How are the increasing roads & highway construction and favorable mining policies benefitting your organization?
With the government’s thrust on infrastructure development and opening of mining sector, the usage of mining and construction equipments will increase. Consequently, we expect robust demand for mining and construction tyres. Mining and construction have been our key focus areas and we are well poised to service the potential high demand.
What are your offerings for both these sectors that you have introduced in the market in the last two years?
We have launched our Minemax series about two years back. It has proven very well across various mining conditions – providing higher mileage, cooler run and reliable performance. In construction segment too, we have made several improvements based on inputs received from our esteemed OE customers.
During the lockdown many organizations have shifted their focus on R&D, digitalization and innovation to streamline operation and to come up with more customized products. Please share with us your R&D, digitalization activities and innovations during the Pandemic?
The lockdown provided us a good opportunity to shift focus from “routine works” on “improvement” projects. We undertook various projects with our partners to address specific requirements in specific markets. Like all, we were forced to focus more on “digital” ways – and it impacted all areas of our work. We are certainly more productive than we were before. Collaboration with OE customers is more intense and faster than before! We have developed platforms and apps for order processing, product warranty registrations, claim resolution processes, customer contact programs through webinars, etc. We have been positively surprised with the productivity gains we saw. Even on R&D front, we were excited to see new ways of collaborating amongst team members – which we had not envisioned before. We have, of course, also invested heavily in digital infrastructure to enable team members work seamlessly and in a secure environment.
R&D in OTR tyres is a continuous process. How is your product portfolio shaping up? Which are the new products lined-up?
We are continuously sharpening our product portfolio. Our new Minemax series is well received and we intend to make it our flagship platform. The biggest activity in OTR segment is continuous improvement. With the help of our OE customers and key accounts, we continuously work on improving product performance. This will remain our focus. We are also in the process of launching missing seizes in backhoe loader category. With this, our product range will be complete and we will be servicing all the requirements of most of the customers.
Technology enabled tires embedded with sensors and IoTs are firmly gaining footholds worldwide. How is India progressing on this front? Are you planning to launch technology enabled tyres in India?
Yes, these technologies are gaining roots. We believe the Indian market, at this point of time, will not be able to pay the “initial high premium”. Going forward, as the technologies become more commonplace, we are confident of incorporating those in our products. We are sure our long-standing patrons, who have always appreciated our products and services, will afford us opportunities in deploying these features. Meanwhile our R&D team is simultaneously working on some classified projects and we will be ready when the market is ready.
Manufacturing is slowly moving towards sustainability, eco-friendly and energy efficiency products. How are you embracing these to reduce CO2 emission and to manufacture tyres of the future?
Sustainability is the key priority for CEAT at a corporate level. CEAT has adopted a sustainability vision and we have drawn out a long term plan to achieve that. Our plans involve multiple activities at the levels of design, raw material composition, manufacturing processes, tyre lifecycle management and post-life treatment. We are confident that our customers and all other stakeholders will notice our efforts and voluntarily endorse CEAT at all levels.
Covid-19 protocol such as ‘minimum contact’ has further expedited Digital initiatives to be in contact with the dealers and end users. What are the digital initiatives you have taken in this regard?
Firstly, we have significantly reduced our field team’s physical exposure to customers. This is also in the interest of the customers. However, our “tele-presence” is significantly higher and our Key Account Management programs are operating at an enhanced levels than before. Also, as mentioned, investments made on digital have significantly improved our customer services. The processes which have migrated to digital during the last one year include order processing, claim resolution, product warranty registration, safety workshops for customers, customer meets (through webinars) and digital below the line (BTL) campaigns.
Please share with us the after sales services you offer and the awareness campaign for tyre safety you have launched?
We ensure regular outreach to our channel partners to educate them on product features & benefits. We have been proactively conducting regular ‘online safety workshops’ covering various aspects of tyre care and maintenance – along with OE customers, their channel partners and the end users as well.
In view of ever increasing roads & highway construction and favorable mining policies, are there any plans to increase production capacity, to set up new plants or new products in the offing?
At this point of time, we are well-placed to service any additional demand. As the tyre industry is highly capital intensive, we look for long-term sustainable demand projections before making any new investments. As a company, we will always be ready to make appropriate investments to meet customer requirements.
