CEAT
Leading Indian tire manufacturer covering automotive, motorcycle, and industrial tires.
Last updated August 31, 2026
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Overview
CEAT Limited is an Indian multinational tyre manufacturer and a member of the RPG Group. Although the company’s Indian operating history begins with its incorporation in Mumbai in 1958, the CEAT name originated in Turin, Italy, where Virginio Bruni Tedeschi established Cavi Elettrici e Affini Torino in 1924. The original business was associated with electrical cables and related products before the name became connected with tyre manufacturing in India. CEAT’s Indian expansion developed through collaboration with the Tata Group and the establishment of manufacturing and technical capabilities. The company created a research and development unit at Bhandup, Maharashtra, in 1972, and later absorbed Deccan Fibre Glass Limited in 1981. During the early 1980s, ownership of the Italian CEAT business and the rights to the CEAT name changed hands. RPG Group acquired the Indian company in 1982, and the business was renamed CEAT in 1990. This transition established the modern CEAT enterprise within one of India’s major diversified business groups. The company broadened its technical capabilities through international cooperation. In 1993, CEAT worked with Yokohama Rubber Company to manufacture radial tyres at its Nashik facility. It also expanded beyond India through CEAT Kelani, a joint venture formed in 1999 with Asia MotorWorks and Kelani Tyres to manufacture and market CEAT products in Sri Lanka. The venture commissioned a radial-tyre plant at Kalutara in 2006, while Asia MotorWorks later exited the arrangement in 2009. CEAT manufactures tyres for passenger cars, SUVs, motorcycles, scooters, bicycles, trucks, buses, light commercial vehicles, tractors, trailers, auto-rickshaws, earth-movers and forklifts. Its portfolio includes consumer replacement tyres, commercial-vehicle products, agricultural tyres and industrial or off-highway applications. The company’s cited manufacturing footprint includes facilities at Halol, Butibori, Bhandup, Nashik, Ambernath and Chennai. A newer radial-tyre facility near Chennai supports passenger-car and two-wheeler production and reflects the company’s effort to expand modern radial capacity. The brand combines mass-market coverage with more specialized and premium product families. Examples include SportDrive and SportDrive SUV for higher-performance passenger and SUV applications, SecuraDrive and SecuraDrive SUV for passenger cars and compact SUVs, and SportRad and CrossRad for motorcycle use. In 2022, CEAT introduced CrossDrive as an all-terrain SUV range. The company has also developed custom tyres for specialized entertainment and mobility projects, including the futuristic vehicle Bujji featured in the film Kalki 2898 AD. Beyond manufacturing, CEAT has built visibility through cricket, motorsport and football partnerships. It sponsors cricket-related properties and players, supports strategic-timeout branding in the Indian Premier League and Women’s Premier League, and has used events such as the CEAT Cricket Rating Awards to associate the brand with sporting performance. In 2024, CEAT became the official tyre partner of German football club Bayer 04 Leverkusen for two seasons. It is also title sponsor of the Indian Supercross Racing League and has run Enduro, an off-road training initiative for riding enthusiasts. CEAT has received manufacturing and quality recognition, including the Deming Prize in 2023, described in the reference material as a first for a tyre company. Its Chennai and Ambernath plants received Sword of Honour recognition from the British Safety Council, and its Halol plant received Lighthouse certification from the World Economic Forum. The company remains an active, export-oriented tyre manufacturer, while its competitive environment includes regulatory scrutiny of alleged coordination among Indian tyre producers over public-sector supply pricing.
History
CEAT traces its name to Cavi Elettrici e Affini Torino, an electrical-cable and allied-products company established by Virginio Bruni Tedeschi in Turin in 1924. The Italian business later encountered ownership and financial difficulties. After changes involving the original owners and the investment firm SOFIT, the Italian operation failed in the early 1980s. Pirelli acquired rights associated with the CEAT name and subsequently sold them to RPG Group. The Indian company was incorporated in Mumbai as CEAT Tyres of India on 10 March 1958. In its early period it collaborated with the Tata Group, helping establish a foundation for Indian tyre manufacturing. CEAT expanded its technical base in 1972 by setting up a research and development unit at Bhandup in Maharashtra. In 1981, Deccan Fibre Glass Limited was merged into the company. RPG Group acquired the company in 1982. The business adopted the shorter CEAT name in 1990, marking the consolidation of the brand under its Indian ownership. CEAT subsequently pursued technology and manufacturing partnerships, including a 1993 collaboration with Yokohama Rubber Company to produce radial tyres at Nashik. International development followed through CEAT Kelani, a joint venture formed in 1999 with Asia MotorWorks and Kelani Tyres to manufacture and market CEAT tyres in Sri Lanka. The venture commissioned its first Sri Lankan radial-tyre plant at Kalutara in 2006. Asia MotorWorks exited the joint venture in 2009. Over time, CEAT expanded across passenger, commercial, agricultural, two-wheeler, bicycle and off-highway categories. Its manufacturing network came to include sites at Halol, Butibori, Bhandup, Nashik, Ambernath and Chennai. A radial-tyre plant established near Chennai in 2020 increased capacity for passenger-car and two-wheeler radial tyres. The company exports to markets across Asia, America and Europe. CEAT’s recent brand development has combined product specialization with sports and lifestyle marketing. Product families such as SportDrive, SportDrive SUV, SecuraDrive, SecuraDrive SUV, SportRad, CrossRad and CrossDrive address performance, passenger-car, SUV, motorcycle and all-terrain applications. The company has also used custom engineering projects, including tyres made for the Bujji vehicle in Kalki 2898 AD, to demonstrate technical capability. The brand’s marketing platform includes cricket sponsorships, the CEAT Cricket Rating Awards, cricket-bat partnerships, Indian Premier League and Women’s Premier League activation, and sponsorship of the Indian Supercross Racing League. In 2024 it entered a football partnership with Bayer 04 Leverkusen. CEAT has also promoted off-road riding through its Enduro training program. Quality and operational recognition includes the Deming Prize in 2023, Sword of Honour recognition for the Chennai and Ambernath plants, and Lighthouse certification for the Halol plant. At the same time, the company has faced competition-law scrutiny in India. The Competition Commission of India’s proceedings concerned alleged information sharing and coordination among tyre manufacturers in relation to public-sector tyre supplies. The matter forms an important part of CEAT’s regulatory history and should be distinguished from ordinary product or marketing activity.
- 2024
Bayer 04 Leverkusen partnership
[1]CEAT became the official tyre partner of Bayer 04 Leverkusen for two seasons.
- 2023
Deming Prize received
[1]CEAT received the Deming Prize for quality-management performance.
- 2022
CrossDrive SUV range introduced
[1]CEAT launched CrossDrive, an all-terrain tyre range aimed at SUVs.
- 2020
Chennai radial facility established
[1]A new radial-tyre manufacturing facility was established near Chennai for passenger-car and two-wheeler radial tyres.
- 2009
Asia MotorWorks exits CEAT Kelani
[1]Asia MotorWorks exited the CEAT Kelani joint venture.
- 2006
Sri Lankan radial plant commissioned
[1]CEAT Kelani commissioned its first Sri Lanka-based radial-tyre manufacturing unit at Kalutara.
- 1999
CEAT Kelani joint venture formed
[1]CEAT formed a Sri Lankan manufacturing and marketing joint venture with Asia MotorWorks and Kelani Tyres.
- 1993
Radial-tyre collaboration with Yokohama
[1]CEAT collaborated with Yokohama Rubber Company to manufacture radial tyres at the Nashik unit.
- 1990
Company renamed CEAT
[1]The company adopted the CEAT name used by the modern Indian tyre business.
- 1982
RPG Group acquisition
[1]RPG Group acquired the Indian CEAT business.
Products and positioning
A broad-range Indian tyre brand combining large-scale domestic manufacturing, replacement and original-equipment applications, export reach, premium mobility products and high-visibility sports partnerships.
Passenger-car performance tyres
SportDrive
SportDrive is a performance-oriented passenger-car tyre family positioned around handling, control and driving comfort. It represents CEAT’s effort to serve customers seeking a more dynamic replacement tyre rather than a purely utility-focused product.
SUV tyres
SportDrive SUV
SportDrive SUV extends CEAT’s performance positioning to sport-utility vehicles. The line is described as targeting improved control and comfort for SUV applications, placing it within the brand’s higher-value passenger-vehicle portfolio.
Passenger-car tyres
SecuraDrive
SecuraDrive serves premium hatchback and sedan applications. Its positioning emphasizes secure everyday driving and passenger-car refinement, giving CEAT a product family for customers who prioritize comfort and perceived safety in replacement tyres.
Compact SUV tyres
SecuraDrive SUV
SecuraDrive SUV is designed for the compact SUV segment. It adapts the SecuraDrive family’s passenger-vehicle positioning to SUV formats and is presented as a product focused on control, comfort and secure road use.
Motorcycle tyres
SportRad
SportRad is a motorcycle tyre range associated with higher-speed riding. It supports CEAT’s two-wheeler portfolio and addresses riders looking for a more performance-oriented product within the company’s motorcycle offering.
Motorcycle tyres
CrossRad
CrossRad is a motorcycle tyre family intended for varied riding conditions and diverse terrain. Its positioning broadens CEAT’s two-wheeler range beyond road-focused performance use.
All-terrain SUV tyres · 2022
CrossDrive
CrossDrive is an all-terrain SUV tyre range launched in 2022. It targets SUV owners who require a product suited to a wider mixture of road and off-road conditions than a conventional road-biased passenger tyre.
Commercial and specialty tyres
Commercial, agricultural and off-highway tyres
CEAT manufactures tyres for trucks, buses, light commercial vehicles, tractors, trailers, earth-movers, forklifts and auto-rickshaws. These products extend the company beyond consumer replacement tyres into fleet, agricultural, industrial and specialized operating environments.
Controversies
2022
Indian tyre price-coordination investigation
The Competition Commission of India investigated CEAT and other tyre companies over allegations that they exchanged price-sensitive information and coordinated pricing for tyre supplies to Haryana’s public transport corporation. Reference material reports an earlier combined penalty of Rs 1,788 crore, including Rs 252.16 crore attributed to CEAT, and searches at company locations in April 2022.
2022
CCI fines tyre manufacturers for cartelisation
India's Competition Commission imposed penalties on Apollo Tyres, MRF, CEAT, JK Tyre and Birla Tyres for cartelisation and issued a cease-and-desist order. The regulator said the manufacturers exchanged price-sensitive data and made collective tyre-pricing decisions.
Marketing campaigns
- 2024Bayer 04 Leverkusen official tyre partnership
Germany · Europe · International
CEAT partnered with Bayer 04 Leverkusen and became the German football club’s official tyre partner for the following two seasons.
Outcome. The partnership expanded CEAT’s international sports-marketing presence beyond cricket and motorsport.
- CEAT Cricket Rating Awards
India
CEAT organized cricket awards recognizing domestic and international male and female players based on its cricket-rating system. The 2023 awards reflected performances during the June 2022 to May 2023 assessment period.
Outcome. The program strengthened the association between CEAT and cricket performance in India.
- Indian Premier League and Women's Premier League strategic-timeout sponsorship
India
CEAT sponsors the strategic-timeout feature in the Indian Premier League and Women's Premier League.
Outcome. The activation gives the tyre brand recurring visibility during two of India’s highest-profile cricket competitions.
- Indian Supercross Racing League title sponsorship
India
CEAT serves as title sponsor of the Indian Supercross Racing League, a competition featuring international riders and multiple racing formats.
Outcome. The sponsorship connects the brand directly with motorcycle performance and off-road riding.
- Enduro off-road riding program
India
CEAT launched Enduro, an off-road training program intended to improve the skills of enthusiasts interested in competitive riding.
Outcome. The program supported community engagement around off-road mobility and motorsport participation.
Brand decisions
2022
CrossDrive all-terrain SUV launchProduct launchBackground
SUV use cases were becoming more varied, including demand for products capable of handling mixed road and terrain conditions.
Action taken
CEAT launched CrossDrive as an all-terrain SUV tyre range.
Aftermath
The launch broadened CEAT’s SUV portfolio with a product positioned for off-road and mixed-terrain use.
2020
Expansion of radial manufacturing near ChennaiStrategyBackground
CEAT sought additional capacity for passenger-car and two-wheeler radial tyres.
Action taken
The company established a new radial-tyre factory near Chennai.
Aftermath
The facility expanded CEAT’s manufacturing base and supplied passenger-car and two-wheeler radial products.
1993
Radial-tyre technology collaborationStrategyBackground
Radial products were becoming increasingly important in passenger and commercial tyre markets.
Action taken
CEAT collaborated with Yokohama Rubber Company to manufacture radial tyres at Nashik.
Aftermath
The collaboration supported CEAT’s movement into more technologically advanced tyre production.
1982
RPG Group acquires CEAT’s Indian businessM&ABackground
The CEAT name and business were undergoing ownership changes after difficulties in the original Italian operation.
Action taken
RPG Group acquired the Indian CEAT company and later consolidated the brand under Indian ownership.
Aftermath
The acquisition created the foundation for CEAT’s development as an RPG Group tyre manufacturer.
Recent events
CCI fines tyre manufacturers for cartelisation[2]
Reported:
India's Competition Commission imposed penalties on Apollo Tyres, MRF, CEAT, JK Tyre and Birla Tyres for cartelisation and issued a cease-and-desist order. The regulator said the manufacturers exchanged price-sensitive data and made collective tyre-pricing decisions.
CEAT to supply tyres for the Royal Enfield Classic 350[3]
Reported:
CEAT announced an association with Royal Enfield to supply Zoom Plus and Zoom Plus F tyres for the new Classic 350. The article states that CEAT will supply tyres for the model; this is reported as an announcement, not as a completed future supply action.
- Unconfirmed
CEAT Kelani announces truck-bus radial tyre production expansion[4]
CEAT Kelani Holdings announced a two-phase expansion that will increase annual production of CEAT Winmile AW tyres in the 10.00 R 20 size from 18,000 to 40,200 tyres.
CEAT appoints Priya Nair as independent director[5]
Reported:
CEAT appointed Priya Nair as an additional director in the capacity of independent director, effective 27 October, for a five-year tenure.
CEAT signs Aamir Khan as brand ambassador[6]
Reported:
CEAT signed Aamir Khan as its brand ambassador for two years, with Khan set to feature in commercials promoting the SecuraDrive premium car tyre range.
CEAT launches puncture-safe motorcycle tyres in India[7]
Reported:
CEAT India launched a new range of puncture-safe tubeless motorcycle tyres as part of its Milaze range. The tyres use sealant technology designed to seal punctures and prevent deflation, and were offered in select southern Indian markets.
CEAT launches Contactless Service experience[8]
Reported:
CEAT launched a Contactless Service experience that includes doorstep tyre repair and a pick-up and drop-off option. The company said the service would roll out in 22 cities over the next five days.
CEAT launches GoSafe S95 face mask[9]
Reported:
CEAT launched the GoSafe S95 face mask, a reusable mask with a six-layer protection filter, priced at Rs 295 per piece and available at CEAT Shoppes and online retailers.
CEAT signs bat endorsement deal with Shreyas Iyer[10]
Reported:
CEAT signed a bat endorsement deal with Indian cricketer Shreyas Iyer. The CEAT logo will appear on the bats he uses in all formats of the game.
Sources11 sources
- 1CEAT Limiteden.wikipedia.org
- 2CCI fines tyre manufacturers for cartelisationfreepressjournal.in
- 3CEAT将为Royal Enfield Classic 350供应轮胎indiatoday.in
- 4CEAT Kelani宣布扩大卡客车子午线轮胎产量sundaytimes.lk
- 5CEAT任命Priya Nair为独立董事indiantelevision.com
- 6CEAT签约阿米尔·汗担任品牌大使equitybulls.com
- 7CEAT在印度推出防刺穿摩托车轮胎carandbike.com
- 8CEAT推出无接触服务financialexpress.com
- 9CEAT推出GoSafe S95口罩financialexpress.com
- 10CEAT与Shreyas Iyer签署球棒代言协议business-standard.com
- 11CEAT launches GoSafe S95 Face Masks, forays into personal protective equipment business - Overdriveoverdrive.in
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