88 years of Caltex: A History of Ingenuity

With 88 years of rich history and brand heritage, Caltex has stood the test of time. Its ingenuity, branding strategies, and expansion approach have helped it maintain its relevance and premium reputation worldwide. Born out of a joint venture between two American companies in 1936, Caltex is now a leading engine oil brand with operations in 29 countries.  

Initially established as a joint venture between California's Standard Oil Co. (later Chevron) and The Texas Co. (Texaco), Caltex was known as the California Texas Oil Corporation. In 1968, it rebranded to Caltex Petroleum Corporation, and three decades later, it dropped 'Petroleum' from its name to reflect its diverse product range. In 2001, Caltex Corp. became a wholly-owned subsidiary of Chevron-Texaco Corporation (now Chevron), following the merger of its parent companies. 

Along with the brand, its logo has also evolved over time, signifying the renewal of brand identity at various junctures in its journey. The present-day 'Delta Star' logo was introduced in 1996, reimagining the brand's new corporate and retail identity. The Delta Star features a distinctive five-point star with a dynamic delta at its centre and a new red, white, and blue combination. Apart from maximising the logo's visual impact, the Delta Star conveys a sense of movement, continual change, dynamism of the brand. 

Caltex's India story is quite interesting, too. It is about homecoming and redefining the premium lubricant market. In the 1970s, the brand witnessed continued growth in the Indian terrain before the emergence of state-owned Hindustan Petroleum Corporation Limited, or HPCL, which led to the nationalisation of leading oil giants, including Caltex. The Government of India acquired Caltex Oil Refining (India) Ltd., or CORIL, in 1976 and merged it with HPCL the following year.  

In August 2023, Caltex renewed its association with HPCL to launch its lubricant brands, Havoline and Delo, in India. Under the union of the two forces, HPCL has been granted the exclusive rights to manufacture and market Caltex's premium and proprietary lubricants in the country, which provide solutions for both commercial and personal vehicles. 

Caltex's products are engineered to deliver optimal performance and engine durability, and the brand places its customers at the centre of its initiatives and strategies.