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.

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Hankook Tire concluded Round 2 of the 2026 FIA World Rally Championship, Rally Sweden, on 15 February in the Umeå region, where its Winter i*Pike SR10W tyre was put to the ultimate test. As the championship’s sole rally tyre supplier, Hankook equipped all competing crews with this dedicated winter tyre, which features specially engineered ice-rally stud pins. Designed to conquer the most severe icy environments, its asymmetric tread pattern works in tandem with the studs to provide exceptional grip, powerful braking and unwavering high-speed stability on frozen surfaces.

Rally Sweden, first held in 1950, is unique on the calendar as the only event contested entirely on snow and ice. Crews were challenged by 18 special stages covering around 300 kilometres, with competition intensified by speeds reaching up to 200 kmph and rapid temperature fluctuations. These punishing conditions demanded precise car control, reliable tyre traction and steadfast braking performance, making the choice of the Winter i*Pike SR10W critical for success.

Following a fierce contest, Toyota GAZOO Racing’s Elfyn Evans and co-driver Scott Martin claimed victory by a margin of 14.3 seconds, securing their second consecutive win in Sweden. Having also finished second in the season opener at Rallye Monte-Carlo, this result propelled the pairing to the top of the championship standings with 60 points.

The WRC now turns its attention to the formidable Safari Rally Kenya, scheduled for 12 to 15 March 2026 near Naivasha. This event is renowned as one of the most gruelling on the circuit, where crews must navigate extreme heat, mud from heavy rainfall and rapidly changing weather.

Hankook’s commitment to the sport extends beyond event supply. The company continues to refine its high-performance rally technology through intensive collaboration with the FIA and major automotive manufacturers, having completed over 2,000 kilometres of real-vehicle testing across eight countries. With its exclusive tyre supply agreement for all WRC classes covering the 2025 to 2027 seasons, Hankook is reinforcing its premium brand identity and solidifying its leadership in motorsport engineering.

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Ecolomondo Corporation, a leading Canadian innovator in sustainable scrap tyre recycling technology, has appointed Craft Capital Management, LLC as its strategic investment banking advisor. This partnership is designed to bolster Ecolomondo’s capital markets strategy, with a focus on financing initiatives and a planned uplisting to the NASDAQ. Securing this position is a key step for the company to obtain the necessary capital for its global expansion.

Eliot Sorella, Ecolomondo’s Executive Chairman, highlighted that Craft Capital’s successful history of providing capital solutions is well-aligned with the company's goal to scale up as a major supplier of recovered carbon black and tyre pyrolysis oil. These materials are produced using Ecolomondo’s proprietary Thermal Decomposition Process. As worldwide demand for circular and sustainable materials grows, this advisory engagement is seen as a vital move to advance the company's market position and support its next growth phase.

Craft Capital, a full-service brokerage firm with over a century of combined financial experience, offers customised investment banking services and connects clients to a broad network of family offices and institutional investors.

Sorella said, “Craft Capital’s proven track record in delivering capital solutions aligns strongly with our strategy to scale as a leading producer of recovered carbon black (rCB) and tyre pyrolysis oil (TPO) using Ecolomondo’s proprietary Thermal Decomposition Process (TDP). As global industries accelerate their transition towards circular and sustainable materials, this engagement is an important step in advancing our capital markets strategy and supporting our next phase of growth.”

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Continental is set to make a significant impact at the upcoming Tire Technology Expo in Hannover with a strong presence at the technical conference scheduled for 3 March 2026. The company will kick off the event with a major presentation centred on the evolution of tyre technologies designed to meet the demands of autonomous driving. Dr Andreas Topp, who leads Platform Development and Industrialisation for passenger car tyres at Continental, will illustrate how the vision of autonomous vehicles is transitioning into everyday reality and how the tyre manufacturer is proactively developing innovative solutions to support this shift.

In addition to the opening session, Continental experts will deliver three further presentations, each addressing critical areas of tyre science and environmental regulation. One of these will explore the use of recovered carbon black derived from end-of-life tyres as a filler material. Professor Jorge Lacayo-Pineda, a specialist in materials evaluation, will delve into the complexities of identifying this material within vulcanised rubber compounds. Recovered carbon black, primarily obtained through pyrolysis, represents a milestone as the first industrially scalable filler sourced from discarded tyres. It is not considered a direct substitute for conventional carbon black but rather a distinct category of filler due to its unique composition, which includes carbon residues and a specific thermal background. Professor Lacayo-Pineda will examine the technological and regulatory possibilities that arise from detecting this material in new tyre compounds, focusing on reliable identification techniques such as electron microscopy and molecular spectroscopy.

Another key presentation will broaden the conversation around tyre emissions. Dr Frank Schmerwitz, a senior test engineer specialising in tyre wear, will address the limitations of current discussions that predominantly focus on tyre and road wear particles. He will highlight additional pathways of mass loss that are not captured by conventional measurements. His talk will consider the release of nanoparticles, the persistence of wear residue on road surfaces and the chemical degradation of this material due to environmental factors like oxygen and ultraviolet light, aiming for a more complete scientific picture.

The final presentation will tackle the complexities of modern tyre development in the context of new regulatory frameworks. Dr Pavel Ignatyev, an expert in rubber friction and wear physics, will discuss how the introduction of standardised abrasion limits and measurement methods under the Euro 7 regulation is reshaping innovation in the industry. He will explain the various parameters influencing tyre wear and how they interact with these new requirements. Through simplified models, he intends to demonstrate the intricate nature of tyre wear and outline the collective challenges that remain for the industry, emphasising that a deep understanding of these dynamics is crucial for translating regulatory mandates into effective technological advancements.

Dr Topp said, “The future of self-driving vehicles has begun. We are developing tyre technologies and products that meet the unique technical requirements of these vehicles. This includes topics such as interaction with smart vehicle dynamic controls, optimised fleet operations and tailored solutions for specific use profiles.”

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The concluding day of 2026 F1 Pre-Season Testing at the Bahrain International Circuit saw Charles Leclerc set the overall fastest lap of the entire six-day programme. The Ferrari driver delivered a time of 1:31.992s on the C4 compound Pirelli tyres during the final hour of running, improving by eight-tenths of a second on the previous benchmark established by Kimi Antonelli. This performance placed him ahead of Lando Norris in the McLaren, who recorded a 1:32.871s on the C3 tyre. Max Verstappen and George Russell followed, with times of 1:33.109s and 1:33.197s, respectively, both also set on the C3 compound. Notably, none surpassed Leclerc's own leading time on that particular compound, a 1:32.655s. Pierre Gasly rounded out the top times, utilising the softest C5 tyres to post a 1:33.421s.

The C5 compound saw limited use on the final day, employed only by Alpine and Williams for short-run simulations. Aston Martin, despite having the tyre available, opted not to run it and instead completed just six laps on C3s before their session was curtailed. In contrast, teams focused on different aspects of performance. Gabriel Bortoleto and Arvin Lindblad set the pace on the harder C1 and C2 compounds, respectively. The day was also notable for the absence of several drivers, including Fernando Alonso, Lewis Hamilton and Alex Albon, who did not participate in any track action.

Beyond outright speed, teams dedicated significant effort to long-distance evaluation. Gabriel Bortoleto completed 25 laps on the C2 compound for Audi, while Esteban Ocon undertook 24 laps on C1s for Haas. Ocon was also the sole driver to run intermediate tyres, completing four laps to assess front wing behaviour. Over the entire six-day test, a total of 41,366 kilometres were covered across all 11 teams, a distance exceeding the Earth's circumference. The C3 compound proved the most popular, accounting for 61 percent of all laps. In total, 591 sets of slick tyres were utilised throughout the pre-season, with 326 of those deployed in the final three days alone.

Mario Isola, Pirelli’s Motorsport Director, said, “The radical changes introduced to the cars have inevitably shifted the teams’ focus towards power units and aerodynamics rather than tyres over the last few days. The final stages of testing are usually dedicated to optimising the car-tyre package, but it is clear some teams haven’t reached that point yet. Generally speaking, track feedback has been consistent with our simulation expectations. Drivers were able to gain confidence with the entire Pirelli range through both performance trials and long runs, even using the C4 and C5 compounds which aren’t particularly suited to a circuit like Sakhir.

“Mechanical resistance appeared strong across all options, with no signs of graining or blistering. Degradation levels are almost certainly higher now than what we expect for the Bahrain race, when temperatures will be lower and cars more developed. A central theme this season will certainly be balancing temperatures between the axles, especially ahead of the first race in Melbourne. The lower loads of a street circuit might require more intensive tyre preparation or differentiated tyre blanket temperatures, particularly in qualifying. In any case, it will be interesting to discover in Australia how much teams have been ‘sandbagging’ their engine power to avoid showing their hand. We only have to wait a couple of weeks to see the true pecking order.”

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