Evolution and automotive technologies go hand in hand, as there have been tremendous changes in the way vehicles and parts/accessories are designed and sold. Adapting to evolving trends, the Madurai-headquartered tyre manufacturer, TVS Srichakra, which had rebranded from TVS Tyres to TVS Eurogrip a few years ago, has now further streamlined its brand to Eurogrip.
Until FY19, the company’s production line was primarily focused on Bias TT, Bias TL, and Cross Belt Radial tyres. However, it has since evolved significantly, expanding its portfolio to include advanced Zero-Degree Steel Radials, Motocross tyres, and Low Rolling Resistance (LRR) tyres for electric vehicles (EVs). The company has also been growing at 9.4% CAGR during the past six years.
Broadening Product Lineup
Presently, the company’s international range features the Protorq Extreme for sports performance, the Roadhound for sport touring, and the Climber XC, XC-R, and MX Junior for the off-road segment. Besides, it also offers Trailhound SCR, Trailhound STR for trail road segment and Bee Connect, Bee Classy, Bee Moving, Bee Connect UHP, Bee City, Bee Sport and Conta 545 for scooters.
In the Indian market, the flagship range comprises the Protorq Extreme, Roadhound, Beamer YS+, Beamer HS+, Duratrail EB+, and Terrabite DB+.
Driving Innovation Through Global R&D Expansion
Eurogrip has become a significant global player with the establishment of its tech centre in Milan in 2019. Since then, the centre has developed over 120 products, catering primarily to international markets while also meeting domestic demands. European markets value high-speed stability and comfort in tyres, while Indian consumers prioritise durability.
To ensure global standards, Eurogrip tests tyres across various countries, including Italy, Germany, Spain, Japan, Israel (specifically for material science), the Philippines, and India.Besides, it tests these tyres cross country for over 25,000 km in Europe. However, the tyres designed for Indian conditions are tested domestically.
V Sivaramakrishnan, CTO of Eurogrip, explains that customer requirements are becoming more stringent. For instance, one OEM requires a tyre run-out (variation in tyre radius causing potential vibrations) to be under 0.6mm to support sophisticated suspensions, while the average tyre run-out in India is 1.5mm. Eurogrip employs around 100 engineers across its tech centres in India and Italy and has filed over 40 patents. Notably, 35% of the company’s revenue comes from newly launched products – launched in the past three years.
P Madhavan, Executive VP – Sales & Marketing at Eurogrip, highlights the company’s market growth. 'We've seen a clear 500 basis point increase in market share (in the aftersales), growing at around 10%, outpacing the industry,' he said. During this period, the company launched about 45 products, moving beyond the conventional commuter segment. India’s evolving motorcycle market, which now includes premium bikes and off-roaders, has driven Eurogrip’s shift toward the premium segment. Additionally, policies like anti-dumping measures have boosted the brand’s presence by limiting multinational competition, providing Indian-made tyres that meet global standards.
Building Brand
Brand awareness has also seen a significant uplift, aided by Eurogrip’s partnership with Chennai Super Kings (CSK) in 2021. 'We've seen a threefold increase in brand score since our association with CSK,' Madhavan noted. He added that COVID-19 accelerated the company’s digital transformation, enabling remote business operations and customer service across the country. Investments in Milan’s design centre have proven crucial, attracting industry experts and facilitating global testing across varying conditions.
Eurogrip’s presence in international exhibitions has allowed it to showcase its vast product range, which includes over 400 tyres for two-wheelers—one of the largest in the world. Madhavan emphasised that digital tools, AI, and technology partnerships have enhanced the brand's reach and engagement, especially with end consumers. He believes that every business touchpoint, whether trade or consumer, is now interconnected digitally, marking a significant shift in business operations.
Tyres for Every Scooter Worldwide
Sivaramakrishnan further elaborated on the company's technological advancements, stating that Eurogrip manufactures tyres for every scooter rim size globally, from 8-inch to 21-inch. The brand is a leader in the EV segment for both scooters and motorcycles and is the only Indian company to receive the CCC certification for exporting to China for Aprilia.
He added that Eurogrip’s focus is on improving the performance envelope, including dry/wet grip, rolling resistance, and durability. 'Five years ago, we were at about 5-6 on a scale of ten globally. Now, we have reached the level of eight, and we aim to match leading global benchmarks,' he said.
Discussing the challenges of tyre performance in electric vehicles (EVs), Sivaramakrishnan explained that minimising rolling resistance is crucial, as EVs have fewer energy losses compared to ICE vehicles. EVs also exhibit faster acceleration and deceleration, leading to higher wear rates. With added battery loads on one end of the bike, the company aims to improve wear while maintaining fuel efficiency, requiring a different tyre design altogether. The company aims to reduce the rolling resistance by 10% in less than a year, he said.
Eurogrip continues to drive innovation by introducing more products to the market, focusing on technological developments that align with emerging trends and consumer demands, Sivaramakrishnan added.
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