VELVEX.
VELVEX is continuing to strengthen its presence in India's automotive aftermarket sector, and its collaboration with Lucknow Super Giants is becoming an increasingly significant part of the company's long-term growth strategy. Beyond increasing visibility, the partnership reflects VELVEX's broader focus on building stronger consumer trust, improving brand recognition, and establishing itself as a dependable automotive brand for Indian customers.
Founded in 2015, VELVEX began its journey with a clear vision of creating a strong automotive product portfolio across India. Over the years, the company has steadily expanded across categories while remaining committed to the values that continue to define the brand today: trust, consistency, reliability, and dependability.
These principles form the core of what the company proudly refers to as its "X Factor."
"For us, the idea is simple. Customers should never have to worry about whether the product will perform when needed," shared Mr. Varun Agrawal, Executive Director of Nandan Petrochem Limited, during an exclusive interaction. "That peace of mind and dependability is what VELVEX stands for."
As the company continued expanding its footprint across India's automotive lubricant and aftermarket industry, VELVEX also refreshed its brand identity to better connect with modern consumers and younger audiences. Alongside adding AdBlue to its growing portfolio, the company introduced a more contemporary and approachable brand image designed to feel relatable while continuing to reflect trust and quality.
VELVEX believes that today's consumers connect not only with product performance, but also with a brand's personality and communication style. As a result, the company has consciously worked towards building a communication approach that feels engaging, approachable, and consumer-friendly while retaining the credibility associated with the automotive sector.
This thinking is strongly reflected in its association with Lucknow Super Giants.
According to the company, Lucknow was always considered a natural fit because the city's values of resilience, discipline, and determination closely align with VELVEX's own philosophy. Uttar Pradesh also continues to remain one of the company's key business markets, making the partnership strategically important from both a commercial and branding standpoint.
The collaboration with Lucknow Super Giants has helped VELVEX significantly strengthen its awareness and market presence while building consumer trust through a platform that enjoys a massive emotional connection across India. Cricket continues to hold unmatched cultural relevance in the country, allowing brands to create deeper recall and familiarity among audiences.
"Cricket creates recall in a very different way," mentioned Mr. Vikas Gupta, CEO of Nandan Petrochem Limited. "When consumers repeatedly see a brand associated with something they genuinely care about, familiarity and trust begin building naturally over time."
Instead of viewing the collaboration only from a sponsorship perspective, VELVEX has focused heavily on consumer and retailer engagement activities linked to the partnership. The company has taken customers, mechanics, and retailers to several Lucknow Super Giants matches, creating memorable experiences that strengthen personal connections with both the cricket franchise and the VELVEX brand.
VELVEX has also integrated the partnership into its mechanic ecosystem through incentive-based contests hosted on its mechanic application. These initiatives are helping drive stronger participation and engagement at the ground level while strengthening relationships within the automotive service community.
Simultaneously, the company continues investing extensively in on-ground activation campaigns and retailer engagement programmes across India. VELVEX currently works closely with more than 500 retailers through multiple outreach activities and engagement initiatives aimed at strengthening its automotive aftermarket network.
According to Mr. Vikas Gupta, consistency and innovation continue to remain the two biggest priorities in ensuring the success of the Lucknow Super Giants collaboration.
"Consistency creates memory. Innovation keeps people interested," he explained. "That balance is what helps a brand move from being known to becoming preferred."
Looking ahead, VELVEX sees cricket as an important long-term branding platform for the company. With the sport continuing to enjoy unmatched popularity and emotional influence across India, VELVEX believes cricket offers the ideal opportunity to create stronger emotional connections with consumers while building long-term trust and loyalty.
By combining sports marketing, retailer engagement, and consumer-focused communication, VELVEX continues to strengthen its position as a reliable and trusted automotive aftermarket brand in India.
