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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Pirelli is all set for the winter season with its winter tyre range that is renewed over the past two years. The newly launched Scorpion Winter 3 joins the P Zero Winter 2 for high-performance cars and the Cinturato Winter 3 for saloons and crossovers. The range is available with Pirelli Elect technology for electric vehicles. Independent tests by European organisations have placed Pirelli winter tyres at the front in safety-related areas, while the Cinturato All Season SF3 has recorded four victories and six additional podium finishes.

Winter tyres or suitable equipment are required from 15 November to 15 April. Most winter driving occurs on dry and wet roads. Below 7°C, winter compounds offer more grip than summer compounds, and the tread pattern helps counter aquaplaning and generate traction on snow. Sidewall markings indicate capability: M+S identifies a product for challenging surfaces, while 3PMSF certifies testing in harsh conditions. An appropriate winter driving style includes increased safety distance, avoiding sudden acceleration and reducing brake use in favour of engine braking.

The Cinturato Winter 3 took first place in the 2026 ADAC winter tyre test in size 225/50 R17 against 16 models, earning a highly recommended rating with the best wet score and the highest assessment for driving safety. It won the AvD test in size 225/45 R17 against 15 tyres with a very good rating. It also finished first in the Auto Bild comparison in size 205/55 R16 on a Volkswagen Golf against 14 tyres with an exemplary rating. Podium finishes followed in tests by Auto Express, Auto Bild Allrad and Tyre Reviews, giving six podium finishes in seven tests, including three victories.

The Scorpion Winter 3 debuted with a victory in the alVolante comparison in size 235/60 R18 on an Alfa Romeo Stelvio, ranking first among six winter tyres. Its wet performance, shortest braking distance, fastest lap time and progressive reactions set it apart. It was judged consistent and predictable on snow and balanced on dry roads.

In the annual Auto Bild super comparative test, the P Zero Winter 2 finished on the podium with an exemplary rating, thanks to precise driving behaviour in wet and dry conditions and braking performance on both surfaces. The Cinturato Winter 3, Scorpion Winter 3 and P Zero Winter 2 are available with Pirelli Elect technology on dedicated fitments for Europe's electric vehicle fleet. Elect addresses low rolling resistance for range, acoustic comfort, longer tyre life, grip for immediate torque and a reinforced structure for battery weight.

All-season tyres suit drivers mainly in urban areas covering up to 20,000 km per year without frequent heavy snowfall. Higher mileage, regular mountain travel or high-performance cars generally call for winter tyres. The Cinturato All Season SF3 carries the 3PMSF marking and has four victories in comparisons by Auto Zeitung, Reifentester, Auto Express and Que Choisir, plus six additional podium finishes. The new Scorpion All Season SF3 extends the approach to SUVs.

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Nokian Tyres will withdraw its sponsorship of the 2027 IIHF Ice Hockey World Championship should Russia be permitted to compete, the company has confirmed. The decision follows a Court of Arbitration for Sport (CAS) ruling that cleared Russian national teams to return to international ice hockey. Nokian Tyres stated that continuing the sponsorship under such circumstances would conflict with its values. Tiina Frazer, SVP of Brand, Marketing and Communications, explained that while the 2026 tournament cooperation proved highly successful, the company felt compelled to act on its principles regarding Russian participation.

The tyre manufacturer had been named an Official Sponsor for both the 2026 and 2027 IIHF Ice Hockey World Championships in late 2025. Its 2026 involvement included the ‘Carve the Corners’ contest, running from 6 February to 20 March, which offered fans in the United States and Canada a chance to win a trip to the tournament. The 2026 event, held from 15 to 31 May, featured 64 games with 16 top national teams competing for the title and stands as the world’s largest annual winter sports event.

Frazer said, “Our sponsorship agreement with the IIHF covers the 2026 and 2027 World Championships, and our cooperation around the 2026 tournament was very successful. However, under the current circumstances, continuing the sponsorship if Russia participates would not be aligned with our values. We have therefore decided to end our sponsorship of the 2027 World Championship should Russia be allowed to take part.”

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Sri Trang Agro-Industry Public Company Limited (STA), the world's largest fully integrated natural rubber company, has been honoured at the Intelligent Industry Awards 2026, an accolade bestowed by the National Science and Technology Development Agency (NSTDA). The award was formally received on 30 October 2026 at Bangkok's S31 Sukhumvit Hotel by Executive Director Vitchaphol Sincharoenkul, accompanied by Akarat Mattayangkul, Factory Manager of the Huai Nang Branch, and Poowanart Laoprasert, Factory Manager of the Loei Branch.

Three of the company's production sites earned recognition under the award. The Loei and Huai Nang branches in Trang Province were cited for their technically specified rubber (TSR) operations, while the Kanchanadit Branch in Surat Thani Province was acknowledged for latex production. Evaluators placed weight on technology deployments that yield demonstrable outcomes, alongside sustained organisational development spanning operational processes, personnel, energy and sustainability.

Research and development form a central pillar of STA's strategy, merging its natural rubber know-how with digital tools and artificial intelligence. Among its flagship efforts is the Sri Trang AI Machine (SAM), which harnesses AI to bolster analysis and decision-making in production. The company also runs an ‘AI Clinic’ that invites staff from every department to pitch ideas, exchange experiences and obtain expert advice on embedding AI in routine tasks, thereby streamlining workflows, aiding decisions and lifting operational efficiency while nurturing a culture of technological learning.

The accolade underscores STA's drive towards Industry 4.0 through digital adoption, automation, innovation, workforce development and prudent resource management. It represents a further milestone in Sri Trang Group's evolution, reinforcing its emphasis on technology, people and resource efficiency as it continues to champion the sustainable development of Thailand's rubber sector.

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Professor James Busfield of Queen Mary University of London has been awarded the prestigious IRCO Medal by the International Rubber Conference Organisation (IRCO) in recognition of his longstanding contribution to international rubber conferences. The honour was presented by IRCO Executive Chairman Michael Clayton at IRC 2026 in Aichi, Japan, immediately before Busfield delivered his plenary lecture. The IRCO Committee unanimously approved the award at its meeting in Bangkok on 2 December 2025.

His involvement with the organisation spans more than a decade, having represented the United Kingdom on the IRCO Committee since 2013. He chaired and organised IRC 2019 in London, attracting 550 delegates, and led the organisation of RubberCon events in Manchester in 2014 and Edinburgh in 2023, the latter welcoming over 310 participants from 26 countries. A frequent plenary and keynote speaker, he also regularly involves postgraduate students in these international gatherings, providing opportunities to showcase their research and build professional connections.

Left to right: Michael Clayton, Executive Chairman of IRCO; Professor James Busfield, Queen Mary University of London; and Professor Mikihito Takenaka, Congress Chair of IRC2026 AICHI and Professor at the Institute for Chemical Research, Kyoto University.

Beyond his international conference work, Busfield has headed the Elastomer Group at the Institute of Materials, Minerals and Mining (IOM3) since 1995. Under his leadership, the group has delivered more than 100 meetings and conferences for the rubber sector while introducing hybrid events to expand global accessibility. At Queen Mary, he serves as Professor of Materials, National Teaching Fellow, Deputy Head of School and Head of the UK's largest soft matter research group. His career began in automotive suspension engineering before he completed his doctorate under Professor Alan Thomas.

Busfield's research encompasses rubber friction, fatigue, fracture, recycling and smart materials, supported by more than 190 peer-reviewed publications and industrial collaborations with Bridgestone, Continental, Aston Martin F1 and Schlumberger. Elected a Fellow of the Royal Academy of Engineering in 2020, he has also received the Colwyn Medal (2009), the American Chemical Society Rubber Division's George Stafford Whitby Award (2021) and the IOM3 T B Marsden Medal (2024).

Michael Clayton, Executive Chairman of IRCO, said, “James never travels alone. At every conference he brings his students, and gives them the chance to present, to meet people and to begin their careers in our industry. He is incredibly generous with his time, and one of our industry's most engaging speakers. Professor Busfield is an incredibly worthy recipient of the IRCO Medal.”

Professor James Busfield said, “It is a great honour to receive the IRCO Medal. IRCO has coordinated the International Rubber Conference and RubberCon events for about 60 years, and I have been fortunate to have been a part of that community for about half of that time. I enjoy greatly participating in these conferences and value the opportunity to meet the global rubber experts, discuss with them new innovations and together help to move the discipline and our industry forward. My thanks are extended to all of those from the global rubber community who have worked to make our IRCO events so successful.”

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