Turtle Wax Marks 80 Years of Global Leadership as CEO Laurie King Visits India to Accelerate Expansion Plans

Global automotive surface care pioneer Turtle Wax is marking its 80th anniversary, highlighting a rich heritage that began in 1944 when chemist Benjamin Hirsch formulated the first liquid car polish in Chicago. To celebrate this milestone, Chief Executive Officer Laurie King visited India to reinforce the region’s status as a top-priority growth engine in the Asia-Pacific market. Pointing to the rapid vehicle premiumization and strong consumer passion across Indian cities, King announced plans to deepen localized manufacturing partnerships, introduce climate-tailored products, and expand the brand’s professional detailing infrastructure.

Launch of Hybrid Solutions Pure Bead Coating:
Coinciding with the milestone visit, Turtle Wax introduced its new Hybrid Solutions® Pure Bead coating to the Indian market. Engineered as an advanced spray-on hydrophobic coating, Pure Bead forms an immediate molecular bond to deliver superior water repellency, a streak-free finish, and broad compatibility across gloss and matte paint, PPF, glass, and exterior trim. Designed for effortless application without specialized equipment, the formula ensures that road film, dirt, and debris wash away easily, helping vehicle owners maintain a freshly detailed look despite severe dust and monsoons.

Scaling the Studio-First Ecosystem Across India:
Since establishing its local subsidiary in 2019, Turtle Wax has successfully scaled its “Studio-First” Do-It-For-Me (DIFM) model, surpassing 100 operational co-branded Car Care Studios across major metropolitan hubs like Delhi-NCR, Mumbai, Bengaluru, Hyderabad, and Chennai. Backed by a dedicated experience center and local manufacturing initiatives, the company plans to open over 50 additional studios within the next 12 to 24 months. Leadership emphasized that these efforts, paired with skill-building programs like the Detailing Academy, aim to support India’s vibrant and expanding automotive enthusiast community.