Bengaluru-headquartered engineering and R&D (ER&D) company L&T Technology Services (LTTS) has been working behind the scenes with a wide-variety of industries globally as well as in India; among them the transportation vertical is a key contributor, which also includes the automotive and tyre industry.

The tyre industry, which for long has been seen working silos, is now increasingly embracing digitalisation and external support for accelerated growth.

In an interaction with Tyre Trends, Shailendra Shrivastava, Chief Segment Officer, Mobility at L&T Technology Services, shared, “The integration of research, development, innovation and technology is set to revolutionise the tyre industry, ushering in an era of digital transformation that extends beyond traditional manufacturing.”

He believes that by leveraging digital tools, tyre makers can gather and analyse data from major fleet owners, which enables them to take more informed manufacturing decisions and strategic production planning.

PARTNERSHIPS PLAY A CRUCIAL ROLE

It is no secret that the automotive industry right now is undergoing an evolution, what’s with alternative fuels, digitalisation, artificial intelligence (AI), machine learning (ML), consumer demand or fast-evolving regulatory framework.

LTTS shared that ER&D companies are increasingly playing a pivotal role in the digital transformation of tyre OEMs, both in India and on a global scale. These partnerships are driven by the relentless advancement in technology and competitive market.

It is not just about development of tyres but also overhauling the manufacturing and other processes.

“Engineering firms provide tyre manufacturers with cutting-edge solutions such as smart manufacturing processes, IoT integrations and predictive analytics. These collaborations help tyre OEMs to enhance their operational efficiency, reduce costs and innovate their product offerings. This alliance is not just about keeping pace with industry trends; it’s about setting the trajectory for future innovation and ensuring that tyre companies are well equipped to meet evolving consumer demands and regulatory requirements,” explained Shrivastava.

KEY TRENDS RESHAPING THE TYRE INDUSTRY

In both automotive and non-automotive industries, such as agriculture, construction and material handling, tyres play a crucial role in ensuring efficiency, safety and performance. According to Shrivastava, one of the biggest shifts in the industry is the integration of technology.

He outlined the key trends witnessed:

Smart tyres: Technology integration in tyres is on the rise. Smart tyres equipped with sensors, monitor tyre pressure, temperature and tread wear provide real-time data to enhance safety and performance. Tyre companies are progressively leveraging this data to enhance customer engagement through their proprietary applications.

Electrification: With the growing focus on electric vehicles (EVs) and their increased weight due to batteries, there is a greater emphasis on designing tyres that reduce rolling resistance, minimise road noise and improve driving distance. EV tyres also need to be more durable to withstand wear and tear.

Safety: As safety becomes a priority, there is a demand for tyres with advanced features, including improved wet-condition grip, better braking performance and superior durability.

Sustainability: The demand for sustainable materials and tyres designed to reduce rolling resistance is growing. This trend improves fuel efficiency and reduces carbon emissions.

Customisation: Consumers are showing interest in customisable tyres with unique tread patterns and sidewall designs that allow for personalisation.

Retreading & recycling: The practice of retreading tyres is gaining popularity as a cost-effective and environmentally friendly alternative to complete tyre replacement; this is also particularly significant for commercial fleet operators.

When it comes to demand trends, while there are differences between India customers and other countries, there are trends converging in the tyre industry.

“In India, consumers have traditionally prioritised cost-effectiveness and durability due to challenging road conditions and economic factors. Conversely, in other global markets, emphasis has often been placed on performance, technology integration and environmental sustainability. However, with the rapid globalisation and exposure to international standards, Indian consumers are beginning to demand more sophisticated features. This shift is fostering a convergence of consumer expectations, as companies are now striving to balance affordability with cutting-edge technology and eco-friendly options, creating a more universal demand across various regions,” alluded Shrivastava.

Despite some commonalities, there are some key differences in the markets:

Price sensitivity: Indian consumers tend to be more price-sensitive, leading to a higher demand for budget-friendly tyres.

Durability: Due to challenging road conditions, Indian consumers prioritise durable tyres that can withstand Indian roads and rough terrains.

Replacement market dominance: In India, the replacement tyre market dominates, comprising about 56 percent of total volume, unlike developed markets with balanced demand between OEM and replacement tyres.

Fuel-efficient tyres: While globally there is interest in eco-friendly tyres, this trend is more pronounced in developed markets due to stricter environmental regulations.

Brand loyalty: Brand loyalty is stronger in developed markets. In India, consumers prioritise value for money and are open to trying new brands.

While the differences in the trends remain, as the Indian tyre industry becomes more tech-advanced, we will see more convergence between the developed and emerging markets.

TESTING, DESIGNING & VALIDATION

ER&D companies like LTTS mostly work behind the scenes and most of their work revolve around co-creating Intellectual Property Rights (IPR) with their clients.

The company also provides polymer engineering innovation, wherein it enables enhancement of performance, safety and sustainability with lightweight, durable and recyclable materials.

LTTS supports tyre manufacturers worldwide by leveraging advanced composites, 3D printing and high-performance thermoplastics, which helps clients address environmental concerns and cost challenges, driving smarter, more efficient and sustainable transportation solutions.

“We provide AI/ML-based applications, reverse engineering services, embedded sensor solutions and support for advanced manufacturing. Our expertise spans areas like digital twin technology, 3D scanning and IoT integration.

“LTTS focuses on several critical areas, including AI/ML for efficiency, which optimises tyre development and reducing material wastage. Reverse engineering allows for analysing tread patterns and compositions for improvements. Embedded systems & IoT for enabling smart tyres with real-time monitoring capabilities. Manufacturing support to bring efficiency in tyre production plants. Augmented reality and mobile applications to drive digital transformation in the tyre industry.

“By integrating AI, ML and IoT with traditional engineering, we help raise industry standards while prioritising sustainability and efficiency,” said the executive.

SENSOR-BASED TYRE TECH & EMISSIONS

Smart tyres are no longer a work of fiction but a promising technology that is set to see significant uptick in various segments in the coming years. It’s no secret that tyre makers and even start-ups alike are investing heavily to bring smart tyres that not only indicate the tyre pressure but also various parameters to improve vehicle performance, fuel efficiency and safety.

A report by SNS Insider estimates that the automotive smart tyre market size was valued at USD 90.90 billion in 2023 and expected to grow with a CAGR of 8.60 percent from 2024 to 2032. Through the year 2032, it is likely to reach around USD 206.39 billion, promoted by the expanding applications in terms of several automotive segments.

This will also be due to the emergence of more sensors and connected vehicle technology.

Shrivastava said, “Advanced sensors are revolutionising the tyre industry by offering a higher degree of customisation, fundamentally changing how performance and safety are approached. At the forefront of this transformation is enhanced safety: sensors now monitor tyre pressure, temperature and tread wear in real-time, preventing accidents by alerting drivers to potential issues before they escalate. Furthermore, improved performance is achieved as real-time feedback from these sensors optimises the Anti-lock Braking System (ABS) and traction control, resulting in a smoother driving experience. Predictive maintenance is another benefit, with sensors anticipating maintenance needs, thereby reducing both downtime and costs, which is especially advantageous for commercial fleets. Additionally, from a sustainability perspective, smart technologies support the design of more efficient and longer-lasting tyres, reducing waste and enhancing fuel efficiency.”

Furthermore, electrification and alternative fuels at the forefront for the automotive industry also means tyre makers are expected to further cut down on emissions, especially tyre emissions (particulate matter). This means the industry is looking not only for newer chemistries and eco-friendly materials but also the way tyres are designed, friction and recyclability.

As an ER&D partner for the automotive and tyre industry, LTTS stated that addressing particulate matter emissions and enhancing sustainability requires a comprehensive approach using several key strategies.

Firstly, the use of sustainable materials, such as renewable and bio-based materials like natural rubber and recycled components, becomes essential. Incorporating these materials not only reduces environmental impact but also supports the circular economy. Secondly, designing tyres with reduced rolling resistance improves fuel efficiency and minimises emissions, contributing significantly to sustainability efforts.

“Additionally, advanced manufacturing processes that incorporate energy-efficient production methods and reduce the use of toxic substances are critical in lowering the carbon footprint associated with tyre production. Lastly, the efficient development of tyres through Artificial Intelligence (AI) and Machine Learning (ML) optimises overall development efficiency and resource utilisation, thereby enhancing sustainability on multiple fronts. These strategies collectively form a robust framework for advancing tyre sustainability and mitigating environmental impacts. By focusing on these areas, the tyre industry can make significant strides towards sustainability and reducing its environmental footprint,” concluded an optimistic Shrivastava.

Discount Tire has earned a prominent position on Glassdoor's Best Places To Work 2026 list, ranking 14th in Consumer Services and within the top 100 US employers. This distinction is awarded to organisations with over 1,000 employee reviews on Glassdoor and a minimum rating of 3.5. For the Scottsdale-based retailer, with more than 1,250 locations nationally, the honour underscores a long-standing commitment to its workforce.

The company cultivates a people-first culture for its over 30,000 employees by providing substantial career growth, thorough training, leadership development and competitive benefits. This philosophy, centred on serving others and empowering personal goals, previously earned Discount Tire top Glassdoor rankings from 2018 through 2021. The latest recognition reaffirms its status as an employer dedicated to fostering a supportive and progressive workplace.

Dean Muglia, Chief Executive Officer, said, "We treat our people like family. We're honoured to be recognised by both current and former employees and Glassdoor as a best place to work. We strive every day to deliver the most inviting, easy and safe experience possible for our people and our customers."

Michael Zuieback, Executive Chairman, said, "Through six and a half decades of growth, our primary commitments have stayed true: We want to take care of people and help make more dreams come true.”

Radar Tyres has entered a significant, multi-year global partnership with Cricket South Africa, a strategic move to build its brand within a sport enjoyed by a worldwide audience. This alliance grants the company headline sponsorship for the Proteas Men’s and Women’s T20 International sides, alongside associate partnership status for their ODI and Test matches. Radar will also be the headline partner for South Africa’s Under-19 national teams.

The collaboration provides substantial visibility, featuring exclusive logo placement on both match and training kits, with the new T20I apparel already unveiled. For Radar, this investment is a key step in leveraging high-profile platforms to enhance global brand recognition, all while maintaining its commitment to providing high-quality, value-driven tyre products.

G S Sareen, President and CEO, Omni United, said, "Becoming the Global Partner of the Proteas marks a significant milestone in Radar Tyres' global brand journey and reflects our belief in sport as a powerful platform to build brand equity, strengthen dealer support, enhance trust and credibility and connect with households worldwide. Through this partnership, we are able to engage with cricket fans both locally and globally while reinforcing Radar Tyres' as a reliable, performance-driven brand committed to delivering premium-performance at an accessible price point."

Pholetsi Moseki, Chief Executive Officer, CSA, said, "CSA is extremely proud to partner with Radar Tyres, an organisation that shares our values and commitment to excellence. This partnership is a significant milestone, securing support not only for our senior teams but for our junior teams as well. This partnership reflects our deliberate approach to working with like-minded organisations, guided by a long-term vision of developing the game, supporting our players and delivering memorable experiences for fans. Radar Tyres' support also reinforces CSA's commitment to excellence and inclusion, strengthening our ability to drive high performance across all levels."

For the second consecutive year, the Alliance for the Future of Tyres (AZuR) has been shortlisted for the German Award for Sustainability Projects, following its 2025 win. This renewed nomination underscores the jury’s recognition of AZuR as a pioneering force in sustainability, particularly for its dedicated efforts to advance tyre retreading as a core component of a circular economy. The 2026 award ceremony will be held under the patronage of Brigitte Zypries on 17 September in Berlin.

AZuR’s multifaceted initiative extends well beyond theoretical advocacy. Its work gained significant international attention with the Retreading Summit, held in September 2025 at KRONE Trailer in Werlte. This event convened experts from industry, politics, academia and media for two days of intensive dialogue on the potential, challenges and necessary policy frameworks for tyre modernisation, leading to the launch of concrete action plans. Furthermore, the alliance drives progress through strategic communications and direct support for flagship projects, such as the new passenger car tyre retreading facility established by Rigdon in Pfaffenhofen.

Central to AZuR’s mission is transforming public perception by demonstrating that worn tyres are valuable resources, not waste. Through ongoing awareness campaigns, it highlights the substantial ecological and economic benefits of retreaded tyres, which can be refurbished multiple times to conserve raw materials, reduce climate impact and offer cost-effective solutions. The German Award for Sustainability Projects, judged by a panel chaired by Prof Dr Claudia Kemfert of DIW Berlin, evaluates entries based on their innovation, impact and relevance to a sustainable future. AZuR’s repeated shortlisting affirms that its model for a tyre circular economy is a replicable and exemplary system with groundbreaking potential.

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.