Ceat lays out road for premium play

Ceat plans to revamp its brand positioning strategy to target SUV owners and adventure bikers as it tries to position itself as a premium tyre maker.

- ANJALI SINGH

The company currently has a basic product range and will be launching tyre sizes over the next two quarters for SUVs and motorcycles.

This shift aligns with the growing trend of Indian consumers purchasing SUVS and travelling long distances for leisure purposes. The passenger tyre market totals around 2.5 million tyres per month, and Ceat holds approximately a 17 per cent share. Previously focused on urban commuting safety, the company is now aiming to position itself as a brand for exploration. This strategy recognises the growing popularity of SUVS and the desire for adventure travel among Indian consumers.