GS Caltex India Unveils Refreshed Kixx Brand Identity in India, Reinforcing Its Vision to ‘Lubricate the Future’

Mumbai, July 22: GS Caltex India today unveiled the refreshed global identity of its flagship lubricant brand, Kixx, in the Indian market, marking a significant milestone in the brand‘s evolution following its 20-year global journey. Introduced at an event in Mumbai, the refreshed identity features a modernized Kixx logo and the new global brand slogan, “Lubricating the Future,” reflecting GS Caltex‘s commitment to innovation, performance, and developing advanced lubrication solutions for the evolving mobility and industrial landscape.

Speaking at the launch, Mr. Sung Hur, Executive Vice President & Head of Chemical & Lubricants Business, GS Caltex, said, “The refreshed Kixx identity reflects our vision to lead the future of lubrication through innovation and customer-centric solutions. India is a strategic market for us and this launch reinforces our long-term commitment to delivering world-class lubricant technologies to customers across the country.”

Mr. Vijay Savant, CEO & Managing Director, GS Caltex India, said, “The new Kixx identity represents more than a visual transformation, it reflects our commitment to delivering advanced, high-performance lubricant solutions backed by global expertise. As India‘s mobility and industrial sectors continue to evolve, Kixx is well-positioned to support their growth.”

Mr. K. Madhu Mohan, VP-Marketing, GS Caltex India, added, “‘Lubricating the Future‘ embodies our promise to drive better performance, efficiency and sustainable progress. The refreshed identity will strengthen Kixx‘s presence while reinforcing the trust customers place in our brand.”

The new brand identity will be rolled out across Kixx products and customer touchpoints in India in a phased manner, aligned with GS Caltex‘s global branding strategy.

The new identity reflects the brand‘s continued focus on anticipating the future needs of customers while delivering products that enhance performance, efficiency and reliability.