After being selected as ATMA Chairman, Satish Sharma, President (APMEA) & Whole Time Director, Apollo Tyres, has big plans for the automotive and tyre industries, from enhancing exports to self-sufficiency in Indian rubber. He shares his views on collaborations in the tyre industry, the challenges of the sector and the problem of India being used as a dumping ground. Read on…

How have your priorities changed ever since being selected as the ATMA chairman?
I was the ATMA chairman even four years ago, and this is my second tenure. In terms of priorities, I want to pick up from where I left. At that point, we had started this whole journey of improving our exports. In fact, I was on record to say that the tyre industry could be the poster boy for the Indian government.

Looking back, I’m very happy to see that the exports have improved rather well. And this is just the beginning; we could do much more. Therefore, one priority is to see how we enhance our exports significantly from where we stand today.

The second priority is that a lot of regulations are on the anvil for the vehicles and the tyres as well. So my idea would be to engage with all the stakeholders and get them fast paced rather than going about it in a slow manner. Plus, I would like to get all views on board, optimise them for the industry, the government and different stakeholders and get them rolling, working towards a seamless transition for the regulations and betterment of all the stakeholders.

As for my third priority, it is the self-sufficiency point of the Indian rubber. The Indian rubber is a key priority of the commerce minister, Piyush Goyal, to narrow the gap between domestic demand-supply of natural rubber, which is around 35 to 40 percent. Hence, some of us have come together at his behest and have contributed in monetary terms to help the rubber board to do serious plantations in the potential of the North East. That corpus has been formed and one year of it has gone by. The acronym is NEMITRA. It is a collaboration between the tyre industry and the rubber board, under the aegis and direction of the commerce ministry. So we are very hopeful that the work we put in is going to yield results and India will be able to narrow this deficit between production and consumption.

Speaking of production and consumption, are you seeing a revival in demand?
The demand recovery for tyres is always an organically growing demand. If you look at the GDP of the country, it’s rather sectoral and a K-shaped recovery. Therefore, some sectors associated with infrastructure, e-commerce or the real estate sector, etc. are doing very well. However, at the same time, there is very steep inflation, and there is a possibility or worry that this inflation might destroy demand. The entire supply chain has to pass through this inflation and, finally, it has to be borne by the consumer. Whether the consumer reduces consumption or continues to consume at the rate at which he/she was before is a bit of a worry. But so far, the demand is holding on at a broader level.

OEMs are reviving as the chip shortage is getting under control. We are seeing CVs – a cyclical business – at the beginning of its upcycle, which is good news for them. In PVs, the supply chain issues are getting eased off. Plus, the tractor sector is also reviving; with a good monsoon forecast, the rural economy should come back – maybe not to the same level from two years ago, but still reasonably good.

With the current world situation, from the Covid pandemic to the Russia-Ukraine war to high inflation rates, do you think there is a need for more collaborations between tyre companies?
Collaborations have to be there, but they have to be very finely defined. Collaborations can always be on larger subjects like sustainability or raw materials, where research work can be done, resulting in collaboration. So these are areas where a deeper collaboration will help the industry. But it cannot be used to tackle inflation – that has to be left to market forces.

What are the present challenges you see in the tyre industry that need to be addressed?
The organic challenges include preparing ourselves for electrification and the changing regulatory framework. However, the key challenge for the Indian tyre industry right now is inflation. Our balance sheet sizes have halved over the last year. Moreover, the profitability has reduced significantly. There is a significant phase lag to the cost push. Therefore, these key challenges are what we really need to take care of in the short-term.

There has been a ban on Chinese tyres. How is this impacting the Indian tyre industry?
All global tyre companies that have come in India are now producing their tyres in the country. And therefore, it is self-sufficient as far as tyres are concerned. So technically, imports are not required to that extent, from that point of view.

The problem comes about when we are used as a dumping ground and the economic value of everything that has been put into place gets destroyed. And moreover, the promise we have for the Indian industry is getting short-changed. So that’s the argument.

I was telling my industry colleague, whose company is entering the US market, to not go the wrong way. But, in fact, to go, set up and position the Indian product and brand name the right way and to not spoil the market and get branded as the next cheap manufacturer after China. Because if one does it that way, then he/she is going to spoil it for everyone.

And, truth is, we can really do it the right way. We do have a cost arbitrage. Hence, we can give a more honest price internationally and give tier 1 quality at a tier 2 price. However, if one were to position oneself at the bottom of the barrel, then it will spoil everything.

What is happening to recycling and renewable sources to make tyres? How are things shaping up in India?
One regulation is on the anvil, which is the extended producer responsibility. It is in the draft stage and we are in discussion with the government. Fortunately, by the nature of our country, there is a self-recyclability of any and all products. Of course, this is in the unorganised segment, and we don’t talk or hear about it. But we have seen tyres being sold to make something as useful as slippers. So it finds its own value.

But there are no satellite pictures available in India showing dumps and dumps of used tyres lying anywhere; you will find that in the Middle East. But the government is organising this whole thing, and we have the extended producer responsibility coming – it will have a far higher recyclability and will focus more on renewable energy and getting green raw materials. Plus, it will prioritise the increase in the usage of recycled tyre parts.   

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Elkem ASA, a global leader in advanced silicon-based materials, has announced the appointment of Dag Teigland as its new Chief Executive Officer, effective 3 August 2026. The board’s decision coincides with the departure of Helge Aasen, who will step down after leading the company since 2009 to take on the role of Chairman of the Board.

Bringing more than two decades of industrial and investment expertise, Teigland currently serves as executive chairman of Tekna Holding ASA, a firm known for advanced metal powders. His career includes senior executive positions at Tinfos AS and Holta Invest AS, where he managed an active investment platform. Previously, he held multiple leadership roles at Elkem from 1998 to 2002, culminating as Managing Director for the chrome business area, providing him with direct familiarity with the company’s operations.

Marianne E Johnsen, Interim Chair of the Board of Elkem, said, “The Board is pleased to appoint Dag Teigland as CEO of Elkem. He brings deep industrial expertise and a proven track record of driving development and transformation. With his background spanning both international industrial operations and investment environments, Dag is well suited to lead Elkem into its next phase of growth and development.

“At the same time, the Board would like to thank Helge Aasen for his strong leadership and significant contribution to Elkem over many years. During his tenure, Elkem has strengthened its strategic position, expanded its global footprint and developed world-leading positions in silicon, ferrosilicon, foundry alloys and carbon solutions. Helge has also led Elkem through major portfolio and financing measures, including the divestment of the Silicones division. We are very pleased that he will continue to contribute to the company’s development as chairperson of the board.”

Teigland said, “It is a great honour to return to Elkem and take on the role of chief executive officer. Elkem is a company with a strong industrial heritage and a leading position within its respective segments. I look forward to working with the Board, the Elkem leadership team and colleagues worldwide to build on this foundation, accelerate sustainable growth, advance safety and innovation and ensure that Elkem continues to supply the strategic materials needed for a cleaner, smarter and more resilient future.”

Aasen said, “It has been a privilege to lead Elkem as CEO over the past 17 years. I am proud of what the organisation has accomplished during this period and confident that the company is well positioned for long-term, sustainable value creation. I look forward to continuing to support Elkem in my new role as chairperson of the board and to work closely with Dag in the transition.”

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German tier 1 supplier Continental has announced the sale of its ContiTech group sector to an affiliate of Lone Star Funds for EUR 4 billion. The transaction includes components of up to EUR 250 million dependent on performance.

Following the sale, Continental will sharpen its focus on tyre manufacturing. The transaction is expected to result in a cash inflow of approximately EUR 3.1 billion. Continental plans to use EUR 2.5 billion of these proceeds for a special dividend or a combination of a special dividend and share buybacks. Lone Star Funds will assume responsibility for all ContiTech business operations.

Sabrina Soussan, Chair of Continental’s Supervisory Board, said, “With the sale of ContiTech, the Supervisory Board approved the final step in Continental’s realignment. We are convinced that both companies will be better positioned to develop as independent businesses than as part of the same group. This strategic focus will make them both even stronger.”

Christian Kötz, CEO, Continental, said, “The sale of ContiTech not only marks the final step in our strategic realignment, but also the beginning of a new era as a pure-play tyre manufacturer. As announced, our shareholders will participate in the proceeds from the sale. We will also continue to improve our solid capital structure.”

Donald Quintin, CEO, Lone Star Funds, said, “ContiTech is a well-positioned industrial company with outstanding technological capabilities and extensive expertise in materials, making it one of the leading providers in its industries. We are convinced of ContiTech’s significant potential. As a global investor with a track record in the industrials sector, we look forward to working closely with the management team and employees around the world to further develop the business – through operational improvements and targeted investments in attractive growth markets.”

ContiTech reported sales of EUR 4.4 billion in the 2025 fiscal year and employs approximately 22,000 people. Its portfolio includes conveyor and drive systems, fluid management solutions, and damping and surface applications.

For Continental, the tyre business remains its core operation, supported by 19 tyre plants and 55,000 employees. Passenger-car tyre sales accounted for 77 percent of tyre revenue in 2025. The company’s realignment follows the spin-off of its Automotive sector in September 2025 and the sale of ContiTech’s Original Equipment Solutions business area in February 2026.

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European premium tyre brand Pirelli has acquired a 24.99 percent equity stake in RIDEsense, a start-up originating from the University of Naples Federico II and the MegaRide Group.

The agreement grants Pirelli a licence to use RIDEsense’s virtual sensor technology and includes an option for Pirelli to increase its holding to 100 percent of the company’s share capital.

The partnership aims to integrate Pirelli’s physical tyre sensors with RIDEsense’s virtual sensor algorithms. This integration is intended to expand the functionality of the Cyber Tyre ecosystem, particularly for ADAS and autonomous driving systems, by improving tyre and vehicle diagnostics and strengthening safety features such as aquaplaning detection.

The Pirelli Cyber Tyre system collects data from sensors embedded in tyres to transmit information to vehicle electronic systems in real time, supporting functions such as ABS, ESP and traction control. RIDEsense provides physics-based algorithms that model vehicle and tyre behaviour, available as software for electronic control units or as hardware through its Kymes platform.

Piero Misani, Chief Technical Officer, Pirelli, said, “More than 20 years ago, we embarked on the journey that led to the integration of data collection and transmission capabilities into tyres, giving rise to Cyber Tyre technology. Our agreement with RIDEsense will further expand the potential of this ecosystem by strengthening its software component, which lies at the very heart of Cyber Tyre.”

Flavio Farroni and Aleksandr Sakhnevych, Chief Executive Officers, RIDEsense, said, "This is a significant agreement for Italy. It brings together Italian research and industry to take a project that began more than ten years ago in Naples, within the Vehicle Dynamics Group at the University of Naples Federico II, and supported by the University's technology transfer structures, onto Pirelli's production lines. As mobility becomes increasingly connected, technologies capable of delivering greater safety, efficiency and driving quality are essential. This is the objective we share with Pirelli."

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The global tyre recycling sector currently navigates a volatile landscape where geo-political instability and logistical bottlenecks intersect with a surging demand for circular economy solutions. While conflict-driven shifts in raw material flows present procurement challenges, they simultaneously offer Indian recyclers a strategic opening to diversify sourcing from high-compliance markets like US and Europe. Despite rising operational costs, the industry’s pivot towards sustainable, high-quality outputs, supported by rigorous international certifications, remains a vital driver for India’s manufacturing and infrastructure resilience.

The global tyre recycling industry is currently witnessing a mix of disruption and opportunity, shaped by geo-political tensions, logistics constraints and evolving sustainability expectations. The ongoing conflict involving the Middle East, along with United States and Israel, is influencing raw material flows in a significant way.

“The Middle East is a big part where the raw material generation is quite high, which gives a better boost to the Indian industry with regards to the import of base tyres,” said General Manager for Cross Border Procurement and Supply Chain at Dashmesh Group, Vijay Rana.

At the same time, global metal availability remains high, creating a complex supply environment.

“So this is a very challenging time and we can say it is also an opportunity for Indian companies to explore new markets where they can secure more materials,” added Rana.

Key alternative sourcing regions include United States, Australia, Europe and United Kingdom, where scrap availability remains strong. However, these markets come with strict compliance requirements.

“In those countries, there are certain norms which have real importance to comply with. If the importer is compliant, then it is not a problem. In many cases, the importer is also the manufacturer and actual user of the raw material,” he explained.

Logistics continues to play a decisive role in the industry’s performance.

“Shipping lines and water transport contribute nearly 80 percent of import-export trade, while only about 20 percent depends on air freight,” said Rana.

Rising energy costs and geo-political uncertainties are driving up operational expenses.

“This is giving the cost on the higher side, which is making the Indian industry a little slow in giving its best contribution to the economy,” he noted.

STRONG CIRCULAR PUSH

Despite these pressures, tyre recycling remains a critical segment within India’s circular economy.

“This waste tyre recycling segment is a big segment in India, giving its best contribution to the circular economy,” Rana said.

The sector supports multiple product streams including rubber granules, tyre-derived oil and related outputs.

Certifications also play a vital role in accessing international markets, particularly in Europe. "In European countries, REACH compliance and certifications are very important because people give more importance to the environment as well as human safety,” he explained.

With required certifications in place, exports are not significantly constrained.

“We have all the certifications in hand, and based on that, we do not have any challenge exporting our products to those countries,” Rana added.

Dashmesh Group has built a strong legacy in the rubber recycling industry since its founding in 2005. From its beginnings as a tyre trader to the establishment of major facilities in Gujarat, the group has scaled its production capacity significantly. Today, it is one of the leaders in sustainable manufacturing, operating with a zero-waste philosophy and holding different certifications like ISO, ISCC, KVQA and UKCERT.

The group specialises in producing high-quality crumb rubber, reclaimed rubber, rubber mulch, rubber granules, tyre pyrolysis oil and recovered carbon black. These REACH-compliant materials serve as vital, cost-effective resources for various Indian industries.

DOMESTIC DEMAND AND EXPORTS

India continues to be a strong domestic market for recycled tyre products.

“Presently, we are giving 95 percent of our finished product to the local market. Only five percent is exported,” said Rana.

Exports are currently routed largely through channel partners with some direct customers as well.

“We are more focused on increasing volumes in the export market,” he noted.

Dashmesh Group serves a diverse portfolio of industries across India, positioning itself as a key supplier for specialised manufacturing and development sectors. A significant portion of their operations is dedicated to supporting tyre manufacturing companies, providing the essential materials or components required for large-scale automotive production.

Beyond the automotive sector, the group plays a vital role in the industrial handling market by catering to conveyor belt manufacturers. These partnerships are crucial for the production of heavy-duty belts used in mining, logistics and factory automation.

Furthermore, it is actively involved in the nation’s growth through its collaboration with road infrastructure companies. By supplying this sector, they contribute to the essential materials and logistical support needed for the construction and maintenance of India’s expanding highway and transit networks.

“In terms of distribution of finished products, approximately 40–50 percent goes to tyre industries, around 25 percent to conveyor belting and rubber component industries and the remaining 25 percent to road infrastructure,” Rana explained.

GROWING ECOSYSTEM

Dashmesh Group operates continuous pyrolysis systems and quality remains central to the company’s positioning.

“Since the beginning, we have been more focused on quality because we have a recycled product. When we give the best quality to our customers, we can maintain them,” Rana said.

He noted that India’s position as a global tyre manufacturing hub continues to strengthen, which eventually fares well for recyclers like them.

Additionally, India’s size contributes to sustained demand. “It is a wide country, so there is a huge requirement for tyres,” Rana noted.

Sustainability also remains central to operations. “Around the globe, tyre generation is high and we are completely aligned towards sustainability,” he said.

Operational scale reflects this commitment as the company processes approximately 20,000 tonnes of tyres in a month. This contributes to resource conservation.

The company’s sourcing model focuses on direct engagement with global collectors. “Our main target is to connect with actual tyre waste collectors and processors outside the country as this ensures visibility and long-term alignment,” said Rana

“It gives clear visibility to both importers and exporters regarding who is involved and what the future planning is,” he explained.

Collection networks are decentralised as they gather waste from small locations and collection yards within their respective countries.

EXPANSION STRATEGY

Dashmesh Group is aggressively expanding its physical footprint to establish a truly nationwide presence. According to Rana, the company is strategically positioning itself in all four corners of India to better serve its growing clientele.

Currently, the group operates key facilities in the Sarigam Industrial Area in Valsad, Gujarat, and the Wada Industrial Area in Palghar, Maharashtra. It also maintains a strategic presence near the Nhava Sheva port to streamline logistics and export operations.

The company is now focusing on the next phase of its growth by moving into the southern and eastern regions of the country.

New facilities are currently under construction in Chennai and Haldia, West Bengal.

Current production capacity stands at 19,000 to 20,000 tonnes per month across all products. The upcoming expansion will significantly increase scale, as with the two new plants, it will add 200–250 containers per month, which is around 6,000–6,500 tonnes.

Total capacity projection is estimated to reach between 25,000 to 26,000 tonnes per month.

While global expansion is part of the roadmap, the immediate focus remains India.

“We see a lot of opportunities within the country and want to capture them first before going outside,” said Rana.

Beyond operations, Dashmesh Group is focusing on awareness and education.

“We are educating overseas suppliers on how to make these products more usable in daily applications. This is critical given rising waste volumes,” he explained.

He added, “The waste tyres on the planet are increasing day by day, and this needs to be controlled. The goal is clear, which is to provide the best solution and best destination for these materials.”

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