First Choice Ltd. as its national distributor for its products and to launch the brand in the Sri Lankan market. A celebratory event marking this momentous milestone was held at the JAIC Hilton, Colombo recently. 

Gulf Oil is a part of the Hinduja Group, one of the largest diversified groups in the world spanning across continents. Gulf Oil enjoys a respectable market share in Asian countries given its strong distribution network across the SAARC region including Bangladesh and Nepal. 

Gulf Oil has formed strategic partnerships with sport to promote the values of the game, today. They are associated with iconic names like, Manchester United and McLaren Racing. In India, Gulf Oil has been associated with the cricketing legend, Mahindra Singh Dhoni, as it is Brand Ambassador for over a decade and has been one of the oldest sponsors of the leading Indian Premier League team the Chennai Super Kings.

Ideal First Choice and Ideal Motors Director Chaminda Wanigaratne commenting on the partnership said: «We are pleased to announce the appointment of Ideal First Choice as Sri Lanka›s national distributor for Gulf Oil. As a part of our association with Gulf Oil, we look forward to provide high-quality products and a unique lubricant brand to all of our clients.”

He noted, “In 2008, the Government in order to introduce lubricants to the local market, liberalised the market place giving opportunities to the private sector to introduce various lubricant brands to Sri Lanka. Subsequently in 2010, the automotive industry was reenergized and the availability of hybrid vehicles in the market also attracted a large number of customers. Due to this over the years, the demand for lubricants increased and accordingly we have introduced Gulf Oil which can provide high quality performance to customers at an affordable price.”

“We have also begun the process of appointing local dealers for Gulf lubricants covering all districts across the country. Through our island wide dealers we aim to distribute the brand for all vehicles including motorcycles, three-wheelers and vans, in addition to industrial requirements. Moreover, arrangements have been made to provide technical knowledge and awareness about the brand and its products to all our dealers and sales teams. This initiative ensures that we are able to provide customers the highest quality product at an affordable price,” Wanigaratne added.

Gulf Oil President – APAC and Gulf Oil Lubricants India Ltd. MD and CEO Ravi Chawla said, “We are delighted to have partnered with Ideal First Choice as the national distributer in Sri Lanka. The country consumes about 64,000 kilo litres of lubricants annually; 68% of this is used for automobiles and the remainder for industrial lubricants and greases. We aim to provide consumers with high quality lubricants for the automotive and industrial sectors. I am sure this partnership will grow to benefit the industry.”

Gulf Oil Lubricants India Ltd. Head – Business Development – Cluster Markets Gagan Mathur commented on the new collaboration: «The company is extremely glad that we are able to introduce Gulf Oil Lubricants to the Sri Lankan market by partnering with Ideal Group. We are certain that the Gulf Oil brand will achieve new heights under the expert guidance and leadership of Nalin Welgama, one of Sri Lanka›s leading entrepreneurs. With the support of Ideal Group we will provide a bona fide choice that will allow consumers to edge ahead with high performance oriented products. We are confident that our combined commitment will uplift our brand to greater heights. I would also like to take this opportunity to thank all our partners.”

Ideal First Choice is a fully-owned subsidiary of the Ideal Group, one of country›s leading business conglomerates. It is recognised as a pioneer in luxury motor vehicles and the after-sales service industry in Sri Lanka. With its state-of-the-art facilities across the country, Ideal First Choice has partnered with world renowned brands such as Bosch diesel and non-diesel spare parts and launching a diesel service centre, Akzonobel for distributorship of automotive paints and also as the distributor for multi-branded two-wheeler and three-wheeler spare parts available through the company’s island wide network.