Assurance Intl Limited

What Assurance Intl Limited does

Assurance Intl Limited is the automotive products division of Satya Group, an Indian diversified conglomerate founded in 1974. Incorporated in 2017 and headquartered in Gurugram with a manufacturing facility in Hisar, Haryana, the company manufactures and distributes lubricants, batteries, filters, accessories, and spare parts under licenses from globally recognized brands — Goodyear (lubricants, filters, batteries since 2020), STP (lubricants and filters since July 2023), Duracell (autocare products), and ACDelco (automotive parts). Revenue is generated through a combination of licensing royalties and product distribution, with an authorized-distributor and channel-partner network spanning 40+ countries across South Asia, Southeast Asia, the Middle East, Africa, and Oceania.

The company's underlying technology and operations center on a state-of-the-art manufacturing facility with integrated machinery, testing, and calibration infrastructure, supplemented by engineering collaboration with customers. Beyond branded distribution, Assurance operates an OEM-embedded manufacturing business producing transmission systems for Carraro, a major agricultural and construction equipment manufacturer, providing a non-licensed precision-engineering revenue stream. The portfolio holds ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certifications, and Goodyear Lubricants have received American Petroleum Institute (API) approval, credentials that gate institutional and fleet procurement.

Commercially, Assurance runs a hybrid go-to-market combining multi-tier distributor channels for the aftermarket business, area sales managers covering Pan India fleet accounts, and dedicated brand storefronts (goodyearautoparts.in, stpautoparts.in, duracellautocare.com, acdelcoparts.in). The company employed 74 people as of the latest disclosed headcount, and reports portfolio-scale figures of ₹1,800+ crores (Lubricants, Filters & Batteries) and ₹400+ crores (Sales & Marketing-managed book), though these may include channel sell-through and are not formally audited. Leadership is founder-controlled under Shree Suresh Sharma (Founder Chairman) and Rakesh Sharma (President), with CEO Mukesh Sharma and a senior commercial team drawn largely from Gulf Oil and adjacent automotive majors.

Name

Assurance Intl Limited

Legal name

Assurance Intl Limited

Website

https://assuranceintl.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Assurance Intl Limited manufactures and distributes automotive lubricants, batteries, filters, and spare parts under licenses from Goodyear, STP, Duracell, and ACDelco across 40+ countries, and produces transmission systems for agricultural and construction equipment OEMs like Carraro.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts Manufacturing

NAICS

Motor Vehicle Parts Manufacturing (3363), Chemical and Allied Products Merchant Wholesalers (4246), Other Engine Equipment Manufacturing (333618), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Chemicals & Allied Products (5160), Miscellaneous Chemical Products (2890), General Industrial Machinery & Equipment, Nec (3569)

akta.pro primary industry

Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK)

akta.pro secondary industries

Automotive Aftermarket Parts Distribution (Light-Duty) (TLAKAOAA), Aftermarket Drivetrain & Powertrain Components Manufacturing (Clutches/CV Axles/Alternators/Starters) (IMACANAD), Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI)

Keywords

• Automotive aftermarket parts
• Licensed brand lubricants
• Automotive filters batteries
• OEM transmission manufacturing
• Automotive spare parts distribution

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Licensing Royalties: Assurance serves as official licensing partner for Goodyear Tire & Rubber Company for lubricants, filters, and batteries in specified territories, generating revenue through brand licensing arrangements.
2. Automotive Products Sales: Manufacturing and distribution of lubricants, batteries, filters, accessories and spare parts under licensed brands (Goodyear, STP, Duracell, ACDelco) through distributor networks.
3. OEM Manufacturing: Manufacturing transmission systems and components for agricultural and construction equipment manufacturers including Carraro.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Assurance Intl Limited manufactures and distributes automotive aftermarket products — engine oils, lubricants, air and oil filters, automotive batteries, accessories, and spare parts — under licensing arrangements with globally recognized brands Goodyear, STP, Duracell, and ACDelco, across 40+ countries in South Asia, Southeast Asia, the Middle East, Africa, and Oceania. The company also manufactures transmission systems and components for agricultural and construction equipment OEMs such as Carraro, operating from a state-of-the-art manufacturing facility in Hisar, Haryana.

Product overview

Assurance Intl Limited is a manufacturing/marketing company for automotive products including lubricants, batteries, filters, accessories, and spare parts. The company operates through licensed collaborations with international brands—Goodyear (lubricants, filters, batteries), STP (oil additives, fuel additives, brake and power steering fluids), Duracell (autocare products), and ACDelco (automotive parts)—to produce, distribute, and promote these products across multiple countries in Asia, Middle East, and Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Goodyear Lubricants BS-6 compliant engine oils and lubricants manufactured in Haryana, India, under license from The Goodyear Tire & Rubber Company, USA, and distributed across Asia, the Middle East, Africa, and Oceania.
• Goodyear Filters Automotive air filters and various filter products for vehicles, manufactured and distributed under license from the Goodyear brand.
• Goodyear Batteries Car batteries and automotive batteries distributed under the Goodyear brand.
• STP Autoparts (Lubricants, Oil & Fuel Additives, Brake & Power Steering Fluids) Oil additives, fuel additives, brake and power steering fluids, and related automotive care products offered under the STP brand (a name trusted in automotive care for over 70 years), in collaboration with Energizer Auto Inc.
• Duracell Autocare Automotive care products marketed under the Duracell brand license, bringing internationally recognized Duracell branding to automotive aftermarket applications in various parts of the world.
• ACDelco Parts Automotive parts marketed under the ACDelco brand, expanding Assurance Intl's portfolio of licensed-brand automotive aftermarket products.
• OEM Transmission Systems (Agricultural & Off-Highway) Transmission systems and components manufactured for tractors and off-highway vehicles as an OEM manufacturing partner to companies including Carraro, supporting agricultural and construction equipment manufacturers.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and flagship.

• Energizer Auto Inc. (STP)coreOEM/ Whitelabel/ Licensing Partner · 20 July 2023Assurance collaborated with Energizer Auto Inc. for STP Lubricants and Filters. STP is a trusted name in automotive care for over 70 years, known for oil additives, fuel additives, and brake and power steering fluids.
• Goodyear Tire & Rubber CompanyflagshipOEM/ Whitelabel/ Licensing Partner · 28 October 2020Assurance Intl Limited became the official licensing partner for The Goodyear Tire & Rubber Company, USA in 2020. The partnership covers manufacturing, distribution, and marketing of Goodyear Lubricants, Filters, and Batteries across specified territories. On October 28, 2020, Goodyear Lubricants were officially launched for various countries, and on August 10, 2023, Goodyear Filters and Batteries were launched in India.
• CarrarocoreStrategic or Co-development PartnerAssurance manufactures transmission systems for tractors and off-highway vehicles for Carraro. Carraro is described as key partners for major manufacturers of agricultural and construction equipment, with technology, innovation and people as pillars.
• DuracellcoreOEM/ Whitelabel/ Licensing PartnerBrand collaboration for Duracell Autocare products, bringing quality automotive care products to various parts of the world.
• ACDelcocoreOEM/ Whitelabel/ Licensing PartnerBrand collaboration for ACDelco Parts, expanding the portfolio of automotive aftermarket products.

Scale indicators4 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Uno Minda: Leading Indian auto component manufacturer with a diversified aftermarket presence spanning lighting, filters, and electricals. Directly comparable as an Indian-listed multi-category auto components manufacturer-distributor serving both OEM and aftermarket channels.
• Exide Industries: India's largest lead-acid automotive battery manufacturer, distributing batteries through pan-India aftermarket networks. Directly comparable for Assurance's Goodyear Batteries product line and overall automotive aftermarket go-to-market.
• Castrol India: Leading automotive and industrial lubricants player in India with strong distributor and OEM relationships. Directly competes with Assurance in engine oils and lubricants across the same channel and customer base.
• Gulf Oil Lubricants India: Indian-listed lubricants manufacturer and marketer with a multi-country distributor network. Directly comparable as a lubricants-focused automotive aftermarket competitor; multiple Assurance senior leaders previously held senior roles at Gulf Oil.
• Shell Lubricants India: Global lubricants major with India presence selling through B2B distributors and retail. Directly comparable as a multi-brand lubricants competitor targeting fleet and aftermarket customers alongside Assurance.
• Amara Raja Energy & Mobility (Amaron): Major Indian automotive battery manufacturer with strong aftermarket brand (Amaron). Directly competes with Assurance in automotive batteries distribution, including with global brand licensing (which Amara Raja also historically pursued).

Broad incumbents

• Endurance Technologies: Indian auto components major with strong aftermarket presence across aluminium die-casting, suspensions and transmission parts. Comparable as a listed Indian automotive components manufacturer serving both OEM and aftermarket with diversified product categories.
• Bosch India: Indian arm of Bosch, supplying automotive aftermarket parts (filters, batteries, electricals) alongside a broader industrial portfolio. Comparable as a large incumbent automotive aftermarket player spanning many of the same product categories as Assurance.

Others

• Sundaram Fasteners: Indian automotive fasteners and components manufacturer with exposure to OEM and aftermarket. Adjacent peer as another diversified Indian automotive component manufacturer, though focused on a different product category than Assurance.

Emerging players

• Motul India: Global lubricants brand with growing India aftermarket presence focused on premium and synthetic engine oils. Comparable as an internationally-branded lubricants entrant competing in the same premium aftermarket segment as Assurance's Goodyear portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/assuranceintlofficial
• LinkedInlinkedin.com/company/assuranceintllimited
• Instagraminstagram.com/assuranceintl_official

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Assurance Intl Limited