TVS Eurogrip is in full swing to make itself as as the bike tyre specialist in the local and international markets. The brand is now associated as ‘Principal Sponsor’ with Chennai Super Kings, one of the strongest teams in the Indian Premier League. The company is also exploring motorsports, digital channels, social media and television to reach out to its larger customer base effectively. In an interview, P Madhavan, Executive Vice President – Sales & Marketing, TVS Srichakra, spoke on the company’s efforts to enhance the brand image among its targeted audiences.

Today, Gen-Y is largely influencing India’s two-wheeler market, resulting in the bikes and scooters getting faster, funkier and safer, and these trends are driving TVS Eurogrip’s products and marketing strategies. To cater to the changing market trends, TVS Srichakra took the first leap in 2019 by introducing the brand ‘TVS Eurogrip’, which targets millennial customers’ needs. 

“Building a brand and nurturing it to market leadership has been at the core of our efforts. The introduction of TVS Eurogrip in 2019 was an important milestone. Our core positioning for TVS Eurogrip is that we understand bikes and bike tyres the best given our experience in the category and our global expertise,” said P Madhavan, Executive Vice President – Sales & Marketing, TVS Srichakra.

Headquartered in Madurai, TVS Srichakra has manufacturing facilities in Madurai (Tamil Nadu) and Rudrapur (Uttarakhand) with a production capacity of over three million tyres a month. The company has a design centre in Milan, Italy supporting the R&D centre in Madurai. The tyres are tested in Indian, European and Japanese road conditions. 

The launch of TVS Eurogrip is also in line with the company’s strategy to expand its presence and build Eurogrip as a solid global brand in the international market. “The introduction of TVS Eurogrip in 2019 was an important milestone in an internationalisation process which already sees us exporting our tyres to over 85 countries. Our entries into Europe, soon followed by more countries in APAC and MEA, testify our commitment and copious investments in product quality and performance, furthermore, enforced by our R&D and design centre established a few years ago in Milan, Italy. Establishing our direct presence in developed and growing markets is an important step for us towards building Eurogrip as a strong global brand. It goes hand in hand with the research studies we have been conducting on new technologies, which will benefit all markets, including India. With our expertise as a manufacturer of two-wheeler tyres for over three decades, we are confident of making a mark in developed markets and look forward to the future growth potential,” explained P Madhavan. 

The company established itself as a leading global brand in the two-wheeler tyre category in the last three decades. Apart from two-wheeler tyres, the company produces three-wheeler and off-highway tyres for the domestic and international markets. Understanding customers’ needs, aspirations and dreams and providing them the products that enrich their riding experience has always been the focus of TVS Eurogrip. “Brand TVS Eurogrip has all the elements the new-age rider is looking for – design, superior quality, high performance,” said P Madhavan. 

Today, the Gen-Y rider is brand conscious and engages with products and brands that impress his peers. As specialists in the bike tyre domain, the company is geared up to lead its customers into the future of riding with TVS Eurogrip tyres. “Communication pegs and codes in the category have been changing quite swiftly to reflect the new-age rider’s preferences, with the advent of high-speed bikes, and the focus is now also on the emotional aspects behind buying a two-wheeler and a two-wheeler tyre. Our continuous enhancements in product quality and best in class services, high concentration on radials and consistent improvement in product design has always been in line with our brand image,” saidP Madhavan.

TVS Eurogrip focuses on innovation, superior quality standards and high performance to reach out to its potential customers for enhancing the overall riding experience. Though the high CC bike segment is growing fast, the commute purpose bikes segment still dominates the Indian two-wheeler market. “We constantly observe market trends and dynamics; this helps us plan new products, focus on potential geographies and align with market requirements. Our product range caters to the needs of all two-wheeler tyre consumers, from daily commute usage to world-class steel-belted radial tyres. Our media campaigns and on-ground activation programmes are designed to engage the commuter class audience. Today, the commuter class audience too consumes significant digital communication; we have been engaging with such audience on a regular basis,” said Madhavan. 

Digital media consumption is at an all-time high, primarily through the pandemic and post-pandemic eras. The company’s recent integrated marketing campaign ‘Tyres for a Country full of Turns’ has also shown good traction on digital channels and social media. However, for mass reach, television remains the lead medium. “For our category, it is critical to activate marketing campaigns with an integrated 360-degree approach, and hence BTL consumer and trade activations become important. We see this trend continuing, and so we place more and more impetus on the digital front,” said Madhavan. 

TVS Eurogrip has also introduced racing tyres, which help test new technologies under severe conditions. As part of its branding, the company powered the MMSC Motorcycle Endurance Race 2021. At the event, TVS Eurogrip showcased world-class products with cutting-edge technology for today’s new-age bikers. 

Sports have been an excellent platform for companies to reach out to targeted audiences in India, and no sport can beat cricket. Recently, TVS Eurogrip joined hands with Chennai Super Kings as ‘Principal Sponsor’ for the next three years. TVS Eurogrip logo will be seen on the front of the official yellow jersey of the team for the 2022-2024 seasons. “We strongly believe the jersey branding and sponsorship will increase awareness and recognition for our Eurogrip brand name and visual identity. We look forward to co-creating exciting experiences for trade and our customers with this association. We are confident that this partnership will benefit brand TVS Eurogrip in the busy IPL environment,” said the TVS Eurogrip executive.

Leading tyre-retreading machinery maker Marangoni has unveiled a new strategic sustainability strategy for 2025–2027 that reaffirms its social and environmental pledges.

In order to direct and oversee its ESG (Environmental, Social, Governance) initiatives during the ensuing three years, the tyre retreading expert has voluntarily created a targeted action framework. The framework is in line with the 17 Sustainable Development Goals (SDGs) of the UN's 2030 Agenda. Marangoni claims that the plan was implemented in accordance with globally accepted standards, such as AccountAbility 1000 and the Global Reporting Initiative (GRI) guidelines, and that it is meant to function as a monitoring tool to periodically assess the company's progress as well as a guide for action.

The company has identified 17 specific initiatives as part of this strategy. These were established after a materiality study that took into account input from external stakeholders as well as internal input. Each of the 17 initiatives is built around three core pillars, namely supporting the ecological transition, integrating ESG principles into corporate governance and ensuring a safe, stimulating and inclusive work environment. The result is a ‘balanced approach’ reflecting management’s priorities and stakeholder expectations, said the company.

Trelleborg Group has finalised the purchase of National Gummi AB from the Swedish industrial group National through its Trelleborg Industrial Solutions business unit.

Extruded rubber profiles and gaskets for specialised industrial, automotive and construction applications make up the company offering. Mostly in Northern Europe, sales in 2024 were little over SEK 150 million. The production facility is situated in Halmstad, Sweden. The acquisition is in line with Trelleborg's plan to establish dominant positions in desirable markets. This deal excludes National's activities outside of extruded rubber profiles and gaskets, which will continue to be a part of the National group.

Jean-Paul Mindermann, Business Area President, Trelleborg Industrial Solutions, said, “This is an exciting addition to our portfolio. National has specialist capabilities and knowhow which will allow us to broaden our value-adding offering to customers across Europe.”

BKT has expanded its AGRIMAX range of agricultural tyres with the launch of AGRIMAX SPARGO SB, a new steel-belted version. The new tyre is aimed at row crop, vineyard and orchard operations to meet the specific challenges of farming environments where steep terrain, narrow row spacing and muddy conditions require precision and reliability.

The new tyre, which builds on the AGRIMAX SPARGO row crop tyre, has VF (Very High Flexion) technology, which enables it to bear the same load at lower inflation pressure. This helps to improve handling and comfort while reducing soil compaction. Steel belts improve the tyre's resilience to punctures, lessening the possibility of downtime and damage from sharp objects. At faster speeds, it also enhances riding accuracy. The polyester casing and steel belts work together to distribute stress evenly throughout the tyre, preventing uneven wear and extending tread life. By reducing vibration, a revised sidewall enhances riding comfort even further, which is especially useful for precise spraying operations.

The tread pattern of the AGRIMAX SPARGO SB is more open and higher than that of its predecessor since it has a deeper tread and smaller lugs. With a D-class speed rating that permits travel at up to 65 kmph, this design seeks to enhance road handling. Smoother transitions between field and road are made possible by the tyre's dual-layer mud ejection mechanism, which rapidly removes debris from the tread.

Dilip Vaidya, Senior President & Director Technology, BKT, said, "In the case of the AGRIMAX SPARGO SB, we have paid special attention to the casing design by using a strong polyester structure that offers greater strength, flexibility and durability than traditional materials. This choice enables the tyre to handle heavy loads while keeping deformation under control, improving the footprint and thus traction, stability and handling."

TBC Corporation, a joint venture between Michelin and Sumitomo Corporation, has entered into an agreement to divest its Midas franchise portfolio to Mavis Tire Express Service Corp., which operates a tyre retail chain across the United States.

The deal is expected to be finalised in the first quarter of the fiscal year 2025, subject to the approval of the competent authorities. This deal is a component of TBC's ongoing reorganisation, which intends to concentrate management resources on its core operations.

According to a statement issued by Michelin, “TBC distributes tyres and provides automotive repair and maintenance services in the US, Mexico and Canada. TBC identifies wholesale, distribution and Big O Tires, tyre retail focused franchise portfolio under TBC, as core businesses, leveraging an industry-leading network and scale, whereas Midas activity mostly relies on retail automotive services. The operation will enable TBC to focus on driving accelerated growth and value in its core businesses. It is also an opportunity for Michelin and Mavis to support and reinforce their commercial agreement.”