Shell introduces revolution in Indian lubricant industry
Introduces Gas-To-Liquid technology: Offers customers Shell Helix Ultra with Pureplus Technology made from natural gas
Pune (Sept 18, 2014): Shell Lubricants, the global market share leader in finished lubricants, Thursday announced the launch of a next generation motor oil in India, Shell Helix Ultra with Shell PurePlus Technology - the company’s most advanced motor oil ever, featuring a base oil designed from natural gas.
Pioneering an entirely new way to produce premium motor oils, Shell Helix Ultra PurePlus Technology is manufactured through a revolutionary Gas-to-Liquid (GTL) process that converts natural gas into a crystal-clear base oil with virtually none of the impurities which are found in crude oil. The result is Shell’s most advanced synthetic motor oil to date.
Speaking at the launch, Nitin Prasad, Managing Director, Shell Lubricants India said: “We are proud to bring the revolutionary Gas-to-Liquid (GTL) technology to India. Developed through decades of research and development at Shell’s laboratories all over the world, the technology harnesses the power of gas to produce the next generation motor oils. In India, where the market is fast evolving towards synthetic products, we believe the time is right to introduce this innovation through our motor oils.”
“All of our motor oils undergo rigorous testing to ensure they meet all major international industry and vehicle manufacturer standards. We strongly believe that a hero product needs to be - distinctive, differentiated and defensible. We believe the PurePlus technology will add credibility to a brilliant story waiting to be told. It will redefine the premium synthetic category,” said Leo Kin Mun, Lubricants Technology Manager, Shell Global Solutions.
“More and more engine makers are now recommending fully synthetic motor oil because it provides better cleansing and engine protection through a wider range of conditions. In addition to enhanced cleansing, Shell Helix Ultra provides superior wear and corrosion protection which can help to extend engine life and reduce maintenance costs. With Shell PurePlus Technology, we are confident that no other engine oil can keep engine closer to factory clean”, said Akhil Jha, Vice President, Technical (Lubricants), Shell India Markets Pvt Ltd.
Shell PurePlus Technology is a revolutionary process to design pure, synthetic base oil which delivers higher levels of cleansing and protection. It is produced at the Pearl Plant in Qatar; a partnership between Shell and Qatar Petroleum.
It begins with the extraction of natural gas from Qatar's North Field - the world's largest natural gas field. In a gasifier, methane reacts with pure oxygen to produce synthesis gas. The synthesis gas then enters one of 24 reactors at the plant, where chains of hydrocarbons are rearranged and transformed into a liquid base oil virtually free of all the impurities found in crude oil.
Shell Helix Ultra with PurePlus Technology represents a major shift for the Shell Helix brand, placing a new strategic focus on gas-to-liquids technology for its top-tier motor oils, as opposed to traditional crude oil refining.
“Shell Helix Ultra with PurePlus Technology is designed to clean and protect the engine and to help keep it closer to factory clean for longer. We are thrilled to bring this revolutionary technology to India which has put us on the frontier of lubricants innovation. We have received OEM approvals from Maruti Suzuki, Hyundai, Ford, Nissan and General Motors (Chrysler included) in India for this product that makes it even more credible for our customers, while for our consumes, this means they can enjoy the very best performance from their vehicle”, said Mansi Tripathy, Chief Marketing Officer, Shell Lubricants India.
The new Shell Helix Ultra with PurePlus Technology range is currently being rolled out to markets worldwide.