Varun S Agrawal, Executive Director, NPL
Vikas Gupta, CEO, NPL
As the automotive aftermarket undergoes a tectonic shift toward formalization, Nandan Petrochem Ltd (NPL) has utilized the ACMA Automechanika 2026 platform to signal a bold new era for its flagship brand, Velvex. By showcasing a comprehensive portfolio of lubricants, AdBlue, and allied fluids, NPL is effectively bridging the gap between its established industrial manufacturing depth and a high-energy consumer-facing brand identity.
A Renewed Communication Strategy
For NPL, the 2026 showcase isn’t just about displaying products; it’s about a fundamental pivot in how the brand interacts with the market. Mr. Varun S Agrawal, Executive Director of NPL, emphasized that the show is a cornerstone of the company’s renewed communication strategy. While the company has long enjoyed a formidable B2B foundation, the current focus is squarely on transforming Velvex into a household B2C name.
“We are putting real money behind the brand to ensure a strong on-ground presence,” Mr. Agrawal stated. This investment is visible across multiple touchpoints from refreshed packaging and label designs to enhanced dealer visibility and direct mechanic engagement programs. The goal is clear: create a brand that resonates as strongly with the end-user as it does with industrial partners.
Investing Ahead of the Demand Curve
The aftermarket landscape in India is no longer the fragmented “unorganized” sector it once was. According to Mr. Vikas Gupta, CEO of NPL, the industry is moving rapidly toward higher compliance and the adoption of more advanced, high-performance products. To stay ahead of this curve, NPL is aggressively expanding its infrastructure.
“We are investing ahead of demand by expanding manufacturing capacity, adding high-speed lines, and strengthening our people and distribution,” Mr. Gupta noted. This proactive approach is reflected in the company’s recent logistical expansion; over the last six to nine months, NPL has grown its distributor network from 200 to approximately 270. This 35% increase in reach is strategically focused on core markets where the company identifies the strongest growth potential.
Infrastructure and Market Preparedness
A key differentiator for Velvex remains its massive manufacturing footprint. With 25 Diesel Exhaust Fluid (DEF) manufacturing facilities spread across the country, NPL possesses a localized advantage that few competitors can match. This “Aftermarket Muscle” ensures that as vehicle emission norms tighten and the demand for high-quality AdBlue rises, Velvex is positioned to supply the market without the bottlenecks that plague smaller players.
The exhibits at Hall 1, Stall S50, served as a microcosm of this vision. By aligning brand investment with physical infrastructure and a rapidly growing distributor network, Velvex has sent a definitive message to the industry: they are not just reacting to market changes they are driving them.
