WORLD-RENOWNED SHELL BRAND OFFICIALLY LAUNCHED IN MONGOLIA

By O. Dulguun

On the evening of October 17, 2025, Eurasian Lube Systems LLC hosted a customer appreciation event in the Ballroom of the Shangri-La Hotel, marking the official launch of the globally recognized Shell brand in Mongolia. The event was attended by more than 100 representatives from Mongolia’s mining and industrial sectors, along with guests from Central Asian countries.

The evening highlighted Shell’s commitment to innovation, quality, and reliability, and aimed to strengthen trust and cooperation among professionals in the field.

The Origin and Development of the Shell Brand

In 1833, London merchant Marcus Samuel began importing sea shells and small artistic crafts under the name M. Samuel & Co.. His son later expanded the business, and in the 1890s entered the emerging oil transport market, renaming the company Shell Transport and Trading Company. At the time, its main global competitor was the Royal Dutch Petroleum Company of the Netherlands.

Focusing on maritime oil transport, Shell operated some of the world’s first oil tankers. In 1907, the two companies merged to form the Royal Dutch Shell Group, laying the foundation for the modern Shell Corporation.

For the past 118 years, Shell has upheld a legacy of quality and innovation, expanding operations to over 70 countries. With the slogan “You could be sure of Shell” the brand earned global trust, and today continues its mission under the banner “Powering Progress Together.”

Official Distributor in Mongolia – Eurasian Lube Systems LLC

Eurasian Lube Systems LLC serves as Shell’s official macro distributor of lubricants and oil products across the Central Asian region, including Mongolia, Kazakhstan, Kyrgyzstan, and Uzbekistan. The company currently employs over 150 staff and provides an integrated service system including warehousing, offices, maintenance, and technical consulting.

Shell lubricants are manufactured in 44 plants worldwide and distributed to over 2,500 customers. Beyond lubricant supply, Shell also provides maintenance, technical advice, and equipment life-extension solutions, setting it apart from competitors.

Although lubricants account for a relatively small portion of company expenses, they directly influence machinery durability, engine lifespan, and productivity, making them a critical factor in operational efficiency.

Prof. D. Tsogbadrakh, Honored Miner of Mongolia, stated during the event:

“We are very pleased to see the world-renowned Shell brand officially begin operations in Mongolia. Shell, a major corporation with over 80,000 employees operating in more than 70 countries, will bring significant advancements to our mining and transportation sectors. Since Mongolia is not a manufacturing country, using Shell’s lubricants presents a valuable opportunity to extend the lifespan and reliability of our equipment.”

The highlight of the evening was an art performance and dance piece that creatively expressed Shell’s core values and philosophy of innovation. The performance artistically reflected the company’s longstanding heritage and continuous renewal, leaving a lasting impression on the audience.

Interview with Aydin Makash, Deputy Director of Eurasian Machinery LLC

1. What is the key strategy for success in developing markets such as Mongolia?
Regardless of the market—be it in Asia, Uzbekistan, Kyrgyzstan, or Kazakhstan—success has always been on our side because our primary goal is to offer reliable solutions to our customers. We focus not only on selling products but on solving customer problems. Providing solutions, not just sales, is the core principle of our success.

2. How do you foresee changes in the lubricant market in Mongolia and Central Asia in the coming years?
Mongolia is a developing economy, and with its rapidly growing mining sector, we see significant potential for increasing demand in lubricants. We are confident that we will continue to operate successfully in this market.

3. What technological innovations is Shell focusing on for mining and heavy machinery?
Every Shell lubricant product is backed by over a century of innovation, research, and quality assurance. Manufactured in 44 global plants, these products represent Shell’s commitment to performance and reliability.

4. When did Eurasian Lube Systems officially begin operations in Mongolia?
We began distributing our products in Mongolia five years ago, and this year we have officially established our head office in Ulaanbaatar.

5. How has Mongolian consumer confidence in the Shell brand evolved in recent years?
We have observed that Mongolian companies are now well-informed about the Shell brand. Although Shell is already well-recognized, we believe it remains essential to further promote awareness of our technological advantages and product quality in the local market.