Tyre Trends June/July 2025

Our cover story on Zenith Steel Group is a good example of how a business can strategically enter a competitive but expanding market with long-term objectives. The introduction of Zenith Steel Group into India demonstrates several admirable strategic advantages that establish the company as a major force in the global steel cord market. The company’s cutting-edge 'Intelligent Factory' in Huai’an, which boasts sophisticated robotics and automated systems that guarantee consistent quality and competitive pricing, demonstrates its unwavering commitment to technological innovation.  Zenith’s strategic three-pronged approach – immediate market entry through direct imports with approvals from major tyre companies, medium-term provision of local technical and commercial services and long-term partnership development with local or non-China-based regional sourcing – is what really sets it apart. Instead of hasty expansion, this shows mature strategic thinking. A true dedication to market-specific innovation is demonstrated by Zenith’s significant R&D investment, which includes setting aside three percent of sales revenue exclusively for Indian operations.  Most striking is Zenith’s cooperative strategy with Indian producers, which leverages global expertise while addressing specific local needs. Zenith is positioned as a disruptive force in India’s evolving steel cord landscape thanks to its 'think global, act local' philosophy, backwards integration capabilities and ambitious capacity expansion plans.