In an exclusive interaction with Wire & Cable India, Mr. Amit Gupte, Managing Director, Metalube India, shares that India represents one of the most buoyant and strategically important wire and cable markets globally. Valued at USD 9.32 billion in 2024 and is projected to reach USD 17.08 billion by 2032, producers are increasingly investing in high-end wire drawing machinery from globally renowned OEMs. This is driving the demand for premium lubricant solutions. Metalube India is meeting these demands with its Lubricool™ and Alumol™ ranges, to ensure optimal equipment performance, wire quality, and process efficiency.
Wire & Cable India: Please briefly outline your company’s cable and wire industry product focus, including key technologies, product types, and principal end-use sectors.
Amit Gupte: Metalube’s core focus within the cable and wire industry is the development of next-generation wire drawing lubricants for non-ferrous applications. Leveraging advanced semi-synthetic and fully synthetic lubricant technologies, our Lubricool™ 900 series represents our most technically advanced and sustainable wire drawing lubricant range to date. Our principal end-use sectors include copper, aluminium, and tin-plated wire manufacturers, where high-speed drawing performance, surface quality, and process stability are critical.
WCI: Within your core product segments, how would you characterise current demand conditions and order visibility?
AG: Demand within our core product segments is currently at an all-time high. Wire drawing manufacturers are producing higher volumes at faster line speeds than ever before, making high-performance lubricants essential to maintaining productivity and quality. As a result, our copper and aluminium wire drawing lubricants have become keystone products in a rapidly expanding industry. To support this growth, we ensure global product availability through our regional hubs in India, Dubai, China, the UK, and Brazil, providing strong order visibility and supply reliability.
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WCI: Within your manufacturing offerings, how do you currently assess investment sentiment among wire and cable producers, particularly in emerging markets such as India?
AG: Investment sentiment among wire and cable producers, particularly in India, is extremely strong. The Indian wire and cable market was valued at USD 9.32 billion in 2024 and is projected to reach USD 17.08 billion by 2032, reflecting substantial capital investment and demand across the sector.
Producers are increasingly investing in high-end wire drawing machinery from globally renowned OEMs such as Niehoff and SAMP. This trend for the best-in-class machinery is driving demand for premium lubricant solutions, including our Lubricool™ and Alumol™ ranges, to ensure optimal equipment performance, wire quality, and process efficiency.
WCI: Which customer or application requirements are currently exerting the greatest pressure to improve productivity and quality within your product range?
AG: The greatest pressure comes from the extreme operational demands placed on modern wire drawing machines: higher speeds, increased drawing counts, and tighter tolerances than the industry has ever experienced. At the same time, customers expect lubricants to deliver longer service life, reduced consumption, and alignment with broader sustainability and environmental objectives. These combined requirements have driven the development of our next-generation lubricant technology, culminating in our Lubricool™ 900 series.
The widespread adoption of industry-leading wire drawing equipment from OEMs further reinforces the need for next-generation wire drawing lubricants.
WCI: Which manufacturing disciplines, automation measures, or quality-assurance practices have delivered the most tangible improvements in yield or rework reduction?
AG: The most tangible improvements have come from the close collaboration between our expert technical service team and our customers. Rigorous on-site trials, structured evaluations, and continuous performance monitoring ensure optimal outcomes before full-scale implementation. In addition, our world-class fluid management process has been fundamental in improving lubricant stability, consistency, and operational reliability, significantly reducing rework and enhancing yield across wire drawing operations.
WCI: How are sustainability and decarbonisation goals translating into practical changes at your company?
AG: Sustainability is embedded at the core of Metalube’s product development strategy. Our objective is to deliver lubricants that last longer, perform at higher levels, and reduce environmental impact.
A key example is Lubricool™ 960, a fully synthetic, mineral-oil-free wire drawing lubricant. This formulation delivers enhanced drawing efficiency while simplifying disposal and supporting customers’ environmental and decarbonisation goals. Plus, in 2026, we’ve taken third-party support and completed an exercise to clearly define and understand our ESG, scope 1, 2 and 3 targets and goals, which is available in our very first sustainability report.
WCI: How are cost pressures across raw materials, energy, or logistics being managed without compromising product reliability or compliance?
AG: Our R&D team continually innovates to address cost pressures related to raw materials, energy, and logistics. By focusing on higher-performance, longer-lasting formulations, we help customers reduce overall lubricant consumption and energy usage per tonne of wire produced. In parallel, our experienced technical service team supports customers with best-practice guidance, ensuring efficient product use without compromising reliability, compliance, or performance.
WCI: How has the wire and cable industry benefited, in practical terms, from automation or real-time digital control?
AG: Automation and digital control have improved process consistency and traceability across wire drawing operations. At Metalube, we support this transition by providing on-site technical training, advising customers on data collection, performance monitoring, and routine checks to optimize lubricant usage and machine performance.
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WCI: Looking ahead three to five years, which wire and cable segments or applications are most likely to drive the next investment cycle?
AG: Over the next three to five years, we expect continued investment across copper and aluminium wire, as well as submarine and underground cable applications. These segments demand higher technical performance and reliability, and Metalube is actively developing new lubricant technologies to support these evolving requirements.
WCI: How do you see India as a market?
AG: India represents one of the most buoyant and strategically important wire and cable markets globally. With significant investment underway and strong growth projections, it is a market that cannot be ignored.
The widespread adoption of industry-leading wire drawing equipment from OEMs such as Niehoff and SAMP further reinforces the need for next-generation wire drawing lubricants, positioning India as a key growth market for Metalube.
