Engen appoints Galana as exclusive Madagascar lubricants distributor

Strong brand leverages local knowledge and reach to contest competitive market

Thursday, 08 July 2010

Engen, the African energy company, has extended its Indian Ocean (IO) coverage with the appointment of leading regional oil company Galana as its lubricants distributor in Madagascar.

With marketing operations in 18 African countries, Engen further exports its products to over 30 African and IO countries, and continues to seize acquisitive, organic and partner growth opportunities in the regions.

Exclusive partnership

Engen International Business Division (IBD) GM Wayne Hartmaan, says the partnership is exclusive and constitutes a good platform on which to establish Engen's brand relatively quickly in the Indian Ocean.

"Engen aims to leverage this partnership to become one of the leading lubricants suppliers in the competitive Malagasy market."

Strong brands

Engen brings a strong South African brand to the table, encompassing a full range of lubricants of guaranteed quality carrying various approvals from original equipment manufacturers (OEMs), Hartmann says.

Owned 80% by PETRONAS, the Malaysian national oil and gas company, Engen also distributes PETRONAS Lubricants International products – and ExxonMobil, under historic arrangement.

Local leadership

Galana, in turn, has extensive local market knowledge, an extensive retail network, industrial and port installations, and a modernised distribution network, giving it 25% of the retail fuel market in the country.

Looking to consolidate its position as the leading oil company in the Indian Ocean, Galana is currently undergoing an extensive capital investment programme, including a new petroleum jetty and ongoing retail network modernisation and construction, reports the company.

"We are very excited about our new venture and look forward to working closely with Engen to further grow our existing lubricants market share in the Malagasy market" says Philippe Guldemont, general manager of Galana, Madagascar.

Full support

Engen will provide full technical support and sales training to Galana retail and reseller sales staff and avail Galana of its full range of industrial and automotive lubricants.

The June launch, held at the Carlton hotel in Antananarivo, was attended by Madagascar's Ministers of Transport and Higher Education as well as over 300 customers and retailers. For further information on the companies, visit www.engenoil.com and www.galana.com