The lubricant industry has seen it’s cost of production rising by 50% since the outbreak of the West Asia conflict making it imperative to pass on part of the extra burden on consumers. 

The industry done it in two phases and already 30% of the higher cost has been passed on to consumers from this month onwards and more hike is coming up.

“The entire petroleum industry was the first to get impacted. The consumers in India have still not got impacted on the fuel prices because of control of the government. Since March for all the companies, the costs have increased by 50%. So, anything that took about ₹100 to make is now costing ₹150,” said Nagendra Pai, CEO, Motul India & South Asia. 

Founded in 1853, Motul is a global company present in 160 countries. 

“Most of the companies like us purchased more raw material in March and because of that, up till end of April, the consumers were kind of insulated from a price increase for products,” he pointed out.

“From May 1, it is natural that one has to pass on some of the increases. So, there have been price increase. We have passed on about 30% in two tranches to the consumers. But the real impact is yet to come,” he said.

“Only the first impact has come which was minimal because of the stock in the pipeline,” he added.

“We believe that if things go positive, the second price increase can be avoided. But the good thing has been that there has been a bumper kind of a sale for the good, branded companies in April as well as in May because the top branded companies were able to get the raw materials as they havd long term contracts. The smaller local companies are unable to get products in the market,” he stated. 

The company on Wednesday (May 13, 2026) unveiled a Ipone, a premium French lubricant brand with Japanese DNA. The product is targeted at young bikers riding premium bikes.

“Motul has built its global authority on the science of performance lubricants. A premium and synthetic oils alone account for a quarter of our sales, and that foundation is non-negotiable. As a leading player in the category, we see a strong shift towards younger riders who are passionate about adventure riding, off-roading, and performance-led experiences,” Mr. Pai said, “Ipone launch sits at the intersection of two things we are deeply committed to: bringing the best lubrication technology to market, and premiumization that is meaningful, not cosmetic. To support this, Motul’s distribution network, both offline and online, is stronger than it has ever been, giving IPONE the reach to meet these riders wherever they are,” he said. 

Commenting on the new range, Milind Acharya, CMO, Motul India & South Asia stated, “Today’s young riders choose brands that reflect both their performance expectations and their identity. With IPONE, we are bringing Indian riders a brand that combines advanced PAO and Ester-based lubrication technology with a bold and distinctive personality.”

“Beyond performance, IPONE stands apart through its Japanese-inspired visual identity and rider-first approach. The belt-based product system further simplifies lubricant selection, making it more intuitive for riders across different segments. IPONE will initially launch across six core and fourteen key markets, with digital-led campaigns playing a central role in building engagement with the target audience,” he added.