An Exclusive Interview with Mr. Punit Gupta, Managing Director, Blaser Swisslube India
In the world of metalworking, coolants and lubricants are often seen as mere consumables — low on the priority list, yet essential. But Blaser Swisslube has turned this perception on its head. With an unwavering focus on innovation, sustainability, and customer-centricity, the company has emerged as a global leader in metalworking fluids. In this insightful and technical conversation during our visit to IMTEX 2025, Mr. Punit Gupta, Managing Director of Blaser Swisslube India, shares insights into the company’s legacy, its bold vision, and how it is helping gear manufacturers boost productivity and sustainability.
A: Blaser Swisslube is a very special company, and I feel proud to be part of it. It’s a family-owned business that has been around for nearly 90 years — to be precise, 88 years. The company was founded in 1936 by Willy Blaser, a visionary entrepreneur with a deep passion for creating value through innovative products.
A: The story is quite unique and inspiring. When Willy Blaser started the company in 1936, he noticed that farmers’ leather boots were not protecting their feet effectively. He developed a water-resistant shoe cream and introduced it directly to farmers — polishing their boots himself and leaving behind a small sample. He would return in two weeks to see if it worked for them. If it did, they could purchase it. If not, he was happy just to have served them. This philosophy of ‘serving before deserving,’ adding value, and caring for people and the environment remains the foundation of our company even today.
A: While we no longer manufacture shoe cream, that same spirit of innovation and service continues to drive us. Over time, we transitioned into the field of metalworking fluids, which is far more complex and impactful for industrial productivity. Today, we offer high-performance cutting fluids and lubricants that enhance machining output, improve tool life, and contribute to safer and cleaner work environments.
A: Our CEO, Marc Blaser, always says that we must be superspecialists in our area with a laser-focused approach. Coolants are often seen as a Z-category item on the shop floor, but our goal is to elevate them into strategic tools that enhance productivity. This bold approach is why our tagline is: “We Help You Win – Now & in the Future.”
A: Certainly. In gear manufacturing processes such as hobbing, shaping, and grinding, we conduct extensive tests with our customers. We’ve documented significant improvements in productivity, tool life, and workplace cleanliness. Gear cutting often generates smoke and mist — but our advanced cutting oils significantly reduce this, creating a cleaner, safer, and more efficient machining environment.
A: The biggest challenge is changing customer perception. Many still view coolants as a ‘necessary evil.’ We want to transform that thinking by educating the market on how these fluids can drive productivity, sustainability, and operator well-being. Our goal is to empower customers and operators with better working conditions and better results.
A: The answer lies in the chemistry and formulation of our products. Our R&D teams invest heavily in developing lubricants that meet both performance and environmental standards. We design products that last longer, perform better, and reduce waste — all while ensuring safety and sustainability.
A: No, our research and development is headquartered in Switzerland, where we have the largest R&D capabilities in our field. The innovations developed there are then implemented worldwide, including in India.
A: Our vision is simple: as machining becomes more complex, our customers need trusted partners who can grow with them. We aim to be that partner — always reliable, always innovative. We remain committed to our core philosophy: “We Help You Win – Now & in the Future.”
Blaser Swisslube’s journey — from a humble shoe cream to cutting-edge metalworking fluids — is a story of continuous innovation, unwavering values, and a deep commitment to customers. As the manufacturing world moves toward greater complexity and sustainability, Blaser continues to lead the way by turning the overlooked into the essential.
