The Hindu Business Line : Castrol ties up with Mahindra Tractors

Mr Rajeev Dubey, Executive Vice-President, Human Resources & Corporate Services, Mahindra & Mahindra Ltd, with Mr Naveen Kshatriya, Managing Director, Castrol India Ltd, at a press conference in Mumbai on Tuesday. — Paul Noronha

Mumbai , May 4

CASTROL India Ltd has tied up with Mahindra Tractors to develop, produce and supply specially formulated diesel engine oils.

The product developed for Mahindra Tractors is called Castrol CRB Prima, a variant of Castrol's CRB Plus multigrade diesel engine oil.

"Castrol CRB Prima will be available through Mahindra's authorised workshops as well as Castrol's retail chain across the country. The brand will carry on-pack M&M endorsement," Mr Naveen Kshatriya, Managing Director, Castrol India, told reporters here on Tuesday. Marketing and sales teams of both the companies would jointly promote the new brand through on-ground marketing and sales promotion activities according to the four-year agreement, Mr Kshatriya said.

While Castrol is the largest private sector lubricants producer in the country, Mahindra Tractors claims to have a 27 per cent market share in the Indian tractor market. The company operates in the US through its subsidiary Mahindra USA.

Mr Rajeev Dubey, Executive Vice-President, Human Resources and Corporate Services, M&M Ltd, was also present on the occasion.

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