The Indian automotive aftermarket has undergone a quiet but significant transformation in the past decade. What was once dominated by Teflon coatings and basic wax polishes is today seeing strong demand for advanced chemical treatments such as ceramic and graphene coatings, paint protection films (PPF), and increasingly sophisticated detailing solutions. Few companies have had a ringside view of this evolution like 3M India, which has been synonymous with car care for more than two decades.
In an exclusive interaction with Autocar Professional, Amlendukumar Singh, Vice President, 3M India, said that the shift is driven by an increasingly informed and aspirational customer base. “People today research extensively before purchasing a car and accessories. They come prepared, knowing what they want even before stepping into a store. This helps us because our legacy, reach, and assurance resonate with such customers,” he adds.
3M India’s aftermarket business is structured around three verticals – vehicle care, which covers detailing and accessories; collision repair, spanning abrasives, fillers, tapes, and paint finishing solutions; and e-commerce / DIY, where consumer-grade products are offered directly to enthusiasts. Reflecting this evolution, the company has rebranded its outlets from 3M Car Care Stores to 3M Car Care Studios, underlining its premium positioning.
The 3M Car Care Studio network today stands at around 100 outlets across Tier 1 and Tier 2 cities such as Aurangabad, Nashik, Indore, Raipur, and Nagpur. Singh outlined that expansion is important, but equally critical is ensuring consistent service delivery. “Quality and service are our biggest differentiators. That is what builds customer assurance,” he points out.
Boom in Vehicle Detailing
Singh estimates the organised car detailing market in India to be worth over US$ 100 million, with 3M leading the charge. “3M is the market leader, even though there is no formal report tracking the space. Our widespread training, pan-India presence, and quality assurance sets us apart. Today for consumers, 3M has become a generic term for car care,” Singh says proudly.
According to Singh, while ceramic coatings remain a popular choice, consumer preference is gradually shifting toward graphene coatings, which promise longer durability and enhanced performance. Paint Protection Films or PPFs, though expensive, are also gaining traction. “Customers are becoming more aspirational and do not mind investing in full-body protection and customisation,” Singh explains.
Furthermore, for 3M India, product innovation continues to be a key focus and in this regard, the company has recently introduced its plastic restoration product, which revives faded trims that ceramic coatings cannot address. Entry-level UV protection treatments, headlight restoration kits, and DIY trim restorers are also being developed to broaden the offering.
Eyeing Speedy Collision Repair
Beyond car care, 3M India is equally strong in collision repair, wherein the company offers an exhaustive range of products, everything from fillers and abrasives to spray guns and sealants, though not paints. The emphasis is on quick turnaround solutions. “Our products enable same-day delivery, which is vital because customers today expect minimal downtime,” Singh says.
Much of this business flows through OEM-authorised dealerships, accounting for nearly 70% of revenue, though the open market garage segment is growing rapidly. Importantly, the increasing prevalence of safety technologies like ABS and ADAS has not significantly dented repair demand in India. Singh attributes this to chaotic traffic conditions, dense vehicle mix, and the long lifespan of cars on Indian roads.
3M India’s stronghold in the aftermarket is also tied to its deep partnerships with automakers. Singh reveals that collaboration with OEMs began more than two decades ago and has since matured into a structured engagement model. Today, 3M’s teams in India even handle preparation for high-decibel car launches, managing readying up to 400 vehicles at a time.
OEM inputs also shape product development. “Customer feedback from OEMs has led to innovations like plastic trim restoration and ceramic coatings,” Singh points out. More than half of 3M’s detailing revenues are estimated to come through OEM-linked dealership treatments.
Training – A Strong Pillar
A critical pillar of 3M’s strategy is its focus and investment in resource training. With nearly 15,000 trained personnel across India, the company arguably boasts the largest skilled detailing and restoration workforce in the industry. Training covers every aspect of application, from the 6-7 delicate steps in ceramic coating to dry sanding techniques in collision repair.
More than 1,000 training sessions are conducted each year, supplemented by skill contests and gap assessments. This capability is also what makes 3M a trusted partner for both OEMs and organised used-car retailers that rely on its solutions for paint and panel refinishing.
With digitalisation emerging as a strong frontier, particularly after Covid, 3M India has seen a sharp rise in e-commerce traction in the last five years. While India remains largely a ‘Do-It-For-Me’ market, Singh acknowledges that DIY demand is growing, especially among millennials. Online platforms now carry a wide range of 3M car care products, from polishes and waxes to restoration kits.
Local Manufacturing and Sustainability
To keep pace with demand, 3M leverages its plants in Ranjangaon and Ahmedabad, which manufacture key products such as polishes, waxes, and compounds. Some of these are also exported to Southeast Asia. At the same time, its R&D center in Bangalore drives India-focused innovation, supported by global synergies.
Sustainability is another strategic priority. The company is pushing solutions such as waterless wash, diesel fuel system cleaners that reduce emissions, and AC evaporator coil cleaning services that improve in-cabin air quality without dismantling the dashboard. “These align with customer demand as well as environmental needs,” Singh added.
With rising SUV sales, and heightened consumer awareness about hygiene and personalisation, 3M sees a bright future in India. According to Singh, social media is further likely to fuel aspirations and awareness about advanced detailing solutions. “Despite temporary slowdowns, the long-term trend is very positive. We are geared to grow strongly by introducing new solutions and expanding our reach,” he signed off.