Two- and three-wheeler tyre maker TVS Srichakra Ltd has announced a new brand, TVS Eurogrip, for its two-wheeler tyres in a bid to shed its ‘conservative’ tag and turn it into an international brand.

All its tyres will eventually be sold under the new brand name. Coinciding with the brand launch, the company has unveiled 19 premium tyres including zero-degree steel belted radial tyres that promise better stability at speeds of up to 270 kmph.

“While we have been known for our quality and reliability, we wanted to move to the next level by appealing to millennial customers. TVS Eurogrip will position itself as a sporty, innovative and global brand,” P Vijayaraghavan, Director, TVS Srichakra, said at the brand launch here. The move is also aimed at strengthening the company’s position in the two-wheeler tyre market, as the recent years have seen increased competition in the segment with new entrants.

Under TVS Eurogrip, the company will offer tyres for two-wheelers in the category of 70cc to 310cc. It is particularly eyeing the replacement market, which forms a major chunk of its two-wheeler business.

Innovation centre

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 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, including scores of scientists and engineers in Madurai, in our R&D operations,” said V Sivaramakrishnan, Chief Technology Officer.

The ₹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,” said P Srinivasavaradhan, President of the company.

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