Motul India has introduced the French premium motorcycle lubricant brand Ipone to the Indian market, targeting a new generation of riders seeking a combination of performance, style, and riding culture.
More than just a lubricant range, Ipone is positioned as a premium lifestyle-oriented motorcycle oil brand inspired by Japanese culture and designed exclusively for motorcycles. The launch reflects the growing demand among young Indian riders for products that blend advanced technology with a strong visual and cultural identity.
Backed by Motul’s global expertise in performance lubricants, the new range adopts a unique belt-based architecture inspired by the judo belt progression system. Each tier is tailored to different riding styles and performance needs, ranging from daily commuting to competitive racing.
Speaking at the launch, Nagendra Pai said Motul continues to build its leadership on advanced lubricant technology, with premium and synthetic oils contributing significantly to its business.
He highlighted the increasing interest among younger riders in adventure touring, off-roading, and performance-focused motorcycling experiences. According to Pai, the launch of Ipone aligns with Motul’s commitment to meaningful premiumization and delivering world-class lubrication technology to enthusiasts across India through a strengthened offline and online distribution network.
Four-Tier Product Structure for Different Riding Styles
The Ipone range is divided into four distinct categories, each representing a different level of riding intensity and engine performance requirements.
Black Belt – Racing Range
Headlined by the flagship Shogun oil, this fully performance-oriented range draws inspiration from Japanese racing culture and is designed to offer maximum engine protection during aggressive and high-speed riding. The Shogun range is also associated with the Red Bull MotoGP Rookies Cup.
Blue Belt – Sport Range
This category includes fully synthetic oils engineered for enhanced engine output and high-performance riding across both on-road and off-road conditions.
Green Belt – Advanced Range
Semi-synthetic formulations developed for versatile daily riding, delivering balanced performance, reliability, and value for regular users.
Yellow Belt – Standard Range
Entry-level oils focused on affordability, efficiency, and dependable engine protection for everyday riders.
Commenting on the launch, Milind Acharya said today’s young riders increasingly prefer brands that reflect both their riding aspirations and personal identity.
He noted that Ipone combines advanced PAO and Ester-based lubrication technology with a bold Japanese-inspired visual identity and a rider-centric approach. Acharya also emphasized that the belt-based classification system simplifies lubricant selection for riders across multiple motorcycle categories and usage patterns.
Initially, Ipone will be launched across six core and fourteen key markets in India, supported by digital-first marketing campaigns aimed at engaging younger motorcycle enthusiasts.
