As global demand for high-performance and sustainable speciality tyres rises, Indian manufacturers are stepping up, and CEAT is not behind. With a bold ambition to derive a quarter of its revenue from international markets, the company is leveraging deep farmer insights, advanced research and development capabilities and a quality-first mindset to penetrate competitive regions like Europe and North America. Its growing presence among global OEMs, automation-led manufacturing and entry into OTR segments signal a strategic evolution aimed at long-term global leadership.

The international tyre markets are getting ripe for Indian tyre makers. Every major tyre maker in the country is vying for a piece of share in European and American markets. While Europe has been predominantly the go-to market for Indian brands, recent expansions have led giants like CEAT explore speciality tyre markets in North and South America too. And the reason for a successful ride is its farmer and quality-first approach.

Speaking exclusively to Tyre Trends, Amit Tolani, Chief Executive at CEAT Specialty, said, “We’re aiming for 25 percent of our revenue to come from international markets. Currently, our key markets for exports include Europe, North America and Brazil in South America. Apart from these, South Africa and Australia round out our top five regions for off-highway tyres (OHT).”

CEAT has been steadily investing in capacity to ensure that it can meet demand across volumes and variety as it’s essential to have a complete product portfolio and sufficient production capacity to cater to these markets effectively.

“Our growth strategy for OHT revolves around completing the range, beyond agriculture and entering product white spaces where we have minimal offerings. This will help us deepen our presence in existing markets, enter new ones and diversify our portfolio further,” added Tolani.

However, the executive acknowledged that capturing the OHT tyre market in Europe is not an easy task considering its high competition. “In OHT, the first priority is to have a full-range product offering. We decided early on that we must become a one-stop shop. If our distributor or partner can’t find all their SKUs with us, they’ll look elsewhere. Today, we cover 70–80 percent of the SKU

range needed across major geographies. The remaining long tail is large in number and we’re actively working to close those gaps,” explained Tolani.

Differentiation is the next piece. CEAT’s quality-first approach has enabled it to enter international as well as local OEMs. Validating its tyres through OEMs is a rigorous process, but it gives customers and farmers confidence in product quality.

Europe is currently the larger market for the company as a cluster, but it’s growing rapidly in North America, especially in Canada, where it supplies to many OEMs and is present in the replacement market as well. In the US, it follows a multi-distribution strategy with good channel coverage.

EVOLVING DEMANDS

Tolani noted that there is an increasing demand for technologically advanced tyres in these markets due to changes in farm machinery. And to satiate it, CEAT offers increased flexion (IF) and very high flexion (VF) tyres. These tyres flex more, improving soil contact and resulting in higher farm productivity. Both technologies are designed to allow tyres to carry heavier loads at lower inflation pressures. VF offers greater flexibility than IF, translating into better soil protection and improved traction.

Citing an example of working closely with OEMs, Tolani said, “Farms in Brazil are often located on sloped terrain. One OEM there asked for tyres that wouldn’t skid on gradients and we developed custom sizes and tread designs to meet this specific need. We work closely with OEMs and end users to understand such requirements and develop tailored solutions. This farmer-first approach underpins our research and product development.”

The executive also noted a trend of de-premiumisation in agricultural tyres as farmers are moving away from traditional premium brands and leaning towards quality players like CEAT, especially as the performance gap has narrowed significantly.

“We now deliver nearly comparable performance at more accessible price points. So our value proposition, which is quality-first products at competitive prices, resonates well, particularly in uncertain market conditions with rising tariffs and volatility. Even in slowdown years, Indian brands like ours have grown in global markets. We believe this trend will continue and CEAT is well-positioned to benefit from it,” averred a confident Tolani.

The company’s penetration in these markets starts with an OE-first approach, wherein farmers see the tyres on OEM-fitted equipment, which builds trust in the brand. This naturally drives traction in the replacement market.

The tyre maker is also expanding country-wise and region-wise, ensuring it has a strong on-ground teams across Europe, North America and South America to deepen the market presence.

AUTOMATION AND SHARE

The world of tyre manufacturing is unequivocally leaning towards automation for reducing downtime and increasing production efficiency. Riding on these two pillars, global giants have reorganised internal processes, and Indian tyre makers, including CEAT, are not shy of such advancements.

“Our Ambernath plant has a high level of automation. Unlike traditional OHT plants that rely on heavy manual labour, our facility is run by highly trained women operators, which is proof of how advanced and safe our systems are. With just the push of a button, they can produce high-performance tyres,” said the executive.

He added, “Our plant is unique in that it supports highly flexible production. We can manufacture single units based on customer demand. That’s rare in this industry and is a significant competitive edge in meeting varied and low-volume speciality requirements.”

CEAT has dedicated vendor capacity for tyre moulds too. Since it serves a wide range of OEMs globally, turnaround time is critical. It works with trusted partners in India and abroad, who are aligned with its well-structured annual and monthly planning cycles. For complex or urgent requirements, it co-develops solutions with these partners.

Currently, CEAT has a combined manufacturing capacity of approximately 350 tonnes per day in the speciality segment.

Commenting on current market challenges in the segment, Tolani explained that serving OEMs requires agility as their specifications change quickly, especially if a particular vehicle model needs to be revised or discontinued. CEAT’s ability to handle smaller lot sizes and fast turnaround helps it stay ahead.

In the aftermarket, its biggest challenge is awareness. “Farmers in Eastern India, where rice is cultivated in flooded fields, need different tyres than those used in drier regions. We’ve developed tyres specifically for rice puddling and now the task is to educate the farmer on why this new design performs better than conventional options. We conduct field meets and demos to bridge that knowledge gap,” noted the executive.

He also divulged that selling speciality tyres is a different ballgame compared to passenger or commercial tyres. It’s highly consultative and requires deep technical knowledge. Some of CEAT’s international sales professionals have over 30 years of experience in the segment.

“We have a healthy mix of seasoned professionals, mid-career talent and freshers. We also deploy product specialists in key markets like Europe and North America, who train and support the front-line sales teams. Our research and development team are closely involved in this process as well,” contended Tolani.

EXPANSION PLANS

Currently, CEAT’s revenue split in the OHT segment is around 60 percent domestic and 40 percent international. It aims to increase the international share in the near future.

“We’re now expanding into construction and mining (OTR) tyres. This segment accounts for nearly 70 percent of the OHT market, while agriculture makes up the remaining 30 percent. The next big step for us is manufacturing all-steel radial OTR tyres,” said Tolani.

He added, “We’re upgrading our Ambernath plant to start production of these tyres. Testing will begin this year, followed by phased market entry. This expansion is critical not only to enter a new category but to become a one-stop shop for our channel partners.”

Sharing the reasons for entering the segment, Tolani said that being present across categories gives the company more share of wallet and with India’s ongoing infrastructure boom, there’s significant domestic demand as well. So, while exports remain a priority, the Indian market for OTR steel is also ripe with opportunity.

Over the next five years, CEAT aims to establish itself as a significant global player in agriculture, OTR and track segments. “We plan to increase our international footprint and continue building on our philosophy of innovation, speed and customer-centricity. With the planned acquisition of Camso, we will have access to global customers and product portfolio of construction OTR and tracks, thus accelerating our white space coverage,” quipped Tolani.

He also noted a trend of consolidation within the global tyre sector: “We’ve already seen large global groups acquiring speciality players. Material handling and solid tyres are also part of this trend. The real opportunity lies in how the segment evolves and premiums over time. That’s where differentiation and depth of capability will matter most.”

Backed by farmer insight, technological depth and a nimble, quality-first mindset, CEAT is redefining what it means to be a global Indian tyre brand. With bold moves into OTR and international markets, its speciality tyre journey is only just gaining traction. n

INNOVATIVE SOLUTIONS COMING UP NEXT!

CEAT is investing heavily in research and development for speciality tyres and has also achieved commendable feats. It currently manufactures the world’s largest agricultural tyre by size, claimed Tolani.

“We developed it for an OEM in Canada. We also make the world’s widest sprayer tyre. Developing them required significant engineering. We’re constantly working on new sizes, technologies like VF and IF, custom tread designs and machine-specific applications,” he contended.

The company’s approach to innovative solution is demand-led as it inculcates the needs of OEMs and farmers within the development scene and responds with highly specific, performance-driven innovation. Whether it’s anti-skid designs for Brazilian slopes or sprayer tyres with large footprints, its research and development team is geared towards meeting future agricultural demands.

Moreover, the company has an 80 percent sustainable agricultural tyre made from sustainable materials. It’s currently undergoing testing at Finland and will be officially launched at the upcoming Agritechnica exhibition. This is one of the major innovations the company is excited about.

“We’re also collaborating with our partners to develop intelligent tyres for port applications. These tyres will be equipped with embedded chips that enable real-time tracking of usage, wear patterns and operational hours, transforming them into smart, connected components of port machinery,” divulged Tolani.

In the past, CEAT has partnered with an Israeli start-up to develop cup-wheel and airless tyres. “There’s a lot of innovation happening in this space, especially because downtime is so critical for farmers. We often think of tyre downtime from the perspective of a car or truck owner, but when a farmer’s tractor stops in the middle of a field, it’s a major operational and emotional setback. We’re focused on reducing that risk through smarter and more resilient products,” contended Tolani.

The manufacturer is also seeing a shift in the industry towards electric tractors and machines, which require higher torque and frequent stop-start movement. That means specialised compounds and tyre designs, and it has developed a dedicated range to meet those needs as well.

Commenting on the company’s research and development strength, Tolani explained, “Most of our research and development happens in Mumbai, India, but we also have a strong global setup. We have a design and validation centre in Germany and a satellite design cell in Israel that contributes valuable inputs. In India, our core research and development is centred at our new research and development hub in Ambernath. Additionally, we utilise our research and development facilities in Chennai and Halol for materials, compounding and simulations.”

The executive also thinks that sustainable materials in speciality tyres is not just a trend but a necessity. He acknowledged that sustainable inputs are costly and require significant investment in research and development, but global warming is not a theoretical issue anymore. Consumers, especially in Europe, are becoming far more conscious.

“Sustainable materials in tyres may be expensive today, but with scale and progress, we expect cost normalisation. CEAT is committed to this journey and wants to give customers that choice,” Tolani concluded.

With a sharp focus on performance, precision and sustainability, CEAT is redefining the future of speciality tyres through customer-led innovation. Its global research and development network and strategic collaborations signal a long-term commitment to smarter, greener mobility solutions.

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Apollo Tyres plans to invest INR 35 billion in FY2026-27, with nearly 80 percent of the capital expenditure earmarked for growth and capacity expansion projects across India and Europe, as the tyre maker seeks to meet strong demand despite escalating raw material costs and geopolitical disruption.

Most of the planned investment will be directed towards expanding truck and passenger car tyre capacity in India, while the remainder will support passenger car tyre expansion at the company’s Hungary plant.

Apollo Tyres said capacity utilisation across both India and Europe had reached about 90 percent, with demand remaining strong in replacement and original equipment markets. The company added that April volumes had continued to show strong momentum despite recent price increases.

The company reported consolidated revenue of INR 73.4 billion for the fourth quarter, up more than 14 percent year on year, while earnings before interest, tax, depreciation and amortisation margin improved to 14.6 percent from 13 per cent a year earlier.

Revenue from Indian operations rose 14.3 percent to INR 52.4 billion during the quarter, supported by high-teen volume growth in both replacement and original equipment segments.

Neeraj Kanwar, Vice-Chairman And Managing Director, said geopolitical developments in West Asia continued to create uncertainty and volatility across raw material, energy and logistics costs.

The company expects raw material costs to rise by mid- to high-teens sequentially during the current quarter, led by a sharp increase in natural rubber prices. Apollo Tyres said natural rubber prices had risen to about INR 250 per kg from around INR 200 per kg during the fourth quarter.

To mitigate the pressure, Apollo Tyres has announced price increases of 6-8 percent across product categories in India during the current quarter and indicated that further increases may be necessary.

Gaurav Kumar, Chief Financial Officer, said the inflationary environment remained highly volatile.

“Mid to high teens is the current reality,” Kumar said. “We’ve taken about half the price increase that is needed.”

The company said it was also implementing cost-control measures across operations, including reductions in discretionary spending, as it sought to protect margins from higher commodity and logistics costs.

Apollo Tyres continues to restructure its European manufacturing operations as part of efforts to improve profitability. The company said the closure of its Enschede plant in the Netherlands remained on schedule, with production expected to cease by June 30.

Management said the decision was driven by persistently weak European market conditions, elevated energy costs and unusually high wage inflation in western Europe.

Apollo Tyres has taken a non-cash write-off of EUR 43 million related to the plant closure and expects total restructuring-related cash outflow, including social plan payments and legal costs, to exceed EUR 55m.

The company said the restructuring should begin improving European margins during the second half of FY2026-27 as production shifts towards lower-cost facilities in Hungary and India.

Apollo Tyres added that India and Europe would remain priority markets for future capacity allocation decisions, although export demand in some overseas markets had softened amid broader macroeconomic uncertainty.

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Linglong Tire has appointed Pradeep Karat as Sales Director OTR for the Middle East and Africa (MEA) region, effective from the beginning of May 2026.

Karat will oversee strategy and sales for the company’s specialty tyres division across the MEA region and report to Jeffrey Hughes, director EMEA. He will work with product and marketing teams to expand the group’s presence in the off-the-road (OTR) tyre segment, develop strategic partnerships and support growth in new markets.

Before joining Linglong, Karat worked at Hankook Tire, where he most recently served as senior manager for truck tyre sales in the Middle East and Africa.

Over a career spanning more than 30 years, he has held sales and marketing management roles at tyre manufacturers including Bridgestone, Goodyear and Continental.

“I am very pleased to be part of the Linglong team with immediate effect and to start as Linglong Sales Director Middle East Africa. I will do everything I can to use my experience and expertise to successfully advance Linglong in the MEA region,” said Karat.

Linglong said Karat would focus on strengthening the company’s position in India and key African markets. He will also work closely with Sherif Degheidy, who joined the company in February.

“I have worked with Pradeep in the Middle East in the past and am very pleased that he is now joining Linglong to help us continue to grow our off-highway business,” Hughes said.

“He brings extensive knowledge of the region, knows how to find new distributors and build strong partnerships. Pradeep will seek to expand Linglong's presence in India as well as in key African markets.”

Karat holds a master’s degree in marketing and economics and speaks Arabic, Hindi, Tamil and Malayalam, in addition to English. He will be based in Dubai.

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CAMSO Construction has announced the appointment of Stefan Bartella as Area Sales Manager for the DACH region. Bartella brings solid sales experience and a deep understanding of regional market dynamics to the role. Company officials stated that his expertise will support the organisation’s continued growth in the area. The appointment reflects CAMSO Construction’s commitment to strengthening its commercial team in Germany, Austria and Switzerland. Bartella’s knowledge of local customer needs and market trends is expected to drive further business development and reinforce the company’s position across the DACH territories.

The company statement read: “We’re pleased to welcome Stefan Bartella to CAMSO Construction as Area Sales Manager for the DACH region. With solid experience in sales and a strong understanding of regional market dynamics, he brings valuable expertise that will support our continued growth. Welcome aboard, Stefan!”

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Nokian Tyres has appointed Glenn Arbaugh as the new Head of Research and Development for North America, marking a strategic move to strengthen product innovation for drivers in the United States and Canada. He will lead the region’s R&D efforts from the company’s manufacturing and research hub in Dayton, Tennessee.

Bringing nearly 35 years of global tyre industry experience in technical leadership, product engineering and design, Arbaugh will oversee next-generation tyre development while enhancing product quality and manufacturing standards at the Dayton Factory. His role supports close collaboration between the North American R&D team and Nokian’s global research operations in Finland.

Since opening in 2019, the Dayton Factory has dedicated all production to the North American market and earned recognition as the first tire plant worldwide to achieve LEED v4 Silver certification. Nokian Tyres, inventor of the winter tyre, continues to offer premium all-season, all-weather and light truck tyres across the region.

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