Brands
Detailing Mafia showcases car care tech at Automechanika
Brand unveils UltrashieldX film and outlines global franchise push
NEW DELHI:Â The Detailing Mafia rolled into Automechanika New Delhi 2026 with polish, protection and a clear plan for growth, using the industry showcase to highlight its system-driven detailing model and next-generation car care technology.
The fast-growing detailing franchise network is exhibiting at Booth E50 in Hall 02 at the Yashobhoomi Convention Centre, where the three-day event is being held from 5 to 7 February. Visitors to the stand can watch live demonstrations, take part in technical walkthroughs and explore franchise opportunities through one-on-one discussions.
At the centre of the display is UltrashieldX Paint Protection Film, the company’s in-house surface protection solution that comes with a 10-year warranty. The product is used exclusively across The Detailing Mafia’s studios, with the brand retaining control over installation methods, application processes and service standards.
The Detailing Mafia CEO Kunal Sethi, said the detailing industry is entering a decisive phase where customers demand durable, high-quality solutions that meet global benchmarks. He added that the company aims to open 200 new studios by 2027 across India and select international markets as part of its expansion strategy.
The Detailing Mafia currently operates more than 220 studios worldwide, built around standardised operating procedures, training programmes, audits and certifications. Franchise partners also receive marketing support designed to drive steady growth and brand visibility.
Innovation remains central to the company’s pitch. Its latest UltrashieldX range has been developed in collaboration with Lubrizol, a global manufacturer of TPU materials used in protective films.
Automechanika New Delhi offers the brand a chance to connect with industry professionals, explore partnerships and promote its international detailing certification programme. Entrepreneurs who book franchises during the event are also being offered special limited-time deals.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
