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CEAT Ltd is the flagship company of RPG Enterprises, which was established in 1958. Today, it is reckoned as one of India’s leading tyre manufacturers and has a strong presence in both domestic and international markets.
CEAT is considered as the first tyre manufacturer in India that introduced a franchise model for tyre retail and service. Today, the brand brags about having 120 franchise stores. Over the years, CEAT franchisees have been at the forefront of delivering a holistic consumer experience to CEAT customers. The brand believes that franchising has allowed them to develop a service approach towards tyre retail, providing consumers with a smooth, carefree experience. The preferred franchisee for CEAT must possess understanding of tyre/ automobile retail markets and should have high service orientation to devote time to business building.
Opportunities for 2014
Moving ahead, CEAT intends to double the current shoppe base by 2015. The growth will come from new franchise -owned stores that will be coming up in tier II and III cities in key territories.
Nitish Bajaj, VP-Marketing, Ceat Ltd
“Currently, CEAT commands an overall market share of 14% in the tyre Industry. We are bullish on growth and look forward to be market leaders in motorcycle and UVR segments by 2016.”