Building trust and continuity from Singapore
From its base in Singapore, HJ Lubricators operates in one of the shipping industry’s most competitive and fast-moving markets. For Ilyas Dagyaran, Sales Manager at HJ Lubricators, the role is less about individual sales and more about building credibility, understanding timing, and maintaining long-term relationships in a market where decision-makers are constantly in motion.
Singapore functions as a global crossroads for shipowners, managers and technical teams, creating both opportunity and pressure. Competition is intense, and suppliers must demonstrate not only technical capability, but also consistency and reliability over time.
“Singapore is where shipowners, managers, and technical teams all pass through. It is a very dynamic market, but it also means you are constantly competing for attention and credibility,” says Ilyas Dagyaran.
A relationship-driven market
Having worked in shipping since 2014 and previously spent time at HJ Lubricators’ headquarters, Ilyas Dagyaran combines detailed product knowledge with a clear understanding of how decisions are made in Asian shipping markets.
“Shipping in Asia is still very relationship driven. You can do a lot digitally, but at some point you need to sit down together. That is how trust develops,” says Ilyas Dagyaran.
Market cycles strongly influence customer priorities. “When markets are strong, vessels stay in operation and customers want to avoid downtime. When markets weaken, budgets disappear very quickly. Understanding that context is essential if you want to give relevant advice,” he explains.
Improving systems that already work
Cylinder lubrication is usually not a topic that creates strong reactions among ship operators. In many cases, existing systems already work well, which makes customers cautious when optimisation is discussed, explains Ilyas Dagyaran.
For that reason, HJ Lubricators works as an advisory partner rather than a traditional supplier. The company analyses operating data from several vessels, and in some cases entire fleets, and explains clearly what improvements are realistic – and where changes do not make sense.
Depth through specialisation
HJ Lubricators’ narrow focus is, according to Ilyas Dagyaran, one of the company’s main strengths. “We work only with cylinder lubrication. We design, produce, install, service and advise. That level of specialisation gives customers confidence, because they know exactly what we do and what we stand for,” he says.
At the same time, customer expectations are gradually changing. Regulatory and environmental requirements are not always the main driver today, but they are increasingly part of the conversation.
“There is growing awareness around emissions and future compliance. Customers want partners who understand where regulation is heading and how it may affect their operations,” says Ilyas Dagyaran.
For him, the true measure of success is long-term continuity.
“Repeat customers are the real indicator. When people bring you into new discussions or take you with them to a new company, you know you are doing something right,” he concludes.
