Ceat Tyres Targets Global Growth With Region-Specific Products

Ceat Tyres is stepping up its global game as it prepares specialized products for markets across Europe and the United States.

RPG Group Vice Chairman Anant Goenka said the company aims to grow its international presence and build itself into a strong global brand. Exports already make up about 20 percent of Ceat’s revenue, and the company expects that share to rise in the coming years.

Goenka said the team is working on tyres tailored to the needs of each market. “What is the customer need in Italy, what is the customer need in Spain, we are developing an entire range of tyres for that specific market. It could be for the wine growing region, it could be for certain weather conditions in those countries,” he said. The company is also testing its products in the Nordic region, Germany, and other areas to match varied road and weather demands.

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Regional behavior plays a major role in design. Goenka noted that roads in the Middle East and the U.S. tend to be straight, while Europe has more curves and shifting conditions. These differences are shaping the company’s engineering approach.

Demand levels remain strong across segments. “We are finding ourselves short on capacity. We sell about 60 percent in the replacement market, 20 percent internationally, and 20-25 percent to OEMs,” Goenka said. Stable raw material prices are also helping the outlook, with rubber holding near Rs 185 per kg and crude around USD 60 per barrel.

As Ceat Tyres moves forward, the company is focused on strengthening its Camso acquisition, valued at USD 225 million, and using the brand’s premium positioning to its advantage.