GS Caltex India Refreshes Kixx Brand Identity in India

23 Jul 2026 CW Team

The refreshed brand identity was launched at an event in Mumbai and aligns with GS Caltex’s global branding strategy. The initiative aims to strengthen Kixx’s presence in India while addressing the changing requirements of the mobility and industrial sectors.

Speaking at the launch, Sung Hur, Executive Vice President and Head of Chemical & Lubricants Business, GS Caltex, said the refreshed identity represents the company’s vision to lead the future of lubrication through innovation and customer-focused solutions. He added that India remains a strategic market for GS Caltex, with the launch reinforcing its commitment to providing advanced lubricant technologies.

Vijay Savant, CEO and Managing Director, GS Caltex India, said the new Kixx identity reflects more than a visual change and represents the company’s focus on delivering high-performance lubricant solutions supported by global expertise.

K. Madhu Mohan, Vice President-Marketing, GS Caltex India, said the “Lubricating the Future” theme represents the brand’s commitment to improving performance, efficiency and sustainable progress while strengthening customer trust.

The new identity will be introduced across Kixx products and customer touchpoints in India in a phased manner. The refreshed branding reflects the company’s focus on developing products that enhance reliability, efficiency and performance for evolving automotive and industrial applications.

GS Caltex India, established in 2010, operates in premium lubricants, base oils and polymers. The company supplies lubricant solutions across India through its distribution network and warehouses located at key locations.

The company offers a range of finished lubricants and supplies products to major original equipment manufacturers (OEMs), including Volvo, Hyundai, Doosan Infracore, Kia Motors, Siemens and Alstom. GS Caltex India has also expanded its portfolio with polypropylene (PP) compounds and Long Fiber Reinforced Thermoplastics (LFT) for various industrial applications.

GS Caltex India has unveiled the refreshed global identity of its flagship lubricant brand Kixx in India, marking a new phase in the brand’s evolution after two decades of global presence. The updated identity includes a modernised Kixx logo and the new global slogan, “Lubricating the Future”, reflecting the company’s focus on innovation, performance and advanced lubrication solutions. The refreshed brand identity was launched at an event in Mumbai and aligns with GS Caltex’s global branding strategy. The initiative aims to strengthen Kixx’s presence in India while addressing the changing requirements of the mobility and industrial sectors. Speaking at the launch, Sung Hur, Executive Vice President and Head of Chemical & Lubricants Business, GS Caltex, said the refreshed identity represents the company’s vision to lead the future of lubrication through innovation and customer-focused solutions. He added that India remains a strategic market for GS Caltex, with the launch reinforcing its commitment to providing advanced lubricant technologies. Vijay Savant, CEO and Managing Director, GS Caltex India, said the new Kixx identity reflects more than a visual change and represents the company’s focus on delivering high-performance lubricant solutions supported by global expertise. K. Madhu Mohan, Vice President-Marketing, GS Caltex India, said the “Lubricating the Future” theme represents the brand’s commitment to improving performance, efficiency and sustainable progress while strengthening customer trust. The new identity will be introduced across Kixx products and customer touchpoints in India in a phased manner. The refreshed branding reflects the company’s focus on developing products that enhance reliability, efficiency and performance for evolving automotive and industrial applications. GS Caltex India, established in 2010, operates in premium lubricants, base oils and polymers. The company supplies lubricant solutions across India through its distribution network and warehouses located at key locations. The company offers a range of finished lubricants and supplies products to major original equipment manufacturers (OEMs), including Volvo, Hyundai, Doosan Infracore, Kia Motors, Siemens and Alstom. GS Caltex India has also expanded its portfolio with polypropylene (PP) compounds and Long Fiber Reinforced Thermoplastics (LFT) for various industrial applications.

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