Magazine
CEAT Kelani Holdings is one of the most successful Sri Lanka-India joint ventures, and manufactures more than half of Sri Lanka’s pneumatic tyre requirements. The Company has access to world class technical and R&D support from CEAT India, which when combined with a deep understanding of the needs of various customer segments, comprehensive knowledge of local terrain and operating conditions, an entrenched culture of quality and agility and timely investments into expansion and new technology, make CEAT Sri Lanka competitive in the domestic and export markets.
This is supported by core technology of TYRE design, advanced materials development, robust process engineering and advanced product testing capabilities, ensuring consistently high product quality which helps make Mobility Safer and Smarter, Every day. The product range includes TYREs for passenger cars, utility vehicles, SUVs, trucks and buses, motorcycles, three wheelers, agricultural and industrial vehicles.
One of the leading factors driving the demand for TYREs across the globe is accelerating sales of passenger vehicles, particularly in emerging economies. The major expectations of customers are performance, product range, uninterrupted product availability and aftersales service and support. Performance indicators can differ in the commercial TYRE and passenger vehicle TYRE segments, but the expectations that are common
to all TYRE users are mileage which comes from endurance, handling and safety features and reliability, which translates to minimal product failures. Comfort and appearance are important in the passenger vehicle segment, while for the commercial segment retreadability is also a factor.
For CEAT Sri Lanka, meeting these expectations is a continuous process involving investments in R&D and the latest TYRE building technology, in improved compounds and developing newer tread patterns. CEAT Kelani Holdings has made continuous investments in machinery to increase the range of sizes it manufactures, especially in passenger car radials. "The product offering, service and warranty coupled with the large dealer network have been the keys to our success," says Ravi Dadlani, Managing Director and CEO, CEAT Kelani Holdings.
The company also manufactures Truck Bus Radials (TBR) in Sri Lanka and commands an overall market share exceeding 55 percent of the total market and is the market leader across all categories, except the two-wheeler category into which the company ventured relatively recently. CEAT Kelani Holdings actively supports the government’s efforts to promote saving of foreign currency through increased domestic manufacture. Leveraging on an FTA with India, it exports TYREs to its parent company in India and also exports about 20 percent of its production to countries in the Middle East, North Africa and Southeast Asia.
With nearly 30 years of experience in the Sri Lankan TYRE industry, CEAT has refined its approach to quality and established a culture that fuels a First-Time Right Approach
With nearly 30 years of experience in the Sri Lankan TYRE industry, CEAT has refined its approach to quality over the years and follows a wide ranging Quality based Management (QBM) system. "We have established a culture in our company that fuels a ‘First-Time Right Approach through adherence to well-evolved practices, resulting in the delivery of high quality market-responsive products to our local and export clients," adds Mr. Dadlani.
CEAT Kelani Holdings has been ranked 5th among the 10 strongest brands in Sri Lanka and as the Most Valuable Brand in the ‘Motor’ category. It has achieved a whopping 40 percent increase in brand value in 2021 with a value of Rs 2 billion and has been assigned a ‘AAA’ rating. "We have grown 25 percent YOY in FY 21 and have set ourselves a 20 percent CAGR in 5 years from 2019 to 2025 and are proud that our brand has 84 percent to 95 percent unaided brand recall across categories," he concludes.
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