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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Continental has broadened its Grand Prix 5000 family of road tyres with two new size options, responding to evolving rider needs while upholding the line's established reputation for speed, grip, and endurance. The new offerings include a 35 mm version of the GP5000 S TR and a 30 mm variant of the GP5000 TT TR.

The Grand Prix 5000 series is engineered to deliver reliable performance across a spectrum of riding scenarios. The S TR model serves as a versatile all-rounder, balancing lightness, velocity and robustness for those who prioritise both speed and dependability. In contrast, the TT TR is engineered exclusively for velocity, employing a minimalistic casing design to achieve the lowest possible weight and rolling resistance.

With the introduction of a 35 mm width, the GP5000 S TR enhances its adaptability over mixed surfaces while boosting comfort during extended, high-tempo journeys. This increased volume enables riders to utilise lower air pressures, which dampens vibrations and elevates comfort without compromising pace or puncture resistance. The 30 mm GP5000 TT TR expands its contact area, delivering superior stability and grip during high-speed cornering. This greater composure over long distances inspires confidence, allowing cyclists to push harder through demanding sections. Its specialised two-ply casing is fundamental to minimising rolling resistance, cementing its status as the swiftest tyre in the range.

Every tyre in the Grand Prix 5000 lineup incorporates Continental’s signature technologies. These include the BlackChili Compound for an optimal blend of traction and efficiency, a Vectran Breaker for robust puncture defense, Active Comfort construction to dampen road buzz and Lazer Grip for improved cornering adhesion. The new GP5000 S TR 35 mm has a weight of 380 grammes, while the GP5000 TT TR 30 mm comes in at 280 grammes.

Hannah Ferle, Road Product Manager, Continental Tires, said, “We recognise that the needs of the modern cyclist are ever-evolving, and by extending our GP5000 offering, we are ensuring that every rider, from elite professionals to endurance enthusiasts, has the perfect tyre for their setup. These new sizes are a direct response to the shift towards high-volume tyres, where the benefits of reduced rolling resistance, enhanced vibration dampening and a larger contact area are no longer just for comfort but for performance. With the introduction of the 35mm S TR and 30mm TT TR, we are proving that riders seeking a more supple, confident ride do not have to sacrifice speed. These extensions allow riders to optimise their tyre pressure and grip to match the demands of their ride.”

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The Tire Industry Project (TIP) has introduced the End-of-Life Tire Toolkit 2.0, a comprehensive resource designed to guide stakeholders in building more sustainable management systems for end-of-life tyres (ELTs). This updated edition offers practical strategies for reducing waste and advancing circularity across the global tyre sector.

Each year, over one billion tyres reach the end of their useful life worldwide. Although ELTs contain valuable materials that can contribute to a circular economy, current management systems remain inconsistent, with significant regional disparities in collection, recovery and recycling outcomes. The new toolkit addresses these challenges by providing adaptable approaches for developing transparent, resilient and effective ELT systems that can function across diverse regulatory landscapes and market conditions.

Created for policymakers, industry associations and tyre manufacturers, the guide also offers relevant insights for recyclers, recovery operators, retailers, researchers and civil society organisations. Building upon the foundation of the 2021 first edition, this iteration stands as the only known compilation that consolidates current knowledge, real-world case studies and expert perspectives on evolving opportunities and obstacles throughout the ELT value chain.

The toolkit draws upon extensive work by TIP and its member companies, combined with contributions from committed experts across the tyre value chain. It features maturity assessment tools that provide structured frameworks for evaluating ELT system effectiveness, concrete examples from nine countries showcasing diverse regulatory approaches and practical improvement guidance with action-oriented recommendations spanning collection, sorting, processing and management.

Additionally, the toolkit advances multiple UN Sustainable Development Goals (SDGs), including improved resource efficiency in consumption and production (8.4), the sustainable management and use of natural resources (12.2) and substantially reducing waste generation (12.5).

Tania Paratian, Director of Action and Engagement, TIP, said, “Effective ELT management is both an environmental imperative and a source of long-term value creation. We developed the ELT Toolkit 2.0 to offer stakeholders, no matter where they are in the world or in their ELT management journey, a strong practical foundation for building their sustainability efforts. The initiative supports our commitment to advancing more sustainable ELT management worldwide, guided by the Sustainable Development Goals.”

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Ironman Tires, a brand owned by Hercules Tire and Rubber Company (HTR), a wholly owned subsidiary of American Tire Distributors, has unveiled the All Country HT 4S, marking the brand's entry into the all-weather highway terrain segment. Engineered for daily drivers, this new model delivers reliable traction throughout the year, improved ride comfort and consistent performance in diverse conditions. It represents an expansion of the established All Country family, now offering a highway-focused option that integrates sophisticated tread architecture and advanced material science.

A key distinction of the All Country HT 4S is its Three-Peak Mountain Snowflake certification, achieved through a specialised all-weather compound without sacrificing longevity or value. The tyre’s intricate tread pattern, developed using advanced modelling, enhances wet road handling and braking while contributing to a smoother ride. Its construction is tuned to sharpen steering response and minimise road noise thanks to a carefully arranged tread block design and simulated pitch sequencing that reduces vibration at higher speeds.

The tyre's capability is supported by four wide circumferential grooves and 3D siping, which work together to expel water and provide grip on snow and ice. Built for both daily commutes and long-distance travel, the HT 4S aims to balance comfort with all-season security. Initially launching in 27 sizes, with a total of 46 planned, it carries a 600 UTQG rating, indicating a focus on treadwear. Ironman backs the model with a comprehensive protection plan that includes a 60-month policy against defects, road hazard coverage and a 55,000-mile (approximately 88,513 km) warranty, reinforcing its commitment to dependable and affordable products.

Keith Calcagno, Chief Strategy Officer, Proprietary Brands, American Tire Distributors, said, “The All Country HT 4S brings all-weather confidence to the highway terrain segment. These tyres are designed for drivers who want a quiet, comfortable ride with dependable traction in rain and snow – all at a value they can trust.”

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Firestone AG, a division of Bridgestone Americas, has broadened its Maxi Traction and Radial Deep Tread 23° tyre portfolios with new sizes engineered specifically for the latest generation of John Deere tractors. The expanded lineup was introduced at the Commodity Classic 2026 show, reflecting a parallel development process with John Deere’s recent machinery innovations, which assures growers of reliable performance from a trusted tyre brand. Now included in the RCI Group 50, the range features the flagship VF480/95R54 size, a 90-inch-tall tyre with a load capacity of 16,100 pounds (approximately 7,302 kg).

Engineered for superior ground contact, the Radial Deep Tread 23° ensures steady traction through optimised lug-to-soil interaction. In contrast, the Maxi Traction tyre, frequently used on front axles, delivers extended tread life and increased load potential. For certain sizes, Very High Flexion technology is offered, enabling farmers to operate at lower inflation pressures. This expands the tyre's footprint, boosts traction and plays a vital role in reducing harmful soil compaction. Availability for these new sizes is scheduled to begin 1 May 2026.

Bill Durivage, Senior Agricultural Product Strategy Manager, Firestone Ag, said, “This expansion takes our most established row crop fitment and carries it forward. By strengthening load capacity and incorporating our VF technology, we’re ensuring the tyres continue to support the performance, efficiency and soil management expectations of today’s tractors.”

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