Detailing Devils

What Detailing Devils does

Detailing Devils is India's largest automotive detailing franchise network, operating 140+ studios across India, Nepal, the Philippines, and Singapore. Founded in 2016 by bringing the brand from Singapore, it offers nano ceramic coatings, graphene coatings, and Dragon PPF paint protection films to individual car and bike owners, monetizing primarily through franchise fees, co-ownership investments, and proprietary product sales.

Name

Detailing Devils

Legal name

Detailing Devils

Website

https://detailingdevils.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Automotive Detailing Services

NAICS

Coating, Engraving, Heat Treating, and Allied Activities (3328), Metal Coating, Engraving (except Jewelry and Silverware), and Allied Services to Manufacturers (332812)

SIC

Coating, Engraving & Allied Services (3470), Unsupported Plastics Film & Sheet (3081)

akta.pro primary industry

Paint & Refinishing Services (Spray, Color-Match, Clearcoat) (TLAKAEAC)

akta.pro secondary industries

Industrial & Protective Coatings (IMAEAGAB), Industrial & Protective Film Extrusion (Masking, Surface Protection, Barrier Films) (IMANACAD)

Keywords

• Automotive detailing services
• Nano ceramic coating
• Paint protection film
• Vehicle surface protection
• Car care products

Headquarters

HQ city

Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Automotive Detailing Services: Core revenue from professional car and bike detailing services including Skin Restoration, paint correction, interior detailing (leather, fabric, trim), headlight restoration, chrome restoration, wheel restoration. These are one-time service fees.
2. Nano Ceramic & Graphene Coating Services: Premium coating services applied after detailing — including 9H DNA Absolute, 10H DNA Graphene (Armor Graphene), Armor Absolute, Armor Pro, Armor Reload, and surface-specific coatings (Headlight Armor, Windshield Armor, Wheel Armor, Tyre Armor, Trim Armor, Leather Armor, Fabric Armor). Priced per vehicle type (hatchback ₹12,000–₹30,000; sedan ₹15,000–₹50,000; SUV ₹30,000–₹70,000). Multi-year warranty packages (1, 3, 5, 6 years).
3. Paint Protection Film (PPF): Dragon PPF installation services — full-body and partial packages (bonnet, bumpers, ORVMs). PPF costs range from ₹20,000 to ₹160,000 for cars in India, with bike PPF at lower price points. Complemented by ceramic coating over PPF for enhanced slickness and finish. PPF backed by 5-year warranty.
4. Maintenance Services: Recurring maintenance services including Foam Wash, Ceramic Wash (recommended 2–3 times per month for coated vehicles), and Yearly Inspection packages. These services generate repeat revenue and help maintain the performance of ceramic coatings over their warranty period.
5. Franchise & Co-ownership Investment: New studio co-ownership program: investors pay ₹6 lakh per unit to become partners in a new Detailing Devils studio. Total studio setup cost is ₹60 lakh per location, shared 50:50 (company ₹30 lakh + participants ₹30 lakh from up to 5 co-owners). Company absorbs operating losses; participants earn profit share proportional to investment. Running stores cite average monthly profits of ₹1–1.5 lakh.
6. E-commerce Product Sales: Online sales of proprietary automotive detailing products through dedicated storefronts: Devils Clothing (merchandise), The Fumes (car care products), and Super Wipes (microfiber/cleaning wipes). Additional products include ceramic shampoos and maintenance solutions sold through shop.detailingdevils.com.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Detailing Devils provides premium automotive detailing, nano ceramic and graphene coatings, paint protection film (Dragon PPF), and surface restoration services through 140+ franchise studios across India. The company applies proprietary nano-technology coatings developed and tested in the US (9H DNA Absolute and 10H DNA Graphene / Armor Graphene) alongside its Dragon PPF multilayer TPU self-healing film. Services are delivered by trained technicians following codified SOPs with multi-year warranty packages (1–6 years) and recurring maintenance programs (Foam Wash, Ceramic Wash, Yearly Inspection).

Product overview

Detailing Devils is India\'s leading automotive detailing services brand offering a comprehensive portfolio of vehicle protection and restoration solutions. The company operates on a platform of three core service pillars: Detailing (restoration services like Skin Restoration Service, Headlight Restoration, Chrome Restoration, Wheel Restoration, and interior services), Protection (ceramic and graphene coatings including 9H DNA Absolute, 10H DNA Graphene Armor, Armor Absolute, Armor Pro, Armor Reload, and surface-specific protections like Headlight Armor, Windshield Armor, Wheel Armor, Tyre Armor, plus interior protections including Leather Armor, Fabric Armor, Trim Armor, and Absolute Cabin Care), and Maintenance (Foam Wash, Ceramic Wash, and Yearly Inspection services). The flagship product is Dragon PPF, the world\'s first multilayer TPU paint protection film with self-healing technology. The company also offers consumer products including The Fumes fragrance line, Super Wipes, and Devils Clothing merchandise. All services utilize nano-technology coatings developed and tested in the US, with the company operating 140+ studios across India since being brought from Singapore in 2016.

Differentiator

Problem solved

Functional benefit

Brands

• Dragon PPF: World's first paint protection film with multilayer TPU structure, self-healing properties, designed to protect car paint from scratches, chips, and environmental damage.
• The Fumes
• Devils Clothing
• Super Wipes
• Armor Graphene
• Armor Absolute

Products and services

• Car Detailing Services Comprehensive vehicle detailing services for car owners including exterior washing, decontamination, paint correction, interior vacuuming, sanitization, leather and fabric treatment, and engine bay cleaning to achieve a showroom-like finish.
• Nano Ceramic Coating (9H DNA Absolute) Liquid polymer coating that chemically bonds with factory paint to create a hydrophobic protective layer with 9H hardness, providing long-term shine, UV protection, and resistance to environmental contaminants. Priced per vehicle type (hatchback ₹12,000–₹30,000; sedan ₹15,000–₹50,000; SUV ₹30,000–₹70,000) with warranty packages from 1 to 6 years.
• 10H DNA Graphene Coating (Armor Graphene) Advanced graphene-based coating with 10H pencil hardness, offering superior heat dissipation, anti-static dust repelling properties, and resistance to hard water spotting compared to standard ceramic coatings. Durability 5–7 years. Priced ₹22,000–₹35,000.
• Dragon PPF (Paint Protection Film) World's first multilayer TPU (thermoplastic polyurethane) paint protection film with self-healing properties; protects vehicle paint from scratches, chips, UV rays, and environmental damage while maintaining clear visibility. Backed by 5-year warranty. Priced ₹20,000–₹160,000 for cars depending on coverage and film type.
• Skin Restoration Service (SRS) Surface restoration service that buffs the vehicle's paint to remove the old and dull layer, revealing a new and shiny layer underneath.
• Armor Absolute (Premium Exterior Protection) Top-of-the-line exterior protection service that restores vehicles to showroom condition by removing old dull layers and replacing them with a shiny new nano ceramic coating finish.
• Headlight Armor (Ceramic Coating for Headlights) Protective ceramic coating specifically designed for vehicle headlight lenses to maintain clarity and protect against yellowing and UV damage.
• Windshield Armor Protective ceramic coating for vehicle windshields providing water repellency, improved visibility, and protection against scratches.
• Wheel Armor Ceramic coating protection specifically formulated for vehicle wheels to protect against brake dust, grime, and environmental contamination.
• Tyre Armor Protective coating service for vehicle tyres to maintain appearance and protect against UV and environmental damage.
• Trim Armor (Interior Trim Protection) Interior trim protection service using ceramic coating technology to protect dashboard, door panels, and other trim surfaces.
• Leather Armor (Interior Leather Protection) Ceramic coating protection for leather seats and interiors, providing stain resistance and UV protection.
• Fabric Armor (Interior Fabric Protection) Protective ceramic coating for fabric interiors including seats and carpets, providing stain resistance and easier cleaning.
• Absolute Cabin Care Complete interior protection service using nano ceramic technology to protect all cabin surfaces including seats, dashboard, and trim.
• Headlight Restoration Restoration service for vehicle headlight lenses to remove oxidation, yellowing, and restore clarity and brightness.
• Chrome Restoration Restoration service for chrome exterior components to remove pitting, oxidation, and restore mirror-like finish.
• Wheel Restoration Restoration service for vehicle wheels including alloy cleaning, refurbishment, and protection.
• Interior Trim Restoration Interior trim restoration service to restore faded, cracked, or damaged plastic and vinyl surfaces.
• Interior Fabric Restoration Interior fabric restoration service for seats, carpets, and upholstery to remove stains and restore appearance.
• Interior Leather Restoration Interior leather restoration service to repair damaged, faded, or cracked leather seats and trim.
• Foam Wash Touchless car wash service using snow foam to safely lift and remove dirt without causing friction scratches.
• Ceramic Wash Premium wash service using a special ceramic shampoo (Nano Rinse solution) that adds an extra layer of ceramic protection while cleaning and providing an ultra-gloss finish. Recommended 2–3 times per month for coated vehicles.
• Yearly Inspection Annual inspection service for ceramic-coated vehicles including skin restoration, cleaning of complex parts, interior vacuuming, and thorough washing to maintain coating performance over the warranty period.
• The Fumes (Car Air Freshener/Fragrance) Automotive air freshener and fragrance product for vehicle interiors, sold through a dedicated e-commerce storefront.
• Super Wipes (Microfiber Cleaning Wipes) Premium detailing microfiber wipes for vehicle cleaning and surface maintenance, sold through a dedicated e-commerce storefront.
• Devils Clothing (Branded Apparel & Merchandise) Branded Detailing Devils apparel and merchandise sold through a dedicated e-commerce storefront.

Quantifiable outcome

• 140+ franchise studios operating across India and internationally
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Meguiar's: Established global car care products brand with ceramic coating and detailing lines. Competes with Detailing Devils at the premium consumer-products level rather than as a service franchise specialist.
• Gtechniq: UK-based manufacturer of ceramic coatings, PPF, and auto detailing products used by professional detailers. Comparable to Detailing Devils' proprietary 9H/10H ceramic and graphene coating technology.
• Autoglym: British auto detailing products brand offering polishes, waxes, and ceramic coatings. Broad incumbent in car care consumer and professional channels with overlapping product categories.
• Sonax: German premium auto care brand with a wide portfolio including ceramic coatings and detailing products. Established European incumbent with international presence comparable to Detailing Devils' geographic ambitions.
• 3M Auto Care: Global diversified manufacturer with a broad auto detailing and surface protection portfolio including films and coatings. Larger incumbent with overlapping capabilities but a much wider product scope.

Direct peers

• Ceramic Pro: Global nano-ceramic coating brand with a network of certified installers. Competes directly in the premium ceramic and PPF category Detailing Devils targets, with similar warranty-based service offerings.
• CarzSpa: Indian car detailing and ceramic coating franchise chain operating a multi-city studio network. Directly comparable franchise-led auto-detailing model targeting Indian car owners with similar PPF and coating services.
• XPEL: Leading global paint protection film manufacturer with installer networks. Dragon PPF competes directly with XPEL's PPF product lines in the protective film category.
• SunTek Films: Manufacturer of paint protection films and window tint with installer networks. Direct PPF product competitor to Dragon PPF in the auto protective film category.

Emerging players

• CarPro: Korean detailing products brand known for CQuartz ceramic coatings, sold through professional detailer networks. Emerging premium player with comparable nano-ceramic technology positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/detailingdevils
• YouTubeyoutube.com/channel/UCixCVs6Aucy83FJsbMysKYg
• Facebookfacebook.com/DetailingDevils
• Instagraminstagram.com/detailingdevils?igshid=YmMyMTA2M2Y=

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Detailing Devils