BURNING RUBBER
Business Today India|February 04, 2024
Two-wheeler tyre market leader CEAT is betting on electrification and premiumisation as it targets a top line of ₹17,000 crore in three years. But competition is intensifying and it must strive hard to consolidate its lead
PRERNA LIDHOO
BURNING RUBBER

FIFTEEN YEARS AGO, a wave of change swept through the corridors of CEAT’s artsy head office in Mumbai’s Worli, transforming the brand’s identity. The iconic rhino mascot—a faithful companion for nearly 50 years—and the company’s tagline “Born Tough” were retired. In came a simplistic logo and a new tagline, “Making Mobility Safer And Smarter Everyday”.

This marked a poignant departure from tradition, as CEAT—under the stewardship of RPG Enterprises Chairman Harsh Goenka—rolled into a new era. For the company’s new MD and CEO Arnab Banerjee, a veteran of more than two decades, the new identity underscores the company’s ability to keep its ears to the street. “During one of our focus group discussions, it came up that rhinos are going to be extinct soon. It was important to listen to what our customers were saying and how we wanted to relook at ourselves in order to stay relevant,” he says.

What separates it from the competition, Banerjee says, is that CEAT has always seen itself as a business-to-consumer (B2C) company, even though a major chunk of its business is business-to-business (B2B), catering primarily to two- and four-wheeler original equipment manufacturers (OEMs), and truck and bus fleet firms. So it has placed a premium on brand connection. Take CEAT’s association with cricket, for example. It’s a source of nostalgia for fans from the ’90s, who fondly remember the CEAT Cricket Ratings. And RPG Enterprises’ flagship company has seamlessly woven itself into the lives of fans of a more recent vintage as the sponsor of the Indian Premier League’s ‘Strategic Timeout’.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

This story is from the {{IssueName}} edition of {{MagazineName}}.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

MORE STORIES FROM BUSINESS TODAY INDIAView all
"Focus on the challenge of each customer"
Business Today India

"Focus on the challenge of each customer"

SHASHANK KUMAR MD & CO-FOUNDER I RAZORPAY Razorpay is India's first full-stack financial solutions company

time-read
1 min  |
December 08, 2024
PEDAL ON THE FUTURE
Business Today India

PEDAL ON THE FUTURE

THE MG WINDSOR EV, WITH ITS FUTURISTIC AND MINIMALIST DESIGN, COMBINES THE BEST OF BOTH WORLDS-COMFORT AND TECHNOLOGY

time-read
1 min  |
December 08, 2024
BREATHE EASY
Business Today India

BREATHE EASY

Whether you're battling allergies, looking to remove pollutants, or simply want to breathe easier, the right air purifier can make a difference

time-read
2 mins  |
December 08, 2024
The Taste of India in a Glass
Business Today India

The Taste of India in a Glass

FROM ROYAL LIQUEURS TO DISTILLED MAHUA, INDIAN HERITAGE ALCOHOLIC BEVERAGES ARE HAVING THEIR DAY IN THE SUN

time-read
4 mins  |
December 08, 2024
LOOK BEFORE YOU LEAP
Business Today India

LOOK BEFORE YOU LEAP

IN 2025, INVESTORS WILL NEED TO FACTOR IN VOLATILITY ACROSS ASSET CLASSES

time-read
5 mins  |
December 08, 2024
MISSING ADVISORS
Business Today India

MISSING ADVISORS

INDIA HAS JUST ONE INVESTMENT ADVISOR FOR NEARLY EVERY 200,000 INVESTORS. AT A TIME WHEN RETAIL PARTICIPATION IN THE STOCK MARKETS IS BOOMING, THIS ASSUMES SIGNIFICANCE

time-read
7 mins  |
December 08, 2024
TURNING A CORNER
Business Today India

TURNING A CORNER

SHARED ELECTRIC MOBILITY START-UP YULU'S SHIFT TO SERVICING THE QUICK COMMERCE SECTOR IS HELPING IT GROW FAST. IT IS NOW FOCUSSING ON IMPROVING ROAD SAFETY FEATURES AS IT TURNS EBITDA POSITIVE

time-read
5 mins  |
December 08, 2024
REALITY CHECK
Business Today India

REALITY CHECK

INDIAN STOCK MARKETS PLUNGED BEGINNING OCTOBER FOR A HOST OF REASONS, INCLUDING A FALL IN FII OWNERSHIP. HOW DEEP WILL THE CORRECTION BE?

time-read
6 mins  |
December 08, 2024
TRUMP'S TRADE TANGO
Business Today India

TRUMP'S TRADE TANGO

The return of Donald Trump as the 47th President of the US has put the global economy on edge. India, too, is unlikely to remain unaffected. How will policymakers meet this latest challenge?

time-read
9 mins  |
December 08, 2024
"The essence of the Trump administration will be transactional”
Business Today India

"The essence of the Trump administration will be transactional”

Global investor, analyst, and best-selling author Ruchir Sharma decodes why Donald Trump won the elections, what India should do, the risks, and more

time-read
10 mins  |
December 08, 2024