Birla Tyres, once a dominant name on Indian roads, is going a transformation under new ownership. Acquired by Himadri Speciality Chemicals and Dalmia Bharat Refractories, the iconic brand is being restructured to target emerging opportunities within electric vehicles and off-the-highway tyres, supported by strategic innovation and forward integration.

Birla Tyres ruled many Indian roads for over two decades till its fall in 2023. Born as a division of Kesoram Industries in 1991, the tyre maker collaborated with global giant Pirelli shortly after its inception for advanced tyre manufacturing technology.

It started production of truck and bus tyres from its Odisha plant in 1992, and later, between 1995 and 2000, went onto produce tyres across different vehicular categories including passenger, two-wheeler, commercial, farm and heavy earth-movers. 

The Kolkata-based manufacturer produced both radial and bias tyres and had a densely spread supply chain with over 170 sales depots within India and an international network across 17 countries during the helm of its operations.

Production capacities had risen to 15 million tyres with revenue crossing INR 200 billion, annually, until the second decade of the 21st century. The company that once held a moderate share in the Indian tyre market, competing with brands like MRF, Apollo Tyres, CEAT and JK Tyre, was now facing operational efficiencies leading to dwindling market share.

Hence, a new era heralded within the operations of one of the major homegrown tyre makers. Furthermore, the axe fell at the core of the entity in 2019 when Kesoram Industries demerged its tyre division into an independent entity called Birla Tyres Limited to focus exclusively on the tyre business.

Soon after, in 2021, financial crisis led the company to file for insolvency under the Indian Bankruptcy Code due to mounting debts and operational losses. Production slowed significantly with plants running below capacity. The company had incurred debt of over INR 100 billion by 2021, and in FY23, Birla Tyres’ reported a net loss of INR 370.7 million.

Between 2022-2023, the company made revival attempts as it sought investors, explored cost-cutting measures, focused on realigning its product portfolio, emphasising two-wheeler tyres and niche markets like electric vehicles, but to no avail.

Alas, in October, 2023, control of Birla Tyres was handed over to a consortium of Kolkata-based Himadri Speciality Chemicals and Dalmia Bharat Refractories.

The rebirth

According to media reports, Himadri Speciality Chemical and Dalmia Bharat Refractories jointly acquired Birla Tyres under India’s Corporate Insolvency Resolution Process, approved by the National Company Law Tribunal. Birla Tyres faced insolvency due to mounting debt, including claims of INR 115.2 billion by financial creditors. The resolution plan proposed a payment of INR 3.16 billion to secured creditors against admitted claims of INR 109.7 billion.

The new owners aimed to revitalise Birla Tyres by leveraging its existing infrastructure, particularly at the Balasore plant in Odisha. While Himadri Speciality Chemicals planned to focus on passenger car tyres, including those for electric vehicles (EV), Dalmia Bharat Refractories proposed to oversee procurement and material supply.

The strategic partnership sought to re-establish Birla Tyres in niche markets, supported by Himadri’s expertise in carbon black production, which constitutes a significant cost component in tyre manufacturing.

Moreover, the consortium decided in November 2023 to invest INR 2.5 billion to operationalise the passenger car radial segment of the fallen giant.

Path forward

Over a year has passed since the controlling interests have been transferred, but the Indian tyre landscape eagerly awaits the resurgence of a much-loved brand. Speaking to Tyre Trends on the re-launching of Birla Tyres, Himadri Speciality Chemicals Managing Director Anurag Choudhary said, “We plan to initially continue producing Birla Tyres existing range but have outlined a strategic shift towards focusing on electric vehicle tyres in the long term. With the electric vehicle market rapidly expanding, the demand for specialised tyres designed to meet the unique requirements of EVs is expected to grow significantly. Additionally, we also aim to prioritise off-the-highway (OTR) tyres as part of our long-term vision, targeting key industrial and off-road sectors.”

Himadri Speciality Chemicals plans to start the manufacturing process from Birla Tyres’ plant in Balasore, which has with a capacity of 400 tyres per day. While the company acknowledges the growing potential of the EV market, it has not yet determined how much of this capacity will be allocated to EV tyre production. This decision will depend on finalising future plans and market strategies. 

Additionally, no capital expenditure plans have been finalised yet, but it was informed that the specialty chemicals company is considering the establishment of a dedicated supply chain to support the tyre operations.

Alluding to why a specialty chemicals company invested in acquiring a tyre company, Choudhary averred, “Our acquisition of Birla Tyres aligns with a long-standing strategy of forward integration. Historically, we have evolved by building on core processes, starting with coal tar distillation and progressing into areas such as oils, carbon black and eventually speciality black products.”

“This forward-thinking approach has also driven the development of special coal tar-derived materials for applications like anode materials in lithium-ion batteries, reflecting our commitment to innovation and research and development. The decision to acquire Birla Tyres is a natural extension of this strategy. Tyre production uses a significant proportion (almost 26 percent) of carbon black by volume, making it a logical step for the company to integrate downstream into the tyre manufacturing sector. This acquisition not only ensures a steady demand for its carbon black but also positions the company to leverage its expertise in specialty materials and innovation for future growth,” he added.

When asked about plans to introduce sustainable materials in the revival of Birla Tyres, the executive indicated that the company is steadfast in its plan to foster a circular economy and is exploring ways to enhance the reusability of existing materials including carbon black but emphasised that these efforts are still in the research and development phase.

Regarding competitiveness in the tyre market, he stated that the company is devising a comprehensive strategy. As for the challenges of entering the tyre industry, he acknowledged that being a newcomer brings a range of hurdles. However, he viewed these challenges as opportunities to innovate and carve a niche in the market.

Forward integration

Himadri Speciality Chemicals in also setting up a lithium-iron phosphate plant in Odisha to further its expansion into the automotive sector. Furthermore, it also sees growing demand for carbon black within the Indian market.

Commenting on opportunities in India's carbon black market, Choudhury highlighted, “Himadri is focusing heavily on speciality carbon black, a high-value segment with diverse applications. We have a current production capacity of 60,000 metric tonnes and plan to expand it to 130,000 metric tonnes, positioning us as the world’s fourth-largest producer in this niche. We are also focusing on speciality carbon black for EV tyres.”

When asked about the potential of recovered carbon black, he expressed doubts about its ability to replace virgin carbon black due to quality constraints. While the company supports sustainability under its ESG commitments and is a signatory to the United Nations Global Compact, recycled carbon black is expected to remain a small, complementary product in its portfolio. 

Speaking on the lithium-iron phosphate plant in Odisha, Choudhary mentioned that the first phase is designed to produce 40,000 metric tonnes, supporting 20 gigawatt-hours (GWh) of battery production. The project involves a capital expenditure of INR 113 billion and marks a significant step in Himadri’s strategy to support the EV and battery sectors. 

Moreover, he sees significant growth opportunities in the EV market, which he mentioned is at a critical inflection point, leading to exponential adoption. The company is investing in materials essential to the EV ecosystem. It has focused on developing key battery components such as cathodes and is conducting research on anodes, which together account for 65 percent of a lithium-ion cell’s cost.

Black Swan Graphene Inc. (Black Swan) has appointed Jobin George as Technical Sales Manager for the Europe, Middle East and Africa (EMEA) region with immediate effect. This significant move, which supports Black Swan's worldwide commercial team as it promotes adoption of its graphene-enhanced products, follows Dan Roadcap’s appointment as Head of Technical Sales and Business Development.

George has an MBA from ICFAI University in India, a Post Graduate Diploma from the Central Institute of Petrochemical Engineering and Technology in India and a Bachelor of Science in Chemistry from Mahatma Gandhi University, India. He brings with him more than 20 years of global expertise in project management, business development and technical sales. George has had positions at Sands International Plastics and Sojitz Corporation in the United Arab Emirates, as well as Aquapak Polymers and H-Pack Global Ltd.

Simon Marcotte, President and Chief Executive Officer, Black Swan Graphene, said, “The addition of Jobin to our commercial team marks another important milestone in our global expansion strategy. His international experience, particularly in the EMEA region, and his proven ability to translate technical capability into commercial success make him an ideal fit as we continue scaling our graphene business.”

George said, “Black Swan is positioned at the forefront of advanced materials innovation. The opportunity to contribute to the adoption of such a transformative technology across the EMEA region is tremendously exciting. I look forward to engaging with our existing customers and partners, along with exploring opportunities for new clients as well, to showcase the performance and value of Black Swan’s graphene solutions.”

The Tire Recycling Foundation (TRF), a joint initiative led by the U.S. Tire Manufacturers Association (USTMA) and the Tire Industry Association (TIA), has appointed Stephanie Mull as its Executive Director.

Mull will spearhead the organisation's initiatives to promote innovation and invest in the circular tyre economy, expand the market for end-of-life tyres and support studies to fill in the gaps in the sustainability and tyre recycling supply chain in her new role at TRF. Mull brings a wealth of experience in the sustainability field and a broad understanding of fleet management and decarbonisation, including converting fleets to electric and alternative fuel vehicles. In her role as PepsiCo's Sustainability Senior Manager, she oversaw major electrification projects, obtained grant money and spearheaded efforts to lower Scope 1 and Scope 2 emissions throughout Pepsi and Frito-Lay's North American fleets. Mull oversaw the local government's efforts to upgrade municipal vehicles to greener technology and volunteered to help the Red Cross electrify its fleet.

Anne Forristall Luke, TRF Board President, said, “Stephanie Mull brings the passion, in-depth expertise and history of excellence that will drive TRF and its partners to achieve critical tyre recycling and reclamation milestones. We are thrilled to have her join the Foundation as we advance tyre sustainability while tackling the challenges and opportunities ahead.”

Mull said, “I’m honoured to join the Tire Recycling Foundation and support its sustainability mission to achieve 100 percent end-of-life tyre circularity. TRF is a vital nexus of expertise and leadership, and I look forward to working with all stakeholders in developing tyre recycling solutions that pave the way for a more sustainable future.” 

The Tire Recycling Foundation is dedicated to achieving 100 percent circularity for end-of-life tires by advancing innovation, building partnerships and supporting scalable recycling and reclamation solutions. Consisting of 15 global industry leaders with expertise in the manufacturing, recycling and transportation industries, TRF’s Board primarily focuses on the acceleration and adoption of emerging end-of-life tyre market technologies like rubber-modified asphalt (RMA).

The global tyre industry’s top manufacturers and technology suppliers met at the Tire Technology Expo 2025 in Hannover on 4-6 March to unveil technologies focused on driving sustainability, digitalisation and road safety. At the Deutsche Messe, the exhibition featured advances in tyre engineering, materials science and manufacturing technologies that will define mobility in the future.

In opening the event, expo founder Tony Robinson called on manufacturers to close the knowledge gap with consumers, highlighting how most drivers undervalue the importance of tyres in ensuring a vehicle’s safety. He mentioned that safety rests on the four small ‘footprints’ of rubber linking a car to the road, which tends to be undervalued by the general driver.

Looking to the future, Robinson saw a day when tyres contain sensors that share real-time information with other cars and roadside infrastructure. These sensors could warn drivers of dangerous road conditions like flooding or new potholes, making roads safer and avoiding crashes. He predicted that information from tyres could also feed into weather forecasting services, providing useful real-time information on road conditions.

The exhibition floor showcased innovation and high-performance solutions from more than 240 exhibitors, with Bekaert, Rockwell Automation, VMI Group, HF Group, ARP Technologies, Synthos, Nynas, Schill+Seilacher “Struktol” GmbH, Kordsa, Black Donuts and others.

SUSTAINABILITY AND MATERIAL INNOVATION TAKE CENTRE STAGE

The expo also reflected the tyre industry’s growing focus on sustainability, with manufacturers launching new materials and processes to lower environmental impact. Bekaert launched its Mega Tensile reinforcement technology, a major innovation in its Elyta range. The technology enables tyre manufacturers to produce up to 20 percent less steel and 10 percent less rubber compound in belt plies, achieving a 2-4 percent drop in rolling resistance and a huge 15-20 percent reduction in CO₂ emissions per tyre.

Kordsa introduced its REV Technologies, which are specifically tailored to electric vehicle tyres. The company’s innovations include recycled PET (rPET) cord fabric and RFID tyre tags, enabling improved lifecycle monitoring and data collection. Kordsa expects to enhance sustainability and recycling practices by combining digital identification with tyre production.

Teijin Aramid featured its Twaron para-aramid reinforcement, a material that can manufacture lighter tyres with reduced rolling resistance and eventually lower emissions.

EV AND DIGITAL INNOVATION LEAD DISCUSSIONS

As the electric vehicle (EV) market grows, tyre makers focus on creating solutions specific to the special needs of EVs and autonomous vehicles. Continental Tires unveiled an overall sustainability strategy, emphasising the environmental impact of tyres throughout their life cycle. The firm detailed plans to incorporate more sustainable raw materials, minimise waste during production and enhance tyre durability.

Michelin’s Director of Standards and Regulations for Connected Mobility, Claire Fioretti, outlined the company’s efforts around Digital Product Passports (DPP), a major initiative within the (ESPR). The regulation, enacted in 2024, aims to increase supply chain transparency by mandating that products carry a permanent, readable identifier usable throughout their life cycle. Michelin is already testing the programme in various industries, such as textiles, electronics and automotive components, with the cooperation of French, German and Swedish stakeholders.

The ESPR system, Fioretti characterised as an ‘ambitious information system’, will enable the maker, the recycler and the buyer to make environmentally informed decisions. She stressed that the movement is not so much about compliance as a transition towards the principles of the circular economy. By 2027, by the time broad adoption of the ESPR sets in, product design may improve, recycling efficiency will be elevated and buyers’ confidence will be boosted in second-hand markets.

MANUFACTURING INNOVATION AND AI TECHNOLOGY

The event showcased the latest digital manufacturing solutions to enhance efficiency, lower waste and better quality control. Rockwell Automation launched AI-driven tools to optimise tyre production, including digital thread technologies for tracking data without interruption through various manufacturing processes.

Black Donuts launched its Digital Twin Tyre Plant Simulation, a cutting-edge real-time virtual modelling tool that aids manufacturers in minimising downtime and optimising production. The company’s methodology involves end-to-end finite element analysis, enabling accurate tyre performance simulations before production.

HF dominated the manufacturing technology market with its state-of-the-art electric tyre curing presses. The company illustrated how its new electric curing technology could be applied to new and retrofit installations to minimise energy consumption and enhance process efficiency. Fischer TireTech exhibited computerised cord-cutting lines and premium extrusion technologies aimed at increasing accuracy in tyre production.

Uzer Makina launched a high-end electric tyre curing press focused on energy efficiency and precision production. ARP Technologies showcased its Electromagnetic Heating (EMH) curing system, a more energy-efficient curing process, alongside an artificial intelligence-based inspection machine that can spot tiny defects with great accuracy.

KraussMaffei featured its multiplex extrusion technology, which enhances first-time production quality and eliminates material bleeding during tyre formation. The company showed a new head clamping technology that maximises channel cleaning effectiveness, further expanding the limits of green manufacturing.

REGULATORY DEVELOPMENTS AND ENVIRONMENTAL CONSIDERATIONS

Regulatory matters were on the agenda at the expo, with leading experts discussing the changing scene for tyre production and green compliance. Adam McCarthy, Secretary General of the European Tyre and Rubber Manufacturers’ Association (ETRMA), gave a definitive overview of recent European Commission regulatory interventions impacting the sector.

A specific session on Tyre and Road Wear Particles (TRWP) collaborated with industry experts from Bridgestone, Continental and Michelin, as well as leading research institutions, to address the implications of future Euro 7 regulations. It was centred around reducing tyre wear’s environmental footprint without compromising performance levels.

FUTURE OUTLOOK AND INDUSTRY COLLABORATION

During the three-day conference, experts worldwide exchanged information, delved into future technologies and worked on crafting the mobility of the future. The event highlighted reducing carbon footprint, improving safety and customising solutions for future electric and self-driving cars.

The next edition will be held on 3 and 4 March 2026.

TIRE TECHNOLOGY INTERNATIONAL AWARDS FOR INNOVATION AND EXCELLENCE

A key highlight of the event was the prestigious Tire Technology International Awards for Innovation and Excellence 2025. Recognising achievements across 12 categories, the awards celebrate the latest advancements in tyre technology, progress towards a more sustainable industry and the outstanding contributions of individuals driving innovation. This year’s winners are as follows:

Goodyear bagged Environmental Achievement of the Year – Tire Design for its ElectricDrive Sustainable- Material (EDS) tyre.

Continental was awarded the Environmental Achievement of the Year – Manufacturing award for its CO2-neutral tyre production at the Lousado plant in Portugal.

Nokian Tyres won the Environmental Achievement – Industry Contribution award for its inauguration of the world’s first full-scale tyre factory with zero CO₂ emissions in Oradea, Romania.

Bekaert received the Materials Innovation of the Year award for its next-generation reinforcement solution, Mega Tensile.

Sumitomo Rubber Industries won the R&D Breakthrough of the Year award for its Active Tread technology.

VMI was awarded for Tire Manufacturing Innovation of the Year award for its integrated quality monitoring for the MAXX and MILEXX platforms.

ARP Technologies was selected as Industry Supplier of the Year for its many innovations in the tyre curing sector.

Bridgestone bagged Tire Concept of the Year for its Lunar concept tyre.

Michelin was awarded Tire of the Year for its Primacy 5 tyre.

Continental won the Tire Manufacturer of the Year award for the fourth time, acknowledging the scale and breadth of the company’s achievements over the last year.

Two further awards were also given for individual achievements in the industry:

Katerina Filzer, a PhD student at Twente University in the Netherlands, was awarded the 2025 Young Scientist Award for her presentation, ‘An Innovative  Method to Incorporate a Devulcanization Aid into Rubber’.

Anke Blume, head of elastomer technology and engineering at the University of Twente, received the Lifetime Achievement Award for her outstanding contributions to the tyre industry.

KENDA Europe has announced plans to expand its speciality business operations across Germany, Austria, and Switzerland (DACH region), with implementation set to begin in June 2025.

Following its recent strategic realignment revealed at The Tire Cologne 2024, the company will establish a dedicated stock facility near Hamburg to supply specialty products directly to regional distributors.

“This is a natural and strategic development driven by our commitment to being closer to our customers. In a partnership, being there matters, and our goal is to be present, accessible, and supportive of our customers. Strengthening our presence in the DACH region is about more than logistics; it’s about empowering our distributors and creating the conditions for long-term mutual growth,” said Christian de Wit, Sales Director of KENDA Europe Specialty.

The initiative will initially focus on specialty products, including trailer tyres, turf, small industrial and agricultural vehicles, ATV and UTVS, and forklifts. The company plans to eventually transform KENDA GmbH into a central European warehouse for specialty products, with potential future expansion to include additional product lines such as powersports.

The company indicated it would share further details with partners as the June launch approaches.