As local consumption is limited, the export business plays a vital role in Sri Lanka’s economic growth. However, it is high time for the country to look beyond their traditional products and markets and push industry-friendly policies, infrastructure development and attract foreign investors, and a larger stake is dependent on vision and implementations of strategic plans by Sri Lanka Export Development Board (EBD). Prabhash Subasinghe, Chairman of the Board, said EDB will focus on support existing exporters to bolster their exports, bring new products in the export baskets, look into new export markets, increase capacity building and attracts foreign investment through industry-friendly policies and incentives. Excerpts from an interview

How important is export business for Sri Lanka's overall economy? 

The Export business is an important segment for the sustainable growth of the economy of Sri Lanka and creates many employment opportunities. The export market of Sri Lanka is vast where the traditional exports of tea, rubber and coconut still play a significant role in bringing in export revenue to the country not forgetting the other major exports- apparel, spices and gemstones. Even though Sri Lanka does not produce in abundance the essential items, the country needs but does it in a smaller scale yet going towards few quantities of imports too, which involves outward remittance in foreign currency. Also, the size of the population limits the capacity of firms to achieve economies of large-scale production by solely catering to the local market thereby, export business is very vital for Sri Lanka's overall economy.

What are the country's strengths in the export business?

‘Made in Sri Lanka’ is synonymous worldwide with the values of high quality, reliability, social and environmental accountability. Sri Lankan brands that are increasingly associated with high quality and ethical manufacturing practices have opened up new avenues in the global arena. Ethical brands Sri Lanka apparel goes hand in hand, and this focus on sustainability has proven a worthy investment in the future of the industry. Apparel is one of the world's leading proponents of 'Ethical Business and Manufacturing Practices' for the Global Fashion and Apparel Sourcing Business. It earns its distinction of being among the very few industry bodies that have brought about a transformation in the way businesses are run, with responsibility, conscience and care. 

Value addition and building Sri Lankan brands in the tea industry require a high level of investment and a commitment to quality in product and process. Sri Lanka was also the first to achieve the "Ozone Friendly Tea." World-renowned Sri Lankan tea brands are intensely involved in emphasising sustainable development to become a valuable partner in developing a social, corporate and environmentally responsible product to its consumers.

Young, educated & productive, talented and highly trainable workforce in Sri Lanka proves to be one of the best in the region. Availability of human resources with proficiency in English and ICT knowledge to meet the needs of the present industry demand is a strength of the country.

Exports of services such as ICT, wellness tourism, financial services, construction & other professional services have grown significantly in the last decade. These sectors have proven their ability to diversify their export market destinations.

The availability of natural raw materials in industries such as rubber, spices, especially cinnamon and pepper, coconut, Gems etc play a vital role in the national economy with more significant value addition to the necessary products. 

Why should foreign companies invest in Sri Lanka?

Sri Lanka is situated strategically at the crossroads of major shipping routes to South Asia, the Far East and the continents of Europe and America, making the country a convenient port of call for shipping lines and airfreight services. Further, Sri Lanka's proximity to the Indian sub-continent positions the country as a gateway to a market of 1.3 billion people. These factors have combined to generate keen interest in the country's logistics sector, as well as from manufacturers looking for opportunities in the South Asian region. 

Further, Sri Lanka has entered into 28 Bilateral Investment Promotion and Protection Treaties (BITs) so far, protecting foreign investments within the country. There is a wide range of incentives offered to attract investments which includes; enhanced capital allowances, concessionary corporate income tax across many sectors including SMEs, tax concession for R & D activities, CESS exemptions for the importation of Capital Goods, importation of raw materials & for tourism projects, VAT Exemptions/Deferments & Custom Duty Exemptions for export-related activities and exemptions also offered under Hub Regulation. Besides, as per Strategic Development Projects Act No. 14 of BOI, exemptions are granted for projects which is in the national interest and which is likely to bring economic and social benefit to the country and which is also expected to change the landscape of the country primarily.

Furthermore, the availability of quality natural raw materials, relative ease of doing business, and talented highly trainable workforce in Sri Lanka also play a vital role in attracting the interest of investors to invest in the country.

How do you evaluate the impact of Covid19 on the country's economy, and especially on exports? How are you coping with it?

Global economy is forecasted to contract by 3 % in 2020 sharply, and there is no accurate prediction as to when the effects will reduce. Sri Lanka is no exception to the impact of the pandemic and exports both merchandise and services which stood at US$ 16.14 billion in 2019. In May, Sri Lanka's merchandise exports decreased by 37% to USD 602.4 Mn. In the first 5 months, exports earnings fell by 28.7 % to USD 3456 Mn from the corresponding period of last year. Considering the unprecedented disruption to the global economy and trade due to the COVID-19 pandemic, the Sri Lanka Export Development Board has reduced its 2020 exports forecast from US $ 18.5 billion to US$10.75 billion by about 42%. As per the revised target, EDB forecasts $ 7.53 billion in merchandise exports and $ 3.21 billion from service exports in 2020.

Despite the gloomy global situation, we are confident that the export sector will be the first to recover, whilst other foreign exchange inflows such as tourism and worker remittances will take time to bounce back in the economic revival post COVID -19.

The EDB officers have been working tirelessly to help the exporters by setting up a helpline to facilitate to assist in the present situation, publishing updates on the EDB website with the government directives through circulars/letters/guidelines etc., liaising and intervening on behalf of the exporters with all the higher authorities , connecting exporters with the foreign missions and ambassadors to find new opportunities, facilitating with curfew passes abiding with health guidelines issued and implemented by the government and communicating news to all Sri Lankans and overseas markets by taking initiatives in publishing various news articles pertaining to export-related services to continue their businesses.

During the early stages of the pandemic, our apparel sector was affected badly. However, we now experience a reasonably positive trend, especially with the manufacturing of PPE, where the sector has now attracted a considerable amount of orders. Therefore, we believe that the decline expected for apparel exports at the beginning of the year may be less than that as the sector is going to experience a strong revival with orders in hand for PPEs and EDB is constantly on the lookout for such specific opportunities that Sri Lanka could maximise on.

We firmly believe that there is a great opportunity to establish strong FTAs with China etc., to engage in new export opportunities taking the crisis situation into consideration.

Do you think now EDB needs to re-strategies its business plans to boost exports?

The National Policy Framework "Vistas of Prosperity and Splendour" underlines the key points of achieving economic growth of 6.5 percent or higher, per capita income exceeding USD 6,500 and maintaining the rate of unemployment at less than 4 percent. Exports are very important to achieve this goal.

The Export Development Board (EDB), the country's apex Trade Promotion Organization (TPO), has revised its strategic plan with a focus on addressing what the EDB should do during and the post Covid–19 period and how it should operate to fulfill its mandated role having aligned with the National Policy Framework and National Export Strategy. Accordingly, EDB will adopt and implement 5 Strategic Pillars in the immediate, medium and long term. This includes;

1. Support existing exporters to bolster their exports – This strategy aims to create a business enabling environment for exporters to be competitive in the international market

2. Promote new exports from Sri Lanka to transform the current Sri Lanka export basket - This objective focuses on diversifying current export basket by introducing value addition, innovation and invention

3. Diversify into new markets - This objective supports to diversify current export markets by reducing over dependency on few export markets and reduce the dependency of fewer sourcing destinations

4. Enhance capacity building - This aims to enhance exporter capacities in developing their industries

5. Generate export-led foreign investment into the country - This objective aims to attract export-led FDIs that will ultimately increase production, productivity and new technology adaptation. 

For each of the five strategic pillars, immediate, medium and long-term strategies are identified. Based on that, EDB is in the process of finalising its action plan for the year 2020 and 2021. Implementation of the new actions is expected to help revitalise the export industry that's been hit by the pandemic.

Do you think there is a need to diversify export baskets and markets?

Currently Sri Lanka export engines rely on a blend of traditional industries and growing service sector. It is vital to empower the emergence of champions beyond the traditional export industries of apparel, tea, gems & jewellery and rubber.

Sri Lanka has been over depending on few markets and has been catering to these markets over the past decades. Around 60% of the Sri Lankan exports have been concentrated in the European Union and North American regions showing lower markets

Diversification over Asia, CIS, Africa, Latin America and Oceania regions. We must now pursue other markets as well. 

Connecting Asia to Europe and Africa, Sri Lanka is well-positioned to participate fully in the global production networks and export to billions of consumers, both regionally and beyond. 

Sri Lankan companies that are facing difficulties should be willing to diversify to new markets, and it is high time to make that change happening. Further, companies should also look for new sourcing destinations in future to continue our production lines uninterrupted. 

EDB has been focusing on identifying various measures to diversify our export revenue streams. Various discussion and dialogues were conducted internally and with the multiple stakeholders, and this information are being disseminated with the relevant parties. We encourage exporters to re-visit their product portfolio and to identify new potential products in the short, medium and long term. As a developing nation, we always encourage new investments with a focus on emerging potential areas in agriculture, industrial and service segments. EDB is leading this effort along with all Sri Lankan Missions Overseas.

Further, EDB and BOI work in collaboration to attract and increase investments with a focus on emerging potential areas in agriculture, industrial and service segments targeting key products to enhance the export basket, namely; automotive parts (seals, gaskets, hoses, wiper blades, belts, Conveyor belts), apparel (technical apparel & PPEs), electrical & electronic components (semiconductors, Transformers PCB, panel boards' Insulated wires & cable, Switches, plugs & sockets etc), ICT (Software design & development), Mineral-based products (Graphene and related products) and Food Processing sectors.

To create an export hub and attract investors, a country needs good infrastructure, skilled workers, smooth supply chain and industry-friendly policies. How do you see these factors, and what are your efforts to improve them?

Good infrastructure, trainable workforce and business-friendly ecosystem are very vital components in making Sri Lanka, an export hub.

Sri Lanka's geographical location, dynamic business environment, dependable logistics and resilient human resources have become invaluable assets. Realising this, our government is committed to creating an enabling environment to strengthen the competitiveness, which is a key driver to achieve inclusive and sustainable growth of Sri Lankan exports.

Further, EDB provides its fullest support to exporters to move up in the value chain. Some of them include; Review the supply chains and go for shorter regional supply chain, Establish linkages with cross-functional institutions (ICTA/SLINTEC/Universities), Trade support to assist new exporters in selling their products in the e-marketplace, Identify opportunities in major Global value chains and encourage exporters to diversify into component manufacturing, SMEs development aiming at the Export Market, Assistance for value addition, innovation and inventions and expansion of existing exporter capacity, Facilitate to upgrade the quality of exports through advanced technology (certifications/ standards) in identified new products etc.

In addition, Young, educated & productive, talented and highly trainable workforce in Sri Lanka proves to be one of the best in the region. EDB implement various capacity-building programmes to enhance the know-how of the export community.

For the long term, what is your vision?

To develop stronger Sri Lankan businesses to access global opportunities enhancing foreign exchange earnings while creating employment for our people.

The future of mobility is poised for a revolutionary transformation driven by emerging technologies and changing consumer demands. With an increasing shift towards electrification, autonomous driving and connected ecosystems, the automotive industry is evolving rapidly. Electric vehicles (EVs) are becoming more mainstream, reducing carbon footprints and promoting sustainability. At the same time, advancements in artificial intelligence (AI), machine learning and data analytics are enabling smarter vehicles that can adapt to real-time conditions, enhance safety and provide seamless user experiences. Additionally, the integration of shared mobility solutions, such as ridesharing and autonomous fleets, promises to reshape urban transportation, making it more efficient and reducing congestion. As sustainability becomes a central focus, the future of mobility will also involve the development of greener materials, eco-friendly technologies and circular economy practices that minimise waste and maximise resource efficiency, paving the way for a cleaner, smarter and more connected world.

As the automotive world embraces transformative trends like electrification, sustainability and digital connectivity, Apollo Tyres stands at the forefront, driving innovation with its cutting-edge R&D. With a legacy of pioneering breakthroughs, Apollo’s commitment to shaping the future of mobility is grounded in a holistic approach that blends advanced technologies, sustainability and performance excellence.

Historically, Apollo Tyres has consistently delivered products tailored to diverse market demands. Its R&D operations in India and Europe synergise global expertise to innovate solutions for traditional and electric vehicles. Today, Apollo leads the industry with adaptable tyre platforms and technologies designed to meet the unique requirements of EVs, featuring low rolling resistance, noise reduction, traction and durability enhancements. Innovations such as real-time tyre sensors and noise-cancelling technologies further define the company’s reputation for excellence.

Looking ahead, Apollo Tyres is championing a sustainable future through material innovation and digital transformation. The company integrates renewable and recycled materials, collaborates with leading universities to explore eco-friendly alternatives and advances tyre retreading and circular economy principles. These efforts culminate in passenger vehicle prototype tyres composed of 75 percent sustainable materials, showcasing Apollo’s commitment to environmental stewardship. Meanwhile, digital tools such as virtual prototyping and AI-powered analytics accelerate R&D cycles, ensuring responsiveness to emerging trends.

Apollo Tyres envisions a mobility landscape where tyres transcend their functional role, becoming integral to vehicle connectivity and safety. By leveraging intelligent technologies like Tyre Pressure Monitoring Systems and sensor-enabled diagnostics, Apollo is redefining the tyre’s role in connected ecosystems. Through relentless innovation, Apollo Tyres not only aligns with the future of mobility but actively drives it forward. The R&D vision is to create value to customers by developing products and technologies that are best in class in performance while being profitable to business and sustainable to environment.

THE STRATEGY FOR 2026 IS BUILT ON THE FOLLOWING THREE PILLARS

1. 1. Developing advanced tyre technology tailored for traditional and electric vehicles.
2. 2. Embracing circular economy principles by integrating renewable and recycled materials.
3. 3. Harnessing AI and virtual development tools to accelerate innovation in testing and material science.

Apollo’s investment in R&D has grown to around 2 percent of revenue. With a relentless focus on innovation, sustainability and customer satisfaction, Apollo is poised to continue its journey as a global leader in the tyre industry.

GLOBAL R&D TEAM: A SYNERGISTIC APPROACH

Our global R&D operations are strategically located in Chennai, India and Enschede, The Netherlands. These two centres integrate local expertise with advanced global technologies, addressing diverse market needs. Whether it’s the tropical climate and varied road conditions in India or the high-performance demands of European consumers, our R&D team tackles challenges with a unified approach. With state-of-the-art infrastructure, including advanced material research facility, raw material, predevelopment and simulation technologies, design, testing, advanced engineering, intellectual property, process and product development, Apollo Tyres delivers innovative tyre designs that address both regional and global demands.

ADVANCED MATERIAL RESEARCH AND SUSTAINABILITY INNOVATIONS

At Apollo, sustainability begins with material innovation. We are replacing conventional tyre components with eco-friendly alternatives. Collaborations with leading universities explore nano cellulose as a sustainable substitute for carbon black. Partnerships with Tyromer have revolutionised the quality of recycled rubber through cutting-edge devulcanisation techniques. On top we have signed collaboration projects with Asian premier institutes on bio degradation of ELT. Additionally, we promote natural rubber sustainability through plantation certifications, traceability programmes and education initiatives, achieving ISCC certification in our plants. Our material research extends to bio-based and recycled raw materials that enhance material sustainability. Advanced analytical tools enable precise characterisation of smart materials, supporting breakthroughs in polymer and filler technologies. Our tailored compounds ensure low rolling resistance, high traction and noise reduction, while delivering superior performance across all applications.

PREDEVELOPMENT AND VIRTUAL PROTOTYPING TECHNOLOGIES

Innovation is the heartbeat of Apollo Tyres. Our predevelopment teams integrate groundbreaking technologies, setting new benchmarks in the industry. FOAM technology exemplifies this spirit, reducing cavity noise for EVs without compromising on durability. This technology addresses the evolving needs of OEMs. Our sustainability-driven initiatives include ultra-low rolling resistance tyres with a rolling resistance coefficient of just 5.5 kg/tonne. Lightweight Truck Bus Radial tyres with a 10 percent weight reduction highlight our focus on environmental stewardship and performance innovation. Across all R&D locations, our focus on high performance drives tyre innovation. Advanced Computer-Aided Design (CAD) tools and real-world simulations help optimise tyre designs for diverse terrains. Detailed aerodynamic analyses further enhance fuel efficiency in vehicles, ensuring superior grip, handling and noise reduction. By leveraging virtual prototyping, we accelerate development cycles, optimising characteristics like rolling resistance, grip, comfort and noise.

INTELLECTUAL PROPERTY

Our Intellectual Property (IP) teams has played a crucial role in safeguarding and advancing the prosperity of our company. Our IP team is tasked with recognising, securing and utilising our intellectual property assets to strengthen our competitive edge and generate lasting value for our stakeholders.

The following are some of the key achievements:

• 1. 25 patent applications were filed in FY24.
• 2. A total of 200+ active patents across geographies.
• 3. 29 design registrations filed in FY24.
• 4. A total of 300+ design registrations across geographies.

Our Intellectual Property (IP) team has cultivated an innovative culture within our organisation by encouraging employees to adhere to best IP practices, leading to the creation of high-value patents and designs. Consequently, we have generated new intellectual property assets and bolstered our product development capabilities.

ADVANCED TESTING EXCELLENCE

Testing is integral to ensuring the safety, performance and durability of our tyres. Our test facilities feature cutting-edge equipment that validates products under diverse conditions:

Flat-Trac Machine: This sophisticated tool measures force and moment properties, aiding in the design of high-performance tyres.

Anechoic Chamber: Simulating various road conditions, this chamber evaluates tyre noise levels, ensuring quieter and more comfortable rides. We have developed dedicated testing protocols for EVs, focusing on rolling resistance and noise reduction. The newly established Cut and Chip track at NATRAX, Indore, is designed to test tyres under extreme conditions, evaluating durability, uptime and grip. Through experiential drives, we showcase our technological prowess to fleet owners, business partners and media.

INTEGRATING TYRES INTO FUTURE MOBILITY THROUGH ADVANCED ENGINEERING

Apollo Tyres is at the forefront of revolutionising mobility through advanced engineering aligned with key megatrends like sustainability, connected vehicles and autonomous driving. Our intelligent tyres, equipped with sensors, telematics and software, enable seamless communication of vehicle conditions. Tyre Pressure Monitoring Solutions (TPMS), deployed in our tyre as service AVOLVE programme, enhance safety, reduce fuel consumption and provide remote diagnostics. The tyre of tomorrow will not just be a component but a critical element in the vehicle’s connectivity and safety systems.

ADVANCING INNOVATION THROUGH STRATEGIC COLLABORATION

Our R&D endeavours are grounded in robust partnerships with prestigious academic institutions that include both Indian and European universities. Apollo Tyres is also participating in consortium research on pre-competitive technologies. It is also worth mentioning that Apollo Tyres is also actively engaging with our supplier partners and customers to deliver cutting-edge technologies, products and services. 

ADDRESSING TECHNICAL CHALLENGES AND INDUSTRY TRENDS

The automotive sector is undergoing rapid regulatory changes, including Europe’s Green Deal and Euro 7 standards. These developments demand stricter compliance with emission and mileage requirements, accelerating the adoption of EVs. Apollo’s R&D efforts address these challenges by focusing on sustainable materials and advanced technologies. Circular economy initiatives, such as tyre retreading and recycling-friendly compounds, reduce waste and maximise resource efficiency. Our development of passenger vehicle prototype tyres containing 75 percent sustainable materials underscores our commitment to innovation and environmental responsibility.

CONCLUSION

Apollo Tyres’ unified R&D operations in India and Europe are more than innovation hubs; they are the pillars of the company’s vision to lead in technology and sustainability. By addressing global challenges and leveraging cutting-edge tools, Apollo Tyres continues to shape the future of mobility, delivering technology excellence with operational excellence to customers worldwide.

A SYNERGISTIC ALLIANCE

If my fading memory serves me right, I think I may have written at least two articles during past four years on the theme of tyres and mobility. When I step aside from the technologist’s mentality and look at tyres and mobility from a bystander’s perspective, I am convinced that it leads to some interesting insights. The connotations on the subject seem inexhaustive, which reminds of the different reflections from the different facets of a well-polished red ruby or a blue sapphire, some precious stones for which my country Sri Lanka has been famous from the ancient times.

Right from the dawn of life on earth, mobility has been a key driver for progress and survival, not only for humans but for all living beings. The ability to move has significantly changed the course of history and the evolution. Mobility is deeply embedded in every life form, from the lowest, starting from viruses and bacteria, to the highest form of life, presumably the humans. Even the stationary plants depend on mobility for their sustenance and propagation, as we learned in our lessons of Botany a very long time ago. Pollination and the distribution of seeds by wind, water and animals enable plants to colonise new locations. And through intricate vascular systems within the plants, water and nutrients are transported, which demonstrates the importance of internal mobility for their growth.

The inherent capacity of animals to move has offered them a definite advantage by enabling them to search for food, mates and seek safety. Animal migrations such as birds flying to warmer climates during winter, salmon returning to their spawning grounds and the breathtaking migration of wilder beast in East Africa, which I have personally witnessed in Kenya, shows the critical role served by mobility for their survival – an evolutionary trend transmitted to the early humans for their survival. Epic migrations of the humans have led to the spreading of humanity across the continents and establishment of the ancient civilisations in the Indus Valley and Mesopotamia etc. Thus, it can be seen that mobility has played an intrinsic role on life on earth, fostering diversity and adaptation.

From another perspective, mobility on earth is not confined to life forms only but is influenced by extraterrestrial or celestial phenomena such as gravitational forces and the influence of cosmic bodies such as the solar system. It is known that the early human communities depended on the patterns of the tides for fishing, and the travellers and traders relied on the movements and the positions of the stars for their navigational purposes, demonstrating how the cosmic bodies influenced the early earth’s mobility dynamics. The need for mobility has been intricately linked with human civilisation, impacting political, social, economic and cultural dynamics. Ancient epics like the Mahabharata and the Ramayan have vivid descriptions of horse-driven chariots, which, emphasises the importance of wheels in mobility. The wheels apparently made of wood and iron rims can be considered as the forerunners of the modern-day tyres.

Mobility has always helped in shaping civilisations, politically by enabling the expansion of empires and socially and culturally by the exchange of ideologies, traditions and goods. For instance, the Silk Road was not just a trade route but played the role of a cultural bridge between the East and the West. Economically, it enabled the gradual emergence of the foundation for the global trade systems by enabling transportation of goods over long distances.

And coming to the relatively modern times, the impact of the Newtonian Laws of Motion on practically every aspect of human mobility and mechanisation including the locomotion and the development of the internal combustion engine and eventually the automotives is widely accepted.

Man’s never-ending quest for making life more comfortable and the role of mobility and transportation has served as a key driver in many areas such as political, economic, social and cultural aspects. The increased efforts in producing synthetic rubber to develop a substitute for natural rubber (NR), which was in short supply during World War 2, for catering to the demand for tyres to be used for military purposes is a good example. Even in the ancient times, mobility has played a vital and critical role in warfare, where in addition to the infantry, horses, elephants and horse-driven chariots have been used to develop a comparative edge, as depicted in the great Indian epics.

The subject of tyre technology has always been a realm of mystique intrigue to us the students from the non-tyre sector during our study days in the late sixties. Pneumatic tyre was introduced to us as the most complicated and composite rubber product developed in the rubber industry during those days, a fact which I think still holds true despite the later developments in aerospace and bio-medical applications etc. The Ceylon Tyre Corporation, which was set up with Russian assistance, was the only pneumatic tyre manufacturing company available in Sri Lanka during those times, and this provided us facilities for learning about the practical aspects of tyre technology. It was a used plant relocated from Russia, and some of the newly selected staff were given an initial training and familiarisation in Russia. What was impressive and puzzling to us the non-tyre people was the vastness of the scope of processing and operations, and it was no secret that I skipped answering the questions on tyre technology in examinations.

The term ‘technology’, often used to have a connotation of elatedness, and some distancing or isolation from the norm, even in the modern times of mass communications. I feel that specialisation in the rapidly expanding disciplines, especially related to ICT, has further caused the deepening of this apparent chasm. The widely accepted view in the industry or in running a country is that technology is the panacea for solving our current problems and for achieving development. This latter view, of course, is open for a further deliberation at a later occasion.

Technology is very often regarded as an invention of the modern day, emerging mainly during the industrial revolutions of the 18th and 19th centuries and accelerating during the recent periods of Industry 3.0 and 4.0. While there is no doubt that these eras brought remarkable advancements in technology, the concept of technology can be considered to have been intrinsic to the human evolution. In very basic terms, technology is about finding methods to perform tasks and accomplish outcomes more efficiently, making the processes easier, faster, safer and cheaper. We are very familiar with how the early humans developed stone tools and fire-starting techniques, which may have marked the dawn of technological thinking, and hence the name given to them ‘Homo sapiens’.

Among the most significant technological breakthroughs, the invention of the wheel stands out as the cornerstone of mobility. The wheel was invented in the 4th millennium BC in the lower Mesopotamia (modern day Iraq) during what historians identify as the Bronze Age by the Sumerians, and by this time, humans have already mastered the domestication of animals and plants and were living within social hierarchies.

As the various human societies evolved technologically based on their specific socio-political, economic and cultural backgrounds, so were their mobility needs, and sometimes it becomes incomprehensible to decide which came first, technology or mobility, where we are faced with the ‘hen and the egg’ scenario.

The earliest wheels were made of wood and later reinforced with metal rims for stability and durability. I can still vividly remember our school days when we used to travel in oxen-driven ‘buggy carts’.

Charles Goodyear’s discovery of vulcanisation in 1844 had a profound effect on the manufacture of rubber products and would certainly have been contributory to the development of the first pneumatic tyre by Dunlop in 1888, which was first used on bicycles. Pneumatic tyres paved way for tyres to become more flexible, resilient and durable – the ideal prescription for modern transport systems. In the 20th century, pneumatic tyres became the standard, offering improved performance, comfort, safety and reliability. Tyres evolved further with the subsequent advances in the automotive technology, and today’s tyres are designed and engineered with new developments such as runflat technology, eco-friendly materials, smart sensors that monitor tyre performance in real-time, self-sealing tyres, non-pneumatics and advanced tyres for EVs and autonomous driving.

The development of tyre technology and emerging needs of societies for improving mobility needs are synergistic as changes and advancements of one area very often seem to drive the progress of the other. It is also an inevitable trend that the prioritisation of sustainability, a movement that has emerged over the past four decades, is rapidly influencing all the areas of tyre technology and the mobility requirements.

Societal needs are instrumental in inspiring technological advancements, and tyre innovations in turn are empowering societies to strive for sustainable and efficient mobility, and both seem to work hand in hand to face the challenges of a rapidly changing world.

From the rudimentary wooden wheels of ancient chariots to the high-tech tyres of today, the journey of tyre technology mirrors humanity’s relentless quest for progress. As we continue to explore new frontiers in mobility, the humble tyre remains a testament to the enduring relationship between technology and human innovation. Understanding the historical significance of tyres and their technological evolution enables us to gain deeper appreciation for the intricate ways mobility has shaped our world, politically, socially, economically and culturally. It is not just a narrative or episode of technological advancement but also a chronicle of human ingenuity and mankind’s timeless desire to move forward.

The author is a Management Counsellor from Sri Lanka.

Why the need for this transition?

Tyre testing is an ongoing process critical to ensuring the quality, reliability and performance of tyres throughout their lifecycle – from design to end of life. As tyres are developed to meet ever-evolving customer and consumer needs, traditional validation methods are no longer sufficient. To stay competitive, there’s a growing need to predict tyre performance at the earliest stages of development, before physical testing begins. By leveraging advanced analytics and simulations, manufacturers can identify performance patterns, minimise risks and accelerate the development process.

The key to this shift is data and cutting-edge virtual software. With vast amounts of information now available – from sensors, testing, test tracks and consumer feedback – analytics and machine learning offer powerful tools for making data-driven predictions and optimising performance. This ability to forecast and validate tyre performance early not only speeds up time-to-market but also reduces errors, ensuring first-time-right products.

However, technology alone isn’t enough. To fully capitalise on these advances, investment in human capital is essential. Empowering teams with the skills to harness emerging technologies and encouraging a culture of continuous learning is vital for driving innovation and maintaining a competitive edge.

In essence, this transition is necessary to remain agile in an increasingly complex market, with reduction in developmental cycle time and ensure that both products and teams are primed for success.

How do we do this?

The path to transformation requires striking a balance between depth and breadth of knowledge – similar to the way a banyan tree’s deep roots support its wide canopy. It’s a two-step process: first, we deepen our expertise in specific domains, then we expand our knowledge to integrate cross-disciplinary insights.

In tyre testing, this means creating specialised expertise in critical areas such as Noise, Vibration, Harshness and Handling. Achieving this requires a comprehensive study of both the broader vehicle dynamics and the finer details of tyre performance. This is done through extensive measurements on outdoor test tracks, where vehicle dynamics are observed and linked to tyre performance data from advanced indoor equipment. Tools-like Design of Experiments (DoE) and attribute sensitivity studies help optimise tyre performance by turning subjective ‘feel’ into measurable data.

This meticulous approach, focusing on both deep specialisation and data-driven insights, forms the core of predictive testing and sets the stage for more advanced, integrated testing methodologies in the future.

Why we need virtual testing or testing 4.0?

For predictive testing to sustain, specialisation of capability and specific domain expertise needs to be nurtured. However, there are limitations to it such as learning scalability, domain specific data complexity, horizontal deployment challenges, skilled manpower dependency and longer lead times. This includes the dependency on tools that are commercially available.

Hence, predictive testing needs extension with a contemporary approach of deploying newer technologies like tyre modelling and multi body dynamics, data analytics, machine learning and artificial intelligence. This is where, testing 4.0 is conceived.

When can we start virtual testing transformation?

After domain expertise is deepened, it aids expert teams to validate a tyre with a synergised cross-functional perspective. This forms the basis of widening of knowledge. This is when the boundaries of specific domains fade and merge as a collective breadth of know-how in tyre development and testing.

A step closer to virtual tyre development

Accurate tyre modelling is critical for predicting important vehicle performance factors such as stability, braking, ride comfort and durability. By capturing the complex, non-linear behaviour of tyres, engineers can better understand and predict vehicle dynamics early in the design process, ultimately shortening development timelines. While building a full vehicle simulation used to involve modelling various subsystems like the chassis, suspension, engine and tyres, research has shown that a precise tyre model is key to improving the accuracy of vehicle dynamics predictions.

The tyre is a complex, non-linear component crucial to vehicle behaviour. With the growing number of vehicle models and use cases, there is an increasing reliance on simulation over physical testing to reduce development times. Tyre modelling requires expertise in test methods, data acquisition and conversion to accurately represent tyre forces for vehicle simulations. Advanced software tools help engineers adjust tyre properties like inflation, stiffness and friction, enabling the creation of customised vvirtual tyres’ for more precise performance analysis.

Future of virtual development: Driving simulators

Driving simulators are crucial for car manufacturers, allowing up to 70-80 percent of development work to be done virtually, saving time and money by refining designs before physical prototypes are made. These simulators help enhance the driving experience and accelerate vehicle development.

For tyre manufacturers, simulators enable early testing and validation of tyre models, ensuring optimal performance before prototypes are built. They offer advantages such as reproducibility, easier data collection and the ability to simulate dangerous conditions safely, significantly reducing development time.

The horizon of possibilities

Driving simulators will be able to accurately calculates the driving dynamics of both tyres and the vehicle. It is engineered to deliver an immersive, cutting-edge driving experience, replicating the exact sensations and performance data test drivers would encounter on a high-performance test track – "pushing the boundaries of tyre testing and performance evaluation in a virtual environment.”

When I was informed that the theme for the December/January issue of Tyre Trends will be Tyre Testing Advancements, I was a little confused at first as to what should be a suitable entry point in bringing forth some insights into a subject that has seen significant advances during the past two decades. Finally, I thought it would be useful to the young managers if I relate some of my own experiences and viewpoints on rubber and tyre testing. It has been about 16 years since I retired form employment and from my active involvement in rubber testing directly or indirectly. However, during my ISO 9001, 14001 and ISO 45001 consultancies, I have been involved in conducting third party audits in the testing laboratories also.

From the time I embarked on my learning and the career in rubber technology, I should say that testing was not my forte. I was more affiliated towards rubber chemistry, molecular structures, compounding ingredients and compounding, probably due to my affinity to organic and inorganic chemistry during my college days. However, due to some reason, which is not clear to me even to date, I happened to be associated with testing throughout the entire period I was working in rubber products manufacturing companies, either by way of managing the quality control and assurance or handling the product development activities. As a young trainee, way back in the late sixties, my first experience in rubber testing was the basic latex tests such as DRC, total solids, ammonia content and pH. On the dry rubber side, the only available test was the Shore A pocket hardness tester, which also was indicative of the status of cure and the durability of footwear. During the next decade or so at Batas, I was in charge of the laboratory, which handled the rubber formulations, and in-process quality control. The basic tests performed were on melting point, plasticity, hardness, abrasion, flexing, peel test for bonding, colour fastness for textile materials and the solid content for adessives. During our study days, we visited the Sri Lanka Tyre Corporation (currently CEAT Kelani) as part of the study programmes, and this was the only place in Sri Lanka to possess a wide range of conventional rubber testing equipment during those days.

In later years, (1981-1998 intermittently) I had the opportunity to work in Kenya with Vaculug Traction Tyres, (re-treading of OTR and TBS tyres) and Avon Rubber ( LT/TBS tyre retreading, manufacture of bicycle tyres and tubes/ moulded  rubber goods}, and the level of testing facilities at both companies were minimal, but they were doing substantially profitable operations, notwithstanding the completion. During my subsequent engagement (1999-2008) at the process control laboratory at Associated Motorways, a fairly comprehensive range of testing equipment such as the Monsanto Rheometer, Tensile Tester, Rebound Resilience, DIN Abrader and Dispersion Analyzer were in use. The company manufactured a diverse range of rubber products such as re-treading of all tyre sizes and OTR, motor cycle and three-wheeler tyres, in addition to mixing custom compounds for some large pneumatic and solid tyre manufacturing companies in Sri Lanka and exporting re-cured tread in a small way to a few countries, and testing played a more important and sometimes critical role, in its efforts to  stay competitive with respect to  product quality, cost effectiveness and delivery schedules. I do not think that the term ‘cutting edge technologies’ was in the standard jargon, at least in the developing countries during those years. On looking back, it is my present realisation that testing is circumstantial or situational and ‘fitness for use’, as Joseph Juran defined, quality is the prime criterion, and the role played by testing too is relative.

It could be my limited exposure to other contemporary disciplines, or my long exposure experience and perhaps the obsession in the rubber industry, that I am inclined to think of rubber technology as addictive. Perhaps exponents of other disciplines with long experience may be holding similar perceptions about their own fields of expertise. I remember with reverence my first lecturer in rubber technology, Mr Nadaraja  (deceased ), an ANCRT and the Head of Rubber Chemistry Dept of the Rubber Research Institute  of Sri Lanka, who devoted his entire professional life for the development of the rubber industry in Sri Lanka, a pioneer celebrated for his role in the deployment of oil extended NR for winter tyres, commercialisation of cyclised rubber in Sri Lanka during the lean years and the work on developing low-ammonia zinc oxide stabilised latex. Discussions with him were exciting and invigorating because he virtually breathed rubber, thought rubber and walked rubber in a literal as well as the metaphorical sense. Testing and test methods were invariable parts of the numerous discussions we had with him during the lectures or at the various meetings, including chats at his humble house over a cup of tea.

On contemplating broadly, one can infer that rubber and the testing associated with it has a life cycle or a cradle-to-cradle perspective. It commences with the tapping of field latex at the plantation latex processing and conversion in the plantation grades of raw rubber, centrifuging, TSR manufacture, which are the primary processing operations. These are followed by latex and dry rubber products manufacture, which again consists of upstream and downstream processes, culminating in the finished products, their subsequent usage and service performance and finally the end-of-life disposal, or more aptly, re-use and re-cycling in this era of circular economy.

Composite nature of most rubber products, including tyre and even the apparently simple moulded rubber products with a range of diverse applications, from simple door mat to O-rings and seals in aerospace applications and bio-medical devises, makes testing an integral component of rubber technology. During our study days, the pneumatic tyre was recognised as the most complex rubber product, a fact that still holds true even in these high-tech days. Since then, every aspect of rubber chemistry and physics, technology, compounding methodology and processing techniques have undergone unprecedented evolution, driven by the unending, ever thirsting quest and search for creating new product requirements and manufacturing new products or improving the existing products to meet the emerging stringent service requirements, as well the rapidly changing environmental and other regulatory compliance obligations. Modern rubber testing methods combine traditional and advanced techniques to evaluate the physical, chemical and mechanical properties. These methods are crucial for ensuring that the rubber components and finished products meet specific standards for performance durability and safety.

My knowledge in other structural materials, e.g. metals/ceramics and plastics (to some extent) is rather Ilimited. However, even with that limited knowledge, I am convinced that rubber is truly a singularity, which, leaving aside the astronomical jargon, simply means an unusual or distinctive manner or behaviour.

The macromolecular structures and the viscoelastic nature of natural as well as synthetic rubbers, which has necessitated an illogical series of breaking and re-making using physical and chemical processes and reactions, has made rubber a truly unique material. This complexity is further aggravated by the widely heterogeneous nature of the rubber additives with their own physical and chemical dispositions and interaction during the rubber processing operations. The processing conditions and parameters, including temperature, pressure, deforming forces and stresses, further contribute to the variability and unevenness lack of uniformity, or MURA, in the jargon of the Toyota Production System (TPS). To this, add the ever-increasing product performance requirements coupled with stringent environmental and safety regulations driven by the ongoing sustainability movement and the resulting emerging scenario is really complex and complicated, and testing along the entire value chain has become an integral and indispensable ingredient in the modern-day rubber products manufacturing.

Historically, rubber testing has evolved since the initial discovery of rubber and its use, particularly as it became integral to industrial applications in the 19^th and 20^th centuries. Initially, the testing was basic, focusing on strength and elasticity to evaluate the suitability of rubber for applications such as tyres, hoses and seals. However, with the advent of synthetic rubbers and the development of new product applications, more advanced testing became necessary. Some key milestones in the history of rubber testing can be identified as follows:

Early testing (19^th Century): Era of natural rubber and basic methods such as elongation and crude tensile testing.

Development of standardised testing such as tensile, abrasion and ageing tests.

Introduction of systemic rubber and World War II (1930s-1940s): Testing for chemical resistance temperature tolerance and durability essential for military and industrial uses.

Modern testing standards: (1950s to present): Measuring properties like hardness, elasticity, resistance to chemicals, UV and Ozone, development of advanced testing equipment and standardised test methods, ASTM and ISO.

Advanced Testing (21^st Century): Computerised equipment such as dynamic mechanical analysis (DMA) and thermogravimetric analysis (TGA)

In this era, where AI has become the catchword in almost every facet of human activity, we cannot ignore the potential and helping role of AI in current and futuristic rubber testing, especially in the following areas:

Predictive Modelling and Simulation

Detection of Defects

Process Optimisation

Non-Destructive Testing (NDT)

Data Driven Insights

Automated Testing and Quality Control

The current tendency of embracing new surges of waves such as automation, digital interphases and AI sometimes made us to speculate if the current generation is witnessing the last remnants of human integrity and skills, in rubber testing in areas such as:

Interpretation and analysis

Technical expertise

Trouble shooting

Quality assurance.

Adaptability and decision-making

Continuous improvement

However, it is a demonstrated fact that the combination of human expertise and modern rubber testing leads to better and more accurate testing outcomes. Human skills ensure that technology is used more effectively in obtaining meaningful results and establishment of continuously optimised testing procedures.

I am curiously inclined to look for parallels between the rubber testing and the modern medical tests, where both seem to deal with complex systems, with a strong interdependency of the subsystems and components. The basic scientific concept of ‘test, observation and inference’ seems to be applicable to both disciplines. Testing can be predictive or diagnostic, and we are sometimes astounded by the array of tests that the medical specialists recommend before they arrive at a specific conclusion, even in the case of trivial illnesses. Unlike in the old days, where keen observation and intuition was the norm, there seem to be an over dependency on testing, perhaps ostensibly due to commercial reasons. I can remember that about sixty years ago, the practitioners of Western medicine had a habit of feeling the pulse of the patients. This was unmistakeably the practice used by the native physicians.

I sometimes as a person of the older generation tend to wonder if we as rubber technologists have become overly dependent on rubber testing equipment, which has become a multi- million dollar business. Are we doing things right (efficiency) or are we doing the right things (effectiveness) is an issue I would wish the readers to contemplate.

The author is a Management Counsellor from Sri Lanka.