This case explores Daewoo's re-entry into the Indian lubricant market through a strategic licensing partnership with Mangali Industries Ltd. (MIL). With a mature, consolidated market dominated by established players, Daewoo adopted a capital-light, speed-to-market approach that leveraged MIL's operational strengths and local reach. The company aims to carve a niche through premium-quality Korean technology, performance-oriented products, and competitive pricing. This mid-premium positioning helps Daewoo avoid price wars while appealing to aspirational yet value-conscious consumers. By focusing on local manufacturing, customized product lines, mechanic engagement programs, and a growing distribution network, Daewoo seeks long-term sustainable growth in one of the world’s most dynamic automotive lubricant markets.

Learning Objectives:

• Understand the dynamics of mature and consolidated market.
• Analyze the strategic fit of licensing as a mode of market entry.
• Evaluate how global brands can localize offerings in diverse and competitive markets.
• Examine the operational implications of market entry through local partnerships.