How a small-town car enthusiast built a premium detailing brand in the heart of Uttar Pradesh.

🏁 Introduction

In a city better known for locks and hardware than luxury cars, Aligarh has seen a quiet revolution. From dusty roads and jugaad car washes to gleaming ceramic-coated SUVs and graphene-coated sedans, detailing has taken root.

This is the story of how a young entrepreneur transformed a 500 sq. ft. workshop into a state-of-the-art detailing studio, setting benchmarks not just for Tier-2 cities—but for India’s fast-growing auto-care ecosystem.

🚗 The Beginning – Where Passion Met Jugaad

The Problem:

Until 2020, most car owners in Aligarh relied on:

• Basic pressure washes at fuel stations
• Local garages with no foam or microfiber
• Polish jobs done under trees

Ceramic coating was unheard of. Detailing? A luxury known only to metro cities.

The Spark:

Enter Ayaan Malik, a self-taught auto enthusiast with a background in mechanical engineering. After watching detailing content on YouTube and taking a short online course, he realized there was a huge gap in quality car care services in his hometown.

🛠️ The Setup – From Tin Shed to Premium Studio

Location:

Ayaan found a 500 sq. ft. rented tin shed near Aligarh’s main highway. Rent: ₹12,000/month.

First Tools:

• Local pressure washer (₹6,000)
• DIY foam gun
• 3M rubbing compound
• Industrial fan + used microfiber towels

First Services:

• Basic foam wash (₹299)
• Polish + wax (₹999)
• Interiors cleaning (₹499)

💡 He offered free demos at housing societies to show customers the difference.

💡 The Pivot – Understanding What Premium Really Means

1. Learning from Mistakes

• Swirl marks returned within weeks
• Hard water spots wouldn’t go away
• Customers didn’t trust “coating” claims

2. Investing in Quality

Ayaan upgraded to:

• DA polisher
• Imported microfiber towels
• The Detail Master coatings
• PH-neutral shampoos
• Better lighting for paint inspection

3. Interior Transformation

He built:

• Closed bay with false ceiling
• High CRI lighting
• Customer lounge with coffee, display samples, and a viewing window

“People don’t just buy detailing—they buy trust and experience.” – Ayaan Malik

💸 The Financial Leap

Initial Investment:

• Setup cost: ₹2.5 Lakhs (bootstrapped)
• Monthly expenses: ₹45K (rent, staff, electricity, products)

Revenue After 1 Year:

• Monthly revenue: ₹1.2–1.5 Lakhs
• Coating Job: ₹9,999
• Daily Cars: 4–6

📢 Marketing in a Small City

What Worked:

• Instagram before-after reels (hyperlocal targeting)
• WhatsApp broadcast groups for updates
• Local influencers and auto dealers
• Referral program (₹500 off for both parties)

What Didn’t:

• Google ads (low conversion in Tier-2)
• Newspaper ads (expensive with limited reach)

“In small towns, word-of-mouth travels faster than Wi-Fi.”

🎯 What Makes the Studio Premium Today

🏆 Signature Services Today

• Ceramic Coating (3 & 5 Year)
• Graphene Coating for SUVs
• Deep Interior Detox with Steam
• Underbody Anti-Rust Coating
• Headlight Restoration & PPF

📈 What We Can Learn from This Studio

1. Premium isn’t about location—it’s about experience.
2. Educating the customer is 50% of the work.
3. Even Tier-2 cities like Aligarh have customers who want high-end service—they just need to be shown the difference.
4. Scaling with trust is more sustainable than shortcuts.

🔮 What’s Next?

Ayaan is now:

• Looking to start a second studio in Agra or Bareilly
• Partnering with auto dealerships for pre-delivery detailing
• Launching “The Aligarh Detailers Meet” – an awareness event for car lovers in UP
• Ritesh from Detail Crafters: Training 10,000 Indian Detailers
• Women in Detailing: Breaking Stereotypes with Machines