ACI Bureau

The two and three-wheeler tyre manufacturer, TVS Srichakra Limited, launched its new brand, TVS Eurogrip, in Chennai. The new brand targets millennials with the company aiming to strengthen its leadership in the two-wheeler segment. Averred P Vijayaraghavan, Director, TVS Srichakra Limited, “India will remain a promising market for two-wheelers and we see tremendous growth opportunity. TVS Eurogrip caters to the needs and requirements of the new age Indian rider. With the launch of the new tyres, the company will position itself as a sporty, innovative and global brand. Along with the brand launch, the company also unveiled the new logo and 19 premium tyres including zero-degree steel-belted radial tyres. These extreme performance tyres provide unmatched stability at high speeds and are rated to run at speeds up to 270 kmph. The company will offer tyres for two-wheelers in the category of 70 cc to 310 cc.

As part of the TVS Group, TVS Srichakra rolls out around 2.8 million tyres every month from its two manufacturing facilities in Madurai (Tamil Nadu) and Rudrapur (Uttarakhand). The company holds a significant market share among the two-wheeler manufacturers in India. It is also known to have a vast nationwide distribution and dealership network to cater to the aftermarket demand. The company’s tyres are exported to over 70 countries across the world. Speaking on the sidelines of the launch, P Srinivasavaradhan, President, TVS Srichakra Limited, said, “For over 3 decades, we have established ourselves as a leading global brand in the two-wheeler tyre category. We have always understood customers’ needs, their aspirations and dreams, and have provided them with products that enrich their riding experience.” “TVS Eurogrip has all the elements the new age rider is looking for – design, superior quality, high performance and is backed by the rich heritage and trust of TVS,” he said.

The new product, known to be designed with global expertise in India will be sold across the globe by the company. Over the years, TVS Srichakra has been expanding its footprint by adopting cutting-edge technology-driven by state-of-the-art research and development with experts in India and abroad. Mentioned P Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited, “The two-wheeler tyre space is seeing a rise in adventure seekers and recreational riders, for whom, the joy of riding has become a way of life. The rider today wants to live every moment to the fullest, impress his peers, and go beyond the normal.” “TVS Eurogrip’s brand idea of ‘Outlive, Outperform and Outdo’ is based on this insight,” he explained.

The company has also strengthened its R&D operations, opening a design and innovation centre in Milan. More than a dozen experts are working on designs for future products in collaboration with the company’s R&D centre in Madurai. It is claimed to have spent about 1.3 per cent of its revenue on R&D in FY19. “We also have Japanese experts working for us and, in total, we have close to 120 people,” said V Sivaramakrishnan, Chief Technology Officer. The Rupees 2,393-crore company is also upgrading its test track in Madurai. “We stay invested across capabilities to tap the emerging growth opportunities. The test track is getting upgraded for high-speed products,” added Srinivasavaradhan. ACI

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