“At Turtle Wax, we don’t just want to help people clean vehicles. We want to help build a culture of care around them. Through the Turtle Wax Detailing Academy, we’re investing in both professional detailers and DIY enthusiasts, raising industry standards, creating new skills, and ultimately delivering a better ownership experience for every rider and driver in India.” Mr Dibya Swarup, Marketing Director, Turtle Wax India
xBhp: India is the world’s largest two-wheeler market. How do you define bike culture here, beyond sales numbers?
Mr Dibya Swarup: Bike culture is about passion, identity, and community. A motorcycle is often the first vehicle young Indians own independently. The culture develops when ownership goes beyond commuting into touring, customisation, riding communities, weekend meetups, and pride of maintenance. We are seeing that evolution rapidly in India.
xBhp: What role does vehicle care play in motorcycle culture?
Mr Dibya Swarup: Vehicle care is an expression of ownership pride. Riders invest heavily in riding gear, accessories, and performance upgrades. Maintaining the motorcycle’s appearance is a natural extension of that passion. A clean and well-maintained bike reflects the rider’s personality and attention to detail. And Turtle Wax has globally led the expression that one’s vehicle reflects oneself. We have endeavoured to deliver highly innovative solutions in an easy-to-use avatar for riders who love their machines.
xBhp: How can brands contribute to motorcycle culture?
Mr Dibya Swarup: Brands should move beyond selling products and become enablers of experiences. Supporting rider communities, providing education on maintenance, conducting workshops, and participating in rides creates long-term engagement.
xBhp: Has India finally become a true car enthusiast market?
Mr Dibya Swarup: Absolutely. Ten years ago, cars were largely considered transportation assets. Today, they’re part lifestyle and part personal expression. The rise of performance cars, SUVs, modification communities, detailing studios, and automotive content creators shows how far car culture has evolved.
xBhp: How has social media impacted car culture?
Mr Dibya Swarup: Social media has democratised automotive enthusiasm. Earlier, enthusiasts depended on magazines and clubs. Today, a creator with a smartphone can inspire thousands of owners with detailing tips, road trips, restoration stories, and modifications.
xBhp: What is missing in India’s automotive culture today?
Mr Dibya Swarup: More education around preventive care. While enthusiasts appreciate performance and aesthetics, there is still an opportunity to build awareness about long-term paint protection, interior preservation, and routine maintenance practices that preserve resale value.
xBhp: India has traditionally depended on local car wash services. Why is DIY growing?
Mr Dibya Swarup: Consumers are becoming more informed. They understand that proper products and techniques can improve results while reducing damage caused by harsh detergents or improper cleaning practices. DIY also offers satisfaction and a stronger connection with the vehicle.
xBhp: Do Indian consumers have the patience for DIY detailing?
Mr Dibya Swarup: Many do. What’s changed is that consumers now view vehicle care as a hobby rather than a chore. Even spending 20–30 minutes on a weekend can be enjoyable when the results are visible and immediate.
xBhp: What misconceptions do Indian vehicle owners have about cleaning?
Mr Dibya Swarup: The biggest misconception is that any cleaning product will do. Vehicles today feature sophisticated paint systems, coatings, plastics, screens, leather, and trim materials that require specialised care.
xBhp: Is DIY a threat to professional detailing studios?
Mr Dibya Swarup: Not at all. They actually complement each other. Routine maintenance can be done at home, while advanced paint correction, ceramic coatings, and restoration services require professional expertise. At Turtle Wax, we also have a full range of professional products, ranging from basic shampoos to high-end Paint Protection films at our Turtle Wax Car Care Studios.
xBhp: How does EV growth impact the vehicle-care market?
Mr Dibya Swarup: EV owners tend to be early adopters who care deeply about technology and ownership experience. They are often more conscious about keeping their vehicles looking premium and are receptive to advanced care solutions.
xBhp: Are EV owners different from traditional enthusiasts?
Mr Dibya Swarup: The passion remains the same, but the focus changes. Traditional enthusiasts may discuss horsepower and exhaust notes, while EV owners often talk about technology, efficiency, design, and sustainability.
xBhp: How does Turtle Wax contribute to India’s enthusiast culture?
Mr Dibya Swarup: Our focus is education, accessibility, and innovation. We want to make premium vehicle care accessible to every enthusiast, whether they own a commuter motorcycle, a family SUV, or a performance machine.
xBhp: What is your vision for the next five years?
Mr Dibya Swarup: I believe India will become one of the most exciting automotive enthusiast markets globally. Vehicle ownership will become increasingly experience-driven, and consumers will invest more in preserving and enhancing their vehicles. Turtle Wax aims to be a key partner in that journey.
xBhp: How is Turtle Wax contributing to the growth of vehicle care culture in India?
Mr Dibya Swarup: I believe that building automotive Care & Maintenance culture goes beyond selling products. It requires building skills, knowledge, and a community of passionate vehicle owners and professionals.
That’s why we’ve launched the Turtle Wax Detailing Academy in India, a structured training platform designed to elevate detailing standards across the country. The academy offers professional, paid certification programs for aspiring and experienced detailers who want to sharpen their skills and learn globally recognised detailing techniques.
Ultimately, the biggest beneficiaries are consumers. Better-trained detailers mean higher service standards, better vehicle care outcomes, and a more professional detailing ecosystem.
xBhp: How does the Academy support the growth of DIY culture?
Mr Dibya Swarup: DIY culture grows when people have access to the right education. While products are important, knowledge is what creates confidence.
The Detailing Academy gives enthusiasts an opportunity to learn directly from experts, avoid common mistakes, and understand professional-grade techniques. This helps transform vehicle care from a routine chore into an engaging hobby and a source of pride of ownership.
xBhp: How do you see the detailing industry evolving in India?
Mr Dibya Swarup: The detailing industry in India is transitioning from being service-led to becoming skill-led. Customers today are more informed and expect premium outcomes. To support this shift, the industry needs trained professionals with standardised knowledge and processes.
Through the Turtle Wax Detailing Academy, we are investing in skill development and professional certification. Our goal is to help create a highly skilled workforce that can meet the growing expectations of vehicle enthusiasts and premium vehicle owners.
As detailing standards improve across the industry, the entire ecosystem benefits: detailers, detailing studios, brands, and most importantly, consumers.
xBhp: Is Turtle Wax only focusing on professionals, or are DIY enthusiasts also part of the plan?
Mr Dibya Swarup: DIY enthusiasts are a very important part of automotive culture. Many riders and car owners genuinely enjoy spending time caring for their vehicles and want to learn the right techniques directly from experts.
Alongside our professional certification programs, the Turtle Wax Detailing Academy will host special masterclass sessions for DIY enthusiasts. These workshops will provide immersive, hands-on experiences where owners can learn detailing best practices, understand the science behind vehicle care products, and develop skills under the guidance of Turtle Wax experts.
Every participant will receive a certification, giving them both recognition and confidence in their detailing knowledge.
