With a series of new product launches aimed at meeting diverse needs, CEAT aims to target new set of customers who are looking beyond just cost.

Mumbai-based RPG Group’s flagship company CEAT, one of India’s most recognisable tyre brands, is at the cusp of a transformation. From being known for durability and value-for-money tyres, the company is repositioning itself as a technology and sustainability leader – offering products that don’t just meet performance benchmarks but also embody environmental responsibility.

The company recently launched SecuraDrive CIRCL, a limited-edition road-ready tyre with up to 90 percent sustainable materials. This feat makes the company one of the few global players to have introduced sustainable tyre that is just not a concept but a ground reality.

For CEAT, the immediate priority is to educate consumers about sustainable tyres. With the launch of the SecuraDrive CIRCL, available in limited numbers (264 tyres), it is taking a deliberate step to spark conversations around eco-conscious choices.

Lakshmi Narayanan B, Chief Marketing Officer, CEAT Tyres, told Tyre Trends, “The first piece is customers becoming aware. This isn’t just a conceptual product – it absolutely matches the performance of a conventional tyre. The idea is to give consumers a clear-cut option and an opportunity to buy into the philosophy of sustainability.”

The company has introduced two variants for the CIRCL range – Circle 50 (50 percent sustainable content) and Circle 90 (90 percent sustainable content). The limited-edition approach, according to CEAT, is intentional. “We want consumers to make a conscious choice to understand the value of sustainability in a product they use daily,” he added.

The focus, then, is not only on selling a product but on creating a new mindset. As Lakshmi Narayanan B put it: “This is as much a product story as it is a brand story. We want consumers buying into it for the right reasons.”

FROM CONCEPT TO MANUFACTURING REALITY

While many companies experiment with prototypes or pilot runs, CEAT insists that its CIRCL tyres are not small-scale experiments. Instead, they are proof of manufacturing readiness at scale.

“When you can make 264 tyres using 90 percent sustainable content, you have the capability to scale it up to any number,” said Lakshmi Narayanan B, pointing to the three years of dedicated work on CIRCL within CEAT’s broader five-year innovation journey. “This is not a pilot run – it’s literally scale manufacturing. What you see today is the outcome of years of work,” shared Lakshmi Narayanan B.

The company has also leveraged its past innovations – such as run-flat tyres and CALM technology – to strengthen manufacturing processes. “Each innovation adds capability. Whether it is sourcing sustainable materials or manufacturing in a new way, we’re now confident of handling such things at scale,” he explained.

For CEAT, scale is not just about numbers but about readiness. “We have proven that sustainability and performance can co-exist. And when consumer interest builds, we are absolutely ready to scale this into mainstream adoption,” Lakshmi Narayanan B added.

EMBEDDING SUSTAINABILITY ACROSS VALUE CHAIN

The tyre major recognises that sustainability cannot be restricted to a single product line – it must cut across the entire value chain. Renji Issac, Senior Vice President – R&D and Technology, CEAT Tyres, pointed out that CIRCL is only the beginning. “All the learnings from this programme will flow into circular product development, extended producer responsibility (EPR) and end-of-life tyre management. Sustainability doesn’t stop at manufacturing – it extends to what happens after the product’s lifecycle,” said Issac.

This approach also means working closely with suppliers, including MSMEs and startups, to adopt new processes and materials. “Initially there was resistance; why should they change (suppliers)? But over time, they have seen the opportunity. Today, our entire supplier ecosystem is committing to our sustainability goals. It’s a challenge but also a transformation,” averred Lakshmi Narayanan B.

Issac added that part of CEAT’s role has been to handhold startups developing new materials, helping them scale their innovations into market-ready solutions. “Some of these materials come from startups, and it’s not just about us developing the product. We are helping them bring their products to market,” he explained.

This ecosystem development is crucial because CEAT believes that innovation is only as strong as its supply chain. “It’s not only about what we make in-house but how the entire chain contributes to sustainability,” said Lakshmi Narayanan B.

A STRUCTURED FIVE-YEAR ROADMAP

Looking ahead, CEAT is guided by a five-year roadmap that balances near-term launches with long-term capability building.

Issac explained that CEAT has developed “a very firm two-year plan on products that will hit the market. Beyond that, the next three years are about developing enabling technologies. For every product roadmap, there’s also a technology roadmap and a capability roadmap. This ensures we’re not just reacting to the market but anticipating it.”

This structured approach allows CEAT to introduce innovations faster while preparing for regulatory and consumer shifts globally.

Lakshmi Narayanan B stressed that the company wants to stay ahead of the curve. “Our intent is to be proactive, not reactive. Whether it’s a current trend or a future wave, we want to be in the right place at the right time,” he said.

The roadmap is part of CEAT’s larger R&D strategy, which has already delivered multiple first-to-market products in recent times. “Run-flat tyres, 21-inch ZR rated tyres, CALM technology and now the sustainable tyre – all of these are stepping stones in our long-term direction,” Lakshmi Narayanan B explained.

GLOBAL RELEVANCE WITH INDIAN CONSUMER FOCUS

Although CEAT operates in global markets, the company deliberately chose India as the first market for CIRCL. The rationale is clear: while European demand is often regulation-led, CEAT sees India as a consumer-driven opportunity.

“In Europe, sustainability is often about regulation. In India, we want it to be a conscious consumer choice. That’s why we launched here first – we know Indian consumers are asking these questions, especially EV owners and younger buyers. It’s an early adopter segment, but it will grow,” shared Lakshmi Narayanan B.

The CIRCL tyres will initially be available in 8–10 metros, targeting discerning consumers with compact SUVs and EVs. The company acknowledges that the products come at a premium but insists the value proposition lies in sustainability with uncompromised performance. “The promise is clear: sustainability and performance equal to any conventional tyre,” Lakshmi Narayanan B emphasised.

Looking forward, the company believes the CIRCL project positions it strongly for future regulatory shifts worldwide. “With capabilities like this, we can leapfrog in global markets when the time comes,” Lakshmi Narayanan B noted.

From CIRCL’s limited-edition launch to a broader five-year innovation pipeline, CEAT’s future focus revolves around three pillars:

1. Consumer-first sustainability – creating awareness and demand among discerning buyers, particularly EV owners.

2. Ecosystem transformation – enabling suppliers, startups and partners to align with CEAT’s sustainability vision.

3. Structured innovation roadmap – delivering near-term product launches while building long-term capabilities.

As Issac summed it up: “A sustainable tyre is also a low rolling resistance tyre. There’s no conflict between sustainability and performance. In fact, they move in the same direction.”

“It’s a long game, but we’re happy to take the first step. Future is always bright,” concluded Lakshmi Narayanan B.

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Seasoned tyre industry executive Manish Maharaj has embarked on a new professional chapter, joining Balkrishna Industries Ltd (BKT Tires) in a senior leadership capacity after a distinguished 11-year tenure with Apollo Tyres Ltd.

In his new role at BKT Tires, Maharaj has been appointed General Manager and Head of Business Finance, where he will focus on enhancing financial strategy, driving performance-driven growth, and building scalable systems to support BKT’s global expansion ambitions.

“I am thrilled to begin a new chapter with BKT Tires,” said Maharaj.

Maharaj’s career at Apollo spanned multiple strategic roles in one of the world’s leading tyre manufacturers, most recently serving as Regional Chief Financial Officer for South East Asia, the Middle East and Africa, and later as Business Head for South East Asia. In these capacities, he led multi-market commercial and financial operations, driving robust business performance across diverse cultural and economic environments.

At Apollo, Maharaj was responsible for charting growth strategies in fast-evolving markets, strengthening distributor partnerships, and reinforcing brand positioning across key ASEAN economies. His leadership coincided with initiatives to expand premium brand presence in Thailand, Malaysia, Philippines & South Korea and foster deeper retail engagement across the ASEAN region.

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Anyline, a prominent provider of AI-driven mobile tyre inspection technology, is entering a new phase of growth under a new leadership structure. Christoph Braunsberger has been appointed Chief Executive Officer, assuming the role immediately. He succeeds Co-Founder Lukas Kinigadner, who will now serve as Chief Revenue Officer, concentrating on worldwide sales growth, partnership development and expanding the company's global customer base.

Braunsberger originally joined the company in 2019 as Chief Financial Officer and Managing Director. His extensive background in finance, strategy consulting and investment banking, including prior experience at PwC, equipped him to establish the operational foundations necessary for international scaling. He was instrumental in leading the company's expansion into the United States, overseeing significant funding initiatives, and serving as President of its North American operations.

This executive transition occurs as the company experiences rapidly accelerating enterprise adoption across multiple sectors. Logistics, manufacturing, retail and the public sector are all key markets, with the automotive industry representing a particularly strong growth area. The proven industrial scalability of the technology is demonstrated by a recent milestone of 100 million tyre scans conducted globally. This achievement reinforces the robustness of the computer vision platform, which is designed to address a wide spectrum of visual inspection and data capture needs for large-scale commercial and industrial clients. The leadership change is designed to sharpen the company's focus on an AI-centric operational approach, leveraging its current commercial momentum and broadening application across diverse industries.

Lukas Kinigadner, Co-Founder and Chief Revenue Officer, Anyline, said, “This leadership transition reflects where Anyline is today. Our AI platform has achieved clear product-market fit across industries, with strong and accelerating traction in automotive. The company is on a clear path towards profitable growth. Christoph is the right CEO for this phase, and I’m excited to concentrate fully on driving revenue, partnerships and customer impact.”

Braunsberger said, “Anyline’s AI is already delivering real-world impact at scale. My focus is on building on that momentum – strengthening our operating model, scaling efficiently and deepening collaboration with customers and partners as global AI adoption accelerates.”

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A new phase of strategic collaboration has begun between FARREL POMINI of the HF GROUP and WF RECYCLE-TECH, following the acquisition of a majority stake by the former. Headquartered in the UK, WF RECYCLE-TECH has developed a unique, patented pyrolysis process for transforming end-of-life tyres into valuable materials like recovered carbon black and oil. A central component of this system is FARREL POMINI's own Farrel Continuous Mixer (FCM), which efficiently processes tyres for both mechanical and chemical recycling.

This deepened partnership, building upon a minority investment made in 2021, is designed to rapidly expand the global commercialisation of this sustainable technology. The move solidifies FARREL POMINI’s commitment to pioneering circular economy solutions for the rubber and plastics sectors worldwide. By enabling greater global support and accelerating adoption, this milestone underscores the aligned vision of all involved organisations to drive innovation in sustainable industrial practices.

Paul Lloyd, President, Farrel Corporation, said, “We are delighted to deepen our partnership with WF RECYCLE-TECH and take this important step toward further commercialisation of their proven pyrolysis system. This acquisition aligns with our long-term strategy to support sustainable solutions that address global challenges.”

Jo Dennis, Managing Director, WF RECYCLE-TECH, said, “We are very pleased to become majority-owned by FARREL POMINI and HF GROUP. Being part of the HF GROUP organisation allows us to leverage a strong global support network, deep technical expertise and long-term investment commitment. This partnership significantly strengthens our ability to scale our pyrolysis system and deliver solutions to customers around the world.”

Ian Wilson, Co-CEO, HF GROUP, said, “This acquisition reflects HF GROUP’s strategic focus on enabling technologies that drive sustainable industrial growth. By combining WF RECYCLE-TECH’s patented pyrolysis process with FARREL POMINI’s technology expertise and HF GROUP’s global infrastructure, we are creating a powerful platform to address the worldwide challenge of end-of-life tyre recycling.”

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In a strategic expansion of its global footprint, Bekaert has agreed to acquire Bridgestone’s tyre reinforcement operations in China and Thailand, encompassing the tyre cord production facilities in China (Bridgestone (Shenyang) Steel Cord Co., Ltd) and Thailand (Bridgestone Metalpha (Thailand) Co. Ltd.). This move significantly strengthens the market leadership of Bekaert’s Rubber Reinforcement division, its largest business unit, which has led the global tyre cord sector for decades. The acquisition, set for completion in the first half of 2026 pending regulatory approvals, is a continuation of the division's proven strategy in integrating the captive production of major global accounts.

This transaction reinforces the enduring strategic partnership between Bekaert and Bridgestone, a leading tyre manufacturer. As part of Bridgestone's mid-to-long term plan to boost competitiveness through collaboration, the deal includes a long-term supply agreement ensuring continued provision of high-quality tyre reinforcement. For Bekaert, the integration of these two established production facilities enhances its manufacturing presence and solidifies its position in the tyre cord market.

Financially, the acquisition is projected to contribute approximately EUR 80 million in annual consolidated sales for Bekaert. The purchase involves a cash consideration of EUR 60 million, which will be drawn from the company's existing cash reserves. By securing these key assets and a lasting supply partnership, Bekaert not only expands its operational scale but also deepens its trusted supplier relationship with a pivotal global account.

Yves Kerstens, CEO, Bekaert, said, “Bekaert and Bridgestone share a longstanding strategic partnership built on mutual trust and collaboration. When the transaction closes, we are delighted to welcome the plant teams to Bekaert and remain committed to joint growth and innovation with Bridgestone. The acquisition is also a clear signal of strengthening our global leadership position in the tyre reinforcement industry.”

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