GS Caltex India has unveiled the refreshed global identity of its flagship lubricant brand, Kixx, in India, introducing a new logo and the global brand slogan, 'Lubricating the Future'. The move marks the next phase of the brand's evolution following its 20-year global journey.
The refreshed identity reflects GS Caltex's focus on innovation, performance and advanced lubrication solutions for the evolving mobility and industrial sectors. The new branding will be introduced across Kixx products and customer touchpoints in India in a phased rollout aligned with the company's global strategy.
Speaking at the launch, 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."
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."
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."
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