_______________________________________________________________________________________________________________ CEAT
“ In terms of our market mix , we garner around 83 percent of our revenue from the domestic market in India , with the remaining 17 percent generated from international markets . We are the market leader in India for two-wheeler tires . A substantial portion of our turnover and a significantly higher share of our profits comes from the passenger side of the business .”
International Business
CEAT currently operates in three strategic international markets : Europe , the United States and South America . While the company remains dedicated to enhancing its position in these markets , it is also gearing up for entry into two additional Asian markets as part of its expansion plans .
“ Europe continues to be a major focus for us . It was in fact the first market where we studied local needs and understood the required product features . Based on this , we designed a completely new range of passenger radial tires specific to the local region .
“ We have several product platforms for Europe , such as , summer , winter , and four-season , all of which boast ultra-high performance . With the rise of electrification in Europe , CEAT has invested in technology to produce EV tires with low rolling resistance , reduced noise , and high traction for battery-powered vehicles . With Europe undergoing electrification , we have also invested in technology to produce EV tires , which require very low rolling resistance and noise , yet high traction due to the battery pack ,” Arnab continues .
“ Although we have good traction in France , Italy , Spain , and Turkey , we want to strengthen our presence in Germany and the UK . There is also scope for distribution expansion throughout
Europe , as our existing network of around 40 distributors is experiencing positive results in terms of both the quality and range of our products .
“ The United States is a relatively nascent market for us . We ’ ve just got our agriculture radial market off the ground in the Midwest . We have an arrangement with a local warehouse and are currently setting up our distribution network for passenger radials . We are aiming for initial exports by the first quarter of 2024 .
“ In South America , we have an established network in Brazil , Colombia , Bolivia , and Guatemala , and our extensive networking efforts are paying rich rewards as we are witnessing a growth in awareness about our products across the continent . We are particularly focused on enhancing our presence in Brazil . While we already have good business there , we ’ re in the process of developing a range specifically for twowheeler vehicles , which we plan to unveil in the next 12-to-18 months .
CEAT ’ s automation efforts have seen the company become the world ’ s first tire brand to gain Lighthouse designation from the World Economic Forum in 2022
“ In Asia , we have now completed the preparatory work to begin selling in Vietnam and Indonesia . Both are promising consumer markets that we are watching very closely .
“ To facilitate international expansion , CEAT operates some of the most automated , digitally advanced plants that champion Industry 4.0
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