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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A population of over 1.4 billion people catapulting into the world’s third largest automobile market with four million trucks plying across a road network of 6.3 million kilometres supported by a USD 13.4 billion tyre market and a mining sector contributing around 2–2.5 percent of the country’s GDP demonstrate the strength of India’s automobile, freight and tyre sectors.

The story doesn’t end there as the Central Government adopts a strategic approach on reducing carbon emissions across these verticals, especially automobile and tyres, with targets such as the Net Zero Carbon Emissions by 2070, battery electric vehicles target by 2030, zero-emission truck corridors, Extended Producer Responsibility for the tyre sector; the list just goes on.

Amidst all such statistics and targets, a silent spectator remains the old and varied sector of tyre retreading. In a recent news story reported by Tyre Trends, the Indian Tyre Technical Advisory Committee (ITTAC) had made a proposal to Tyre Retreading Education Association (TREA) for mandating certain standards that will improve the quality of retreads.  ITTAC has made recommendations to the BIS committee. TREA is part of the same committee. ITTAC and TREA are recommending different standards.

These standards included BIS retread standards, namely IS 15725, IS 15753, IS 15524 and IS 9168. The ITTAC had partially aligned Indian requirements with ECE R109, the European regulatory benchmark.

In a reply to the proposal, which was accessed by Tyre Trends, TREA urged the Indian Tyre Technical Advisory Committee to seek a deferment or non-applicability of BIS standard IS 15704:2018 for retreaded commercial vehicle tyres, warning that mandatory enforcement could cripple the sector.

In the letter, TREA argued that IS 15704:2018 is largely modelled on new tyre manufacturing norms and is technically unsuitable for retreading, which is a restoration and recycling process.

The standard mandates advanced laboratory tests such as spectrometer-based rubber analysis, endurance testing and compound uniformity checks, requirements that most retreading units, particularly small and medium enterprises, are not equipped to meet

The association highlighted that even large retreaders lack the infrastructure and skilled manpower needed for BIS-grade testing, while the sheer number of retreading units would make inspections and certifications operationally unmanageable for regulators.

TREA warned that compliance costs linked to machinery upgrades, audits and quality control could force 70–80 percent of units to shut down, leading to job losses, higher fleet operating costs and adverse environmental outcomes due to reduced recycling

Instead, TREA proposed that BIS prioritise retreading-specific standards such as IS 13531 and IS 15524, which focus on materials, process control, safety and quality consistency.

The body has also called for a phased transition roadmap, MSME support and industry training before any stricter norms are enforced, stressing that abrupt implementation would undermine the sector’s role in India’s circular economy.

The conundrum

India has a total of 36 administrative divisions comprising 28 states and 8 union territories. The tyre retreading sector has been continuously supporting circularity goals since the early 1970s across the world’s largest economy without getting mainstream recognition.

Even after five decades in service, the industry battles different bottlenecks including fragmentation, manpower shortage, tax pressures brought about by the recent GST revisions and now the implementation of such standards, just to name a few.

The sole practice that can simultaneously reduce carbon emissions from tyres and extend tyre life is assumed the nemesis of an ‘infamous and dangerous practice’ in some states of the country.

However, the industry has been drawing its techniques and quality parameters from the world’s oldest retreading economy, Europe.

“Big retreaders in India already have the necessary processes in place that conform to IS 15524 standards. However, as the standard is not yet mandated, we have voiced support for it because it is process-oriented and outlines how retreading should be carried out, including buffing and building procedures,” said TREA Chairman Karun Sanghi.

He added, “This standard focuses on how the work is done rather than imposing product-level testing that cannot be practically implemented. The current debate on IS 15704 stems from it being fundamentally incompatible. The standard includes requirements such as sidewall marking and destructive testing of retreaded tyres, which are impractical in a retreading environment where each tyre differs in brand, size, application and usage history,” he added.

Destructive testing, he argued, assumes uniform batch sizes. In retreading, where every casing is unique, testing even a single tyre would mean destroying finished products without yielding representative results. Applying such a framework would effectively require the destruction of every tyre in a batch, making compliance unviable.

“We have submitted our response to ITTAC and are awaiting feedback from the committee. We remain open to continued dialogue and will engage further once the committee responds to our submission,” said Sanghi.

According to him, a typical retreader processes about 300 tyres a month across multiple brands including MRF, JK Tyre, Apollo and Michelin and applications ranging from buses and trucks to mining vehicles. These casings vary widely in load cycles, operating conditions and duty patterns, often across several models from the same manufacturer.

The committee has cited European standard ECE R109, but Sanghi points to structural differences: “Europe is a global retreading hub where tyre manufacturers such as Michelin and Bridgestone dominate operations, collect their own tyres, retread them and return them to fleets, making batch-based destructive testing relevant. A similar model exists in US, where large tyre companies lead retreading and largely self-regulate without a single overarching standard. The Indian scenario is different, especially with a fragmented market.”

He stressed that the industry is not opposed to standards but to those that cannot be practically applied, warning that adopting European manufacturing-oriented norms without accounting for India’s market structure and operating realities would be counter-productive.

The debate is no longer about whether standards are needed but whether they are fit for purpose. Without accounting for India’s fragmented retreading ecosystem, enforcing impractical norms could dismantle a circular industry in the name of compliance.

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The second season of TGL Presented by SoFi, where Hankook Tire serves as the Founding and Official Tire Partner, commenced on 28 December 2025. This innovative league, a venture of TMRW Sports with backing from icons like Tiger Woods and Rory McIlroy, represents a strategic alignment for Hankook, uniting two entities driven by technological advancement. The partnership provides a global platform to reinforce Hankook's premium brand positioning across North America and worldwide through extensive visibility during broadcasts and at the state-of-the-art SoFi Center in Florida.

This unique venue embodies the league's fusion of sport and technology, featuring a massive simulator with a dedicated ScreenZone and a dynamic GreenZone. This area, equipped with a turntable and over 600 actuators, meticulously replicates real-world golf conditions indoors, creating an immersive arena experience. The competition itself is fast-paced and engaging, with teams of PGA TOUR players competing in Triples and Singles sessions over 15 holes. Innovative elements like the point-doubling ‘Hammer’, real-time strategy via ‘Hot Mic’ and a Shot Clock ensure a dynamic spectacle for fans.

The season opener presented a compelling narrative as a rematch of the inaugural finals, pitting the undefeated Atlanta Drive GC, featuring Justin Thomas and Patrick Cantlay, against a determined New York Golf Club squad led by Matt Fitzpatrick and Xander Schauffele. This match set the tone for an intensive season running through March, where six teams and 24 top golfers will compete. For Hankook, this partnership is more than signage; it is an active engagement with a global community, delivering a distinctive brand experience that bridges cutting-edge mobility and sport for enthusiasts everywhere.

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Dunlop (company name: Sumitomo Rubber Industries, Ltd.) has made its way to the annual A-List of CDP for climate change and water security. This premier designation, awarded for the first time to the company in the 2025 evaluation, recognises world-leading performance in transparency, risk management and environmental action. CDP’s annual assessment is a key benchmark for corporate sustainability across climate, water and forests.

This achievement stems from the Group’s integrated approach to material issues outlined in its corporate philosophy. It treats the interconnected challenges of climate change, biodiversity and the circular economy holistically, advancing concrete initiatives under its long-term ‘Driving Our Future’ sustainability policy.

On climate, the Group’s science-based emission reduction targets for 2030 are validated by the Science Based Targets initiative. Operational efforts include pioneering green hydrogen production at its Shirakawa Factory and developing tyres made entirely from sustainable materials by 2050. The company also works to reduce emissions across its supply chain, lowers tyre rolling resistance to improve vehicle fuel economy and extends product life through retreading.

For water security, the strategy is driven by localised risk assessments at global production sites. In seven facilities identified as high-risk, the goal is to achieve 100 percent wastewater recycling by 2050. Progress is already evident, with the company’s Thailand factory reaching full wastewater recycling in 2024.

These coordinated actions on multiple environmental fronts formed the basis for the Group’s simultaneous top-tier recognition in both critical categories from CDP.

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Bridgestone Corporation has initiated a novel co-creation programme in partnership with Ethiopian Airlines and Ethiopian Airports, focused on enhancing aviation safety at Addis Ababa Bole International Airport. This marks Bridgestone’s first sustained three-way collaboration with both an airline and an airport authority, targeting the reduction of Foreign Object Debris on runways and taxiways to support safer and more reliable aircraft operations.

The project was prompted by tyre-related incidents linked to debris at the airport, which previously risked disrupting flight schedules. Leveraging its specialised system for inspecting used airline tyres and analysing debris data, Bridgestone assessed conditions at the hub and proposed a tailored action plan. The company provided continuous support by analysing debris distribution patterns, developing visual hazard maps, advising on efficient collection methods and conducting training to raise awareness among airport personnel.

These sustained efforts have yielded significant results, substantially lowering the rate of tyre damage caused by runway debris compared to levels before the collaboration began. This reduction has supported improved on-time performance for Ethiopian Airlines while advancing overall operational safety. Additionally, the initiative has encouraged greater use of retreaded tyres, promoting economic efficiency and environmental sustainability within the airline’s operations.

Looking ahead, Bridgestone and Ethiopian Airlines Group plan to deepen their co-creation efforts, aiming to generate further value for the aviation sector and broader society through continued innovation and partnership.

Retta Melaku, Chief Operating Officer, Ethiopian Airlines, said, "At Ethiopian Airlines, the safety of our passengers, employees and aircraft is a priority. We are pleased to collaborate with Bridgestone to further strengthen our efforts in reducing FOD at Addis Ababa Bole International Airport and ensure safe operations at the hub airport."

Getaneh Adera, Managing Director, Ethiopian Airports, said, "We remain fully committed to upholding the highest safety standards at Bole International Airport at all times. This significant achievement in reducing FOD is the result of our strong commitment for safe operations and close collaboration with Bridgestone. Through our co-creation activities, we are pleased to have realised safer operations with enhanced productivity and economic value."

Jean-Philippe Minet, Managing Director, Bridgestone Aircraft Tire (Europe) S.A., said, "By combining the learnings and insights from Ethiopian Airlines' operational issues with our analysis technology and know-how, we have deepened our co-creation to propose customised solutions. We are delighted to contribute to safe aircraft operations with peace of mind and to improved operational productivity through the co-creation of efficient FOD reduction on airport surfaces. Through further expansion and evolution of this solution, we will amplify the value of our ‘Dan-Totsu Products’, trust with our customers and value of the data for creating new value."

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