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GS Caltex India Refreshes Kixx Brand Identity in India

2026-07-23

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 20-year global journey. The updated identity includes a modernised Kixx logo and the new global brand slogan, “Lubricating the Future”, reflecting the company’s focus on innovation, performance and advanced lubrication solutions.

The refreshed identity was launched at an event in Mumbai and is aligned with GS Caltex’s global branding strategy. The new positioning aims to strengthen Kixx’s presence in India while addressing the evolving 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 that the refreshed Kixx identity represents the company’s vision to advance lubrication technologies through innovation and customer-focused solutions. He highlighted India as a strategic market and reaffirmed the company’s commitment to providing advanced lubricant solutions.

Vijay Savant, CEO and Managing Director, GS Caltex India, said the updated identity reflects the company’s focus on delivering high-performance lubricant products supported by global expertise, as India’s mobility and industrial sectors continue to expand.

K. Madhu Mohan, Vice President-Marketing, GS Caltex India, added that the “Lubricating the Future” vision represents the brand’s commitment towards improving performance, efficiency and sustainable progress.

The new Kixx identity will be introduced across products and customer touchpoints in India in a phased manner. The brand will continue focusing on developing solutions that improve performance, efficiency and reliability for customers across automotive and industrial applications.

GS Caltex India, established in 2010, operates in premium lubricants, base oils and polymers. The company supplies finished lubricants to major original equipment manufacturers (OEMs) and industrial customers, including Volvo, Hyundai, Doosan Infracore, Kia Motors, Siemens and Alstom. It has also expanded its product portfolio to include polypropylene (PP) compounds and Long Fiber Reinforced Thermoplastics (LFT) for various industrial applications.