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.

ZC Rubber has received the Second Prize of China's State Science and Technology Progress Award for a project focused on high-performance tyre technologies and green intelligent manufacturing, developed jointly with Harbin Institute of Technology. The award recognises the project, titled Key Technologies and Green Intelligent Manufacturing of High-Performance Tires.

According to the company, ZC Rubber is the only Chinese tyre manufacturer to receive the State Science and Technology Progress Award at the Second Prize level or above during the past decade. The award is among China's highest state honours for scientific and technological innovation.

The company said the recognition reflects its investment in research and development and its efforts to integrate tyre development with intelligent manufacturing. In 2025, ZC Rubber invested RMB 1.54 billion in research and development, equivalent to 3.43 percent of annual revenue, according to its annual report.

The award recognises technologies that have moved beyond laboratory research into industrial application, linking high-performance tyre development with green and intelligent manufacturing processes.

Central to the company's research strategy are two proprietary technology platforms: the X-Tech System for truck and bus radial tyres and the Phecda Tech System for passenger car radial tyres. The platforms combine compound formulation, tyre structure design, process engineering, simulation, testing and intelligent manufacturing within a single development framework.

Rather than adapting an existing product architecture, the platforms define performance targets according to vehicle application, operating conditions and customer requirements before developing compounds, structures and manufacturing processes. ZC Rubber said this enables it to develop tyres for different duty cycles, climates, road conditions and regional requirements rather than using a standardised design.

Henry Shen, Senior Vice President of ZC Rubber, said: “Our objective is not simply to develop an individual material, tread pattern or manufacturing process. X-Tech and Phecda are complete development systems that connect user requirements with simulation, materials, tire engineering, manufacturing and validation. This award recognizes the direction we have pursued through sustained R&D investment.”

The company has applied the X-Tech and Phecda platforms across products developed for different regions. In Asia, the X-Tech System underpins the X-Elite truck tyre series. In Europe, it is used in the WESTLAKE Gen II commercial tyre range, while the Phecda Tech System supports passenger car tyres including the WESTLAKE ZuperAce Z-007 and GOODRIDE Solmax 1. Technologies from both platforms have also been applied across ARISUN's truck and passenger car tyre ranges in the Americas.

Shen said: “International markets do not have identical requirements. A tire developed for European highway fleets, Southeast Asian transport operations or passenger vehicles in the Americas must respond to different vehicles, roads, climates and customer priorities. Our technology platforms allow us to address those differences through a consistent and systematic development process.”

The company said the award-winning project incorporates green and intelligent manufacturing technologies intended to improve product consistency, production efficiency and energy performance. It added that the X-Tech and Phecda platforms will continue to support original equipment and replacement market product development across its WESTLAKE, GOODRIDE, ARISUN and other brands.

The Indian Rubber Materials Research Institute (IRMRI) has officially announced the appointment of Professor (Dr) Abhijit Bandyopadhyay as its new Director. This decision marks a significant leadership transition for the institute, as it prepares to welcome a figure with extensive expertise in polymer science and rubber technology.

Professor Bandyopadhyay brings a distinguished academic and technical background to his new position. He currently serves as a full Professor in the Department of Polymer Science and Technology at the University of Calcutta and holds the role of Director, Technical at the South Asia Rubber and Polymers Park in West Bengal. His prior experience includes a tenure as Assistant Professor at the Rubber Technology Centre, IIT Kharagpur, and he has recently been appointed as a Technical Consultant for Rubber products at Berzelius Materials Performance Inc. in the United Kingdom.

Stepping into his new role, the new Director is expected to prioritise research advancement, indigenisation of technologies and sustainable development within the rubber sector. The IRMRI leadership and members have expressed confidence in his visionary guidance, anticipating that his leadership will drive the institute toward greater innovation and research excellence in the coming years.

The Bureau of Indian Standards (BIS) has granted laboratory recognition to M/s D. Banerjee Centre of Excellence (DBCOE), based at the JSS Technical Institutions Campus in Mysuru, Karnataka, for a three-year period from 8 July 2026 to 7 July 2029.

The recognition, issued under the BIS Laboratory Recognition Scheme (LRS), enables the centre to undertake testing activities in accordance with BIS requirements. The laboratory's details have been uploaded to the BIS Laboratory Information Management System (LIMS), with sample receipt, testing and report generation to be managed through the online platform. The recognition remains subject to compliance with the provisions of the BIS LRS 2020.

Established by the Indian Institute of Rubber (IRI) in collaboration with JSS Technical Institutions, the centre is intended to strengthen industry-academia collaboration in polymer science and rubber technology while supporting research, testing, training and technology development for the tyre and wider rubber industry.

The facility has developed capabilities in material characterisation, wet chemistry and forensic failure analysis. Its laboratories can analyse raw materials including carbon black, rubber chemicals, elastomers, accelerators and antioxidants, while also supporting material specification development, plant audits and quality approvals. Plans are also in place to expand failure analysis services for manufacturers, particularly small and medium-sized enterprises (MSMEs).

DBCOE also aims to support manufacturers adapting to changing automotive requirements, including electric vehicles, through research into advanced materials and sustainable alternatives. Its stated focus includes bio-based materials, tyre recycling, steel reuse and low-emission polymers, alongside technical support for regulatory compliance and homologation.

Alongside its testing infrastructure, the centre has established a training ecosystem for the rubber sector. It offers two flagship programmes: a Diploma in Rubber Technology for diploma holders and new recruits, and a Postgraduate Diploma in Rubber Technology for science and engineering graduates. Both programmes combine online theory modules with practical training and laboratory sessions at the Mysuru campus, with final examinations conducted by IIT Kharagpur.

The centre is also developing a series of short-duration industry courses covering mixing, compounding, extrusion, calendering, tyre building, moulding, retreading, footwear, conveyor belts and latex products. These programmes combine classroom instruction with practical demonstrations, testing methodologies and failure analysis.

According to the centre, more than 40 industry experts contribute to its training programmes. Several tyre manufacturers, including Apollo Tyres, Yokohama, BKT and JK Tyre, recognise completion of the diploma programme as part of their employee development initiatives.

The centre primarily serves the tyre industry but also aims to support non-tyre rubber manufacturers, particularly MSMEs that lack access to advanced testing facilities and technical expertise. Through consultancy, training and laboratory services, it seeks to improve technical capability, product quality and compliance across the broader rubber sector.

Elkem ASA, a global leader in advanced silicon-based materials, has announced the appointment of Dag Teigland as its new Chief Executive Officer, effective 3 August 2026. The board’s decision coincides with the departure of Helge Aasen, who will step down after leading the company since 2009 to take on the role of Chairman of the Board.

Bringing more than two decades of industrial and investment expertise, Teigland currently serves as executive chairman of Tekna Holding ASA, a firm known for advanced metal powders. His career includes senior executive positions at Tinfos AS and Holta Invest AS, where he managed an active investment platform. Previously, he held multiple leadership roles at Elkem from 1998 to 2002, culminating as Managing Director for the chrome business area, providing him with direct familiarity with the company’s operations.

Marianne E Johnsen, Interim Chair of the Board of Elkem, said, “The Board is pleased to appoint Dag Teigland as CEO of Elkem. He brings deep industrial expertise and a proven track record of driving development and transformation. With his background spanning both international industrial operations and investment environments, Dag is well suited to lead Elkem into its next phase of growth and development.

“At the same time, the Board would like to thank Helge Aasen for his strong leadership and significant contribution to Elkem over many years. During his tenure, Elkem has strengthened its strategic position, expanded its global footprint and developed world-leading positions in silicon, ferrosilicon, foundry alloys and carbon solutions. Helge has also led Elkem through major portfolio and financing measures, including the divestment of the Silicones division. We are very pleased that he will continue to contribute to the company’s development as chairperson of the board.”

Teigland said, “It is a great honour to return to Elkem and take on the role of chief executive officer. Elkem is a company with a strong industrial heritage and a leading position within its respective segments. I look forward to working with the Board, the Elkem leadership team and colleagues worldwide to build on this foundation, accelerate sustainable growth, advance safety and innovation and ensure that Elkem continues to supply the strategic materials needed for a cleaner, smarter and more resilient future.”

Aasen said, “It has been a privilege to lead Elkem as CEO over the past 17 years. I am proud of what the organisation has accomplished during this period and confident that the company is well positioned for long-term, sustainable value creation. I look forward to continuing to support Elkem in my new role as chairperson of the board and to work closely with Dag in the transition.”