Azerbaijani lubricant company Technol started production using the latest technology equipment and the best additives in its new plant opened in January. Parviz Azimov, Marketing and PR Manager of Technol which is determined to enter the Turkish market soon, answered our questions about the first modern lubricant plant in the Caucasus.

Let’s begin with Technol’s history in the lubricants industry. When did it start?
The idea of establishing the Technol lubricants plant was coined in 2015. We started working as soon as the market survey and official procedures were completed. First, the area of establishment was determined, and then construction site was prepared and construction started. In early 2016, market surveys were deepened; the goods to be marketed and the products to be exported were clearly identified. On January 27, 2017 we opened the facility.

Can you give information about the lubricants industry in Azerbaijan and Technol’s market share?

We have dominated 10 percent of the Azerbaijani market within just two months although we are a new company in the lubricants sector. Our target is to reach 50 percent by the end of the year. Currently, both sales and marketing departments are working on it. We are confident in realizing this goal within the shortest time. Our lubricant plant has the capacity to meet 100 percent of the demand in the country, which is a great advantage for us.

What else can you tell us about the new facility? How will this facility contribute to Technol and lubricant production in the region?

Technol is the first lubricant plant in Azerbaijan and the Caucasus. There has been lubricant production on a small-scale but none of them could hold a place in the market as a brand. Technol is the first modern plant in this sector across the region. We produce lubricants that meet the demands of the domestic market, and offer more affordable prices to consumers than imported products, I think this is our biggest contribution to the country. We know for sure that Technol’s entry into the market will also lower the prices in the domestic market that is affected by the dollar and euro.

What will be the technological infrastructure of the plant and the innovations it will bring to the sector?
The next generation laboratory designed by Japanese technology is a first in the domestic market. This laboratory makes great contribution to the production of lubricants according to consumer demands and at the same time gives the opportunity to analyze and solve all the complaints and requests of consumers in a short time. The plant uses machines manufactured in Germany, the United Kingdom and Turkey. This is a great advantage to produce lubricants that meet world standards. At the same time, we obtain the necessary additives for production from leading chemical companies such as Infineum, Lubrizol, Chevron and Adco which have many years of experience in the lubricants industry. The lubricants we produce with these additives are high quality and reliable.

Which lubricants do you produce in the plant?  

Technol has two different product categories: industrial lubricants and automobile lubricants. The total number of products is over 60, and it is increasing day by day. Industrial lubricants include lubricants used in heavy and light industrial machinery, marine lubricants, hydraulic lubricants, compressor lubricants, lubricants for forming machines and other lubricants of this type. Automobile lubricants include lubricants for passenger cars, heavy and light commercial vehicles, ATFs, motorcycles and scooters.

Can you share your current import and export volume?
At present, we import raw materials and additives. We manufacture the packaging for the product, and buy the labels from national manufacturers. We are planning to export products to many countries, especially to our brotherly country Turkey in late spring or early summer. By the end of 2017, we intend to put our products on the markets in many countries, particularly Turkey and former Soviet Union countries.
How do you evaluate the Turkish lubricants market? As an Azerbaijani company, is Turkish market an opportunity for you? 

Turkey is one of the target markets for us. We will participate in Automechanika Istanbul on April 6-9 in Turkey and this exhibition will be our first step to enter the Turkish market. We have already initiated market surveys and branding-related operations for the Turkish market