CEAT unveiled CIRCL, India’s first road-ready passenger car tyre made with up to 90% sustainable materials, in a high-energy launch that combined technology, sustainability, and a touch of cricketing stardom. The event, held in Mumbai, showcased CIRCL’s two variants: CIRCL 90 and CIRCL 50, which promise eco-smart mobility without compromising performance or safety. CEAT’s leadership team spoke passionately about the years of research, new patents, and supplier collaborations that made this global first possible. “By 2030, we aim for 40% of our tires to be made from sustainable materials, using bio-based and recycled components, driving innovation responsibly and globally,” says Lakshmi Narayanan, Chief Marketing Officer, CEAT, highlighting the innovations that set CIRCL apart from global concept tyres.
The biggest surprise of the afternoon came when CEAT welcomed its long-time brand partner and Indian cricket captain, Rohit Sharma, to the stage. Greeted with thunderous applause, Rohit Sharma draws parallels between the discipline of preparation in cricket and CEAT’s meticulous approach to developing sustainable tyres, he expresses, "A lot of my time was devoted to preparation, understanding the opposition, and reacting instinctively; preparation is the key, whether in cricket or in any field of life." Just as Sharma emphasizes preparation for peak performance, CEAT’s multi-year R&D, supplier collaborations, and innovations in bio-based and recycled materials underscore the same dedication to sustainability, performance, and global leadership. The synergy between CEAT’s breakthrough innovation and Sharma’s iconic record-breaking 264 runs was underlined with a symbolic gesture, the unveiling of 264 limited CIRCL tyres, marking a new era of sustainable mobility in India.
After the launch, in an interview with IMPACT, Lakshmi Narayan B. elaborated on the innovation behind CIRCL.
Watch the full video of the interaction here:
Find the edited excerpts below:
Q] As you are all prepped up for this launch, can you ive us a bit of insight behind this innovation?
India has evolved a lot. Today, as much as consumers are buying into EVs and IC vehicles, there is also a higher sensitivity and willingness to know more about sustainability. In that space, we have had a slew of innovations this year, more on the performance front in the beginning of the year, more in the space of run-flat technologies and calm technology, and now we are following through in the space of sustainability. When consumers ask us about vehicles, one aspect is fuel efficiency or range, which gives them better sustainability. But they also ask, what about the tyre’s performance and how sustainable can tyres really be? That’s the challenge we decided to answer today, and it rests on two fronts: Circle 50, which is a 50% sustainable tyre, and Circle 90, which goes up to 90%.
The fundamental piece we wanted to deliver to customers was not just a concept tyre but a road-ready tyre. ‘Road-ready’ technically means we are at scale, absolutely ready to fit these tyres onto vehicles. Currently, we have launched it in one particular size- 215/50R17 and we are looking forward to consumers, especially the design-oriented set of consumers, adopting this product. We are also looking forward to scaling it up further.
Q] As this product is now launched in the market, what are the go-to marketing strategies you are looking at? Which mediums are you prioritizing, and how will your ad spend be divided between digital and traditional?
For this product, there are two fundamental spaces. One is a select set of channel partners where these tyres will be available, and more importantly, online media, where we will be promoting them so that we reach the right audience and the right customers. That is the space we will be working towards.
Q] What will be your marketing strategy here? Will you prioritize digital mediums more?
Oh, this is going to be purely digital, because we are talking about a very niche audience. For customers, this is a limited edition. We also got a chance to celebrate the happiness that Rohit Sharma has brought to the country. So, it’s only 264 tyres, a limited edition, and that gives us a great opportunity to build awareness. It’s not something available to everybody. It’s a 264 series that you are fitting on your vehicle.
Q] With this 264 limited edition launch, what does the future look like? Do you plan to extend it, or are there any upcoming plans around it?
It's a function of the scale that we are able to reach with awareness and with interest, and I'm pretty sure we will do that. A few months down the lane, we will have a better answer to that question.
Q] Rohit Sharma has been associated with CEAT for a long time. For this initiative, do you see him as the face of the campaign? And if so, how do you connect him with the idea of sustainability?
The most important piece is for consumers to acknowledge the fact that if they want to create pride in the country, they have to adopt products which are more sustainable in nature. And that’s exactly where Rohit Sharma fits in for us. We found a fantastic opportunity here to celebrate his performance and contributions to the country. That, for us, is enough. One, to acknowledge his contributions, and two, to build consumer interest.
Q] Sustainability often comes with a premium price. How do you plan to market this idea to Indian consumers and convince them to pay that premium for sustainability?
You are absolutely right. Look, the entire product has not been built overnight, it’s been developed over years. There are three patents that we have filed for this product. If you look at the 360-degree effort, there is a lot that has gone into reaching this point. For someone to provide a road-ready tyre with performance matching that of conventional tyres is quite a big deal. In fact, this would probably be the first time in the world that any tyre would be 90% sustainable and still road-ready. That’s the charm we want to deliver to consumers.
Q] Since this is a first step in India’s sustainability journey, are you also planning to take it to international markets as a ‘Made in India’ product, or will it remain limited to Indian consumers?
Right now, it’s made in India. We sell in multiple continents, and our Chennai factory caters to over 100 countries. So that is already work we are pursuing.
