US car-care brand Turtle Wax expects India to become its biggest market globally within the next five years, as it steps up expansion in the world’s third-largest automobile market.
Speaking in an exclusive with businessline, CEO Laurie King said the company’s India business has doubled every year since entering the market in 2019 and sees significant headroom as car ownership and premium car care gain traction.
The company currently operates 110 Car Care Studios across India and plans to add more than 50 over the next year, besides building a detailing academy and community. Turtle Wax is also seeing rising demand for premium products such as ceramic and graphene coatings.
It is also beginning to build a detailing academy and community, while expanding through distributor partners.
India’s car-care products market was estimated at $216.6 million in 2025 and is projected to grow at 4.8 per cent annually through 2033, as vehicle ownership rises and consumers spend more on maintenance, aesthetics and protection.
King said the company sees opportunities across both do-it-yourself (DIY) consumers and professional detailing, or do-it-for-me (DIFM), segments. DIY demand is being supported by the growth of social media and digital platforms, while its offline network caters to professional detailing.
Tariff impacts
King said Turtle Wax’s localisation strategy in India has helped minimise the impact of tariffs and other geopolitical disruptions. The company initially imported products into India but has since focused on localising manufacturing, while maintaining a global sourcing network to manage costs and supply.