ACDelco, the global automotive aftermarket brand owned by General Motors, has officially re-entered the Indian market through a licensing and strategic partnership with Assurance Intl Limited. Under the agreement, Assurance Intl will act as the licensed manufacturer and distributor of ACDelco products in India. The relaunch was announced during a formal event held in New Delhi on March 9.
As part of the arrangement, Assurance Intl will manage the manufacturing, marketing, and nationwide distribution of selected ACDelco products. The initial portfolio includes automotive batteries and engine lubricants designed for passenger and commercial vehicles operating under Indian driving and climate conditions. The company stated that additional product categories may be introduced gradually as the partnership evolves.
Production will be carried out at Assurance Intl’s manufacturing facilities in Hisar, Haryana. The site houses a dedicated battery manufacturing plant that will produce automotive batteries under the ACDelco brand for the domestic market. Lubricants will be manufactured at a separate blending and packaging unit within the same facility, which is equipped to produce a range of engine oils and automotive fluids. According to the company, local manufacturing is intended to maintain competitive pricing while adhering to ACDelco’s global quality standards.
The products will be distributed through a multi-tier network that includes distributors, retailers, and automotive service workshops across key markets in India. The distribution model is designed to cover both major urban centres and smaller regional markets where demand for aftermarket automotive products has been expanding alongside rising vehicle ownership.
Rakesh Sharma, Managing Director of Assurance Intl Limited, said the collaboration combines the strengths of both companies. “This partnership brings together ACDelco’s global legacy in automotive aftermarket solutions and Assurance Intl’s manufacturing expertise, quality experience, and distribution capabilities within the Indian automotive sector,” he said during the launch event.
Mahesh Ravindran, Country Lead for Commercial Operations at Chevrolet Sales India, said the move aligns with General Motors’ broader aftermarket strategy. “The relaunch of ACDelco automotive batteries and lubricants in India through an official licensing arrangement supports our global aftermarket brand strategy,” he said, adding that Assurance Intl’s operational strength and understanding of local market dynamics provide a strong platform for the brand’s return to the Indian market.
Both companies indicated that the current rollout represents the initial phase of the collaboration. They plan to explore the introduction of additional product categories in the future, including eco-friendly lubricants and advanced battery technologies, in line with evolving vehicle technologies and increasing sustainability priorities within the automotive industry.
ACDelco has long been recognized as a major global aftermarket brand, offering a wide range of automotive components including parts, fluids, filters, and accessories across multiple markets worldwide. General Motors has often used licensing partnerships in different regions to expand the brand’s presence without establishing direct manufacturing operations in each market.
India represents a significant opportunity for such an approach, given its position as one of the world’s largest automotive markets by vehicle volume. The country’s growing vehicle population and expanding network of independent service workshops continue to drive demand for reliable aftermarket products.
Assurance Intl Limited operates in approximately 18 countries across South and Southeast Asia, the Pacific region, and the Indian subcontinent. Its portfolio includes lubricants, batteries, filters, accessories, and spare parts. The company’s regional presence and established distribution network were cited by both parties as key factors behind structuring the India relaunch through a licensing partnership.
