BKT
SPECIAL REPORT




ReseaRch-dRiven
maRKeT
leadeR




56   POLYMERS & TYRE ASIA AUGUST/SEPTEMBER 2010
Known universally as BKT, the Mumbai-based Balkrishna Industries Limited is one of the world’s
top off-highway tyre-soluti...
SPECIAL REPORT
                                               success as the company is using its
BKT’s success story     ...
One of the world’s fastest growing off-highway solution providers, Balkrishna Industries Limited,
known globally as BKT, c...
SPECIAL REPORT
pick up in the mining, construction and       could cater to the rising global demand        What are your ...
dominaTinG The
                      maRKeT
BKT is one of the favourites of stock-pickers because of its consistently robu...
SPECIAL REPORT

dRivinG pRoducT                                                                             For any tyre m...
noRTh ameRica
                                                                                              dedicated dist...
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Bkt special report aug sept- 10 - tyre asia

  1. 1. BKT SPECIAL REPORT ReseaRch-dRiven maRKeT leadeR 56 POLYMERS & TYRE ASIA AUGUST/SEPTEMBER 2010
  2. 2. Known universally as BKT, the Mumbai-based Balkrishna Industries Limited is one of the world’s top off-highway tyre-solution providers. It is growing at dizzying pace in the 115 countries it sells its products to. It’s eyeing to garner 10% of the world market in this speciality tyre segment by 2015. What is noteworthy is BKT’s ability to produce a mind-boggling range of tyres in 150 new sizes every year with record-beating low turnaround time of just 8 to 10 weeks - the fastest ‘mind- to-market’ product development in the industry. Its R&D focus and good manufacturing practices have taken it to the top of the global market, which is serviced by its excellent distribution and backup service networks By KS Nayar Wherever there are off-highway tyre BKT’s production flexibility has enabled built a powerful brand in the niche requirements, there will be BKT. It has it to develop incredible market agility to OHTs segment that is boosted through presence in most parts of the world. And respond to consumer-focussed demand consistent delivery of quality products. it is continually enlarging its global market any time anywhere in the world. It “BKT is a trend-setting brand that is today share. Despite recession and high raw produces conventional cross-ply tyres as well-accepted globally,” he said. It is its material costs, including that of rubber well as the most sophisticated polyester wide-range of OHTs tyres that is most and carbon black, the Mumbai-based radials, all-steel OTR radials and aramide- appealing to different customers. The company is able to maintain healthy belted run-flat military application tyres. company has 1800 stock keeping units bottom lines because of its unassailable (SKUs) or tyre ranges - one of the highest From agriculture farms to deep mines, market leadership in all tyre segments it in the industry. BKT tyres are on a roll on the back of is in. customer confidence it has built over the BKT’s market leadership only added to BKT’s success story revolves around years. It delivers quality products to the its responsibility to constantly track the innovative off-highway tyre (OHT) exact customer requirements. needs of its growing customer base, said development that is driven by quality, Poddar. All its manufacturing plants are “We have the engineering skills and competitive pricing, worldwide distribution working in full capacity and the fourth one market sensitivity to turn out products networks and service backups. It is one would double the capacity. that the customer wants,” says Vice- of the few companies in the niche tyre President and Managing Director Arvind These modern plants can produce segment that spends 3-5% of the revenue Poddar. “What we have is a unique mix complete lines of bias and radial Off- on research and development. of market insight, in-house design studio Highway tyres that cater to the specific BKT’s ability to work from concept to and mould shop, management focus needs and standards demanded by the manufacturing in the shortest possible and resource allotment to new product various geographical markets. In fact time has made it the fastest product- developments with competent teams to BKT is already REACH-compliant since to-market industry leader. It has the carry out all these,” he told Polymers & Nov 1, 2009, two months ahead of the R&D, technological and manufacturing tyre Asia. requirement by the European Union under capabilities to come-up with OHT solutions the Registration, Evaluation, Authorisation for markets, whose footprint criss-crosses BKT is a part of the Indian industrial and Restriction of Chemical regulations. 115 countries. And it is still growing. conglomerate, Siyaram-Poddar Group with sales in excess of US$550 million. It has “In fact our R&D on an average works BKT produces 140,000 tonnes of tyres a presence in textiles, paper, garments and with 60 different compounds on a regular year at its three state-of-the-art factories tyres. with 95% of the output shipped to the highly-competitive export markets. Of BKT manufactures Off-Highway tyres INSIDE this 60% go to Europe and the rest to the (OHT) at three plants, including the Americas, Middle East, Asia, Africa and newest one in Chopanki on the borders of Haryana and Rajasthan which opened P 59 GloBal Oceania. With the opening of dedicated BKT-North America Operations in Akron, in 2006. It also owns a mould shop for manufacturing its own moulds. Its fourth Ohio, it has expanded its considerable presence in the US, Canada and Mexico plant in Gujarat state is expected to come TReadpRinT markets. on stream in 2011. P 61 BKT’s OHTs for agriculture, industry, Customer driven dominaTinG construction, earthmoving, all terrain, lawn and garden vehicles are the BKT’s greatest growth comes from its The maRKeT best-selling tractor radial tyres Agrimax preferred choice because of its wide- P 62 that are in high demand as they cater to dRivinG pRoducT range, quality and price. It produces tyres from 400 grams to 1700 kgs in rim sizes modern farming practices. “We offer a complete range of farm radials in different innovaTion of 5 inches to 51 inches. It is the preferred series and aspect ratios,” Poddar said. In P 63 choice of OEMs in agriculture machinery such as John Deere, CNH, SDF, VALTRA fact it has tyres for almost all conceivable noRTh ameRica and in the industrial and construction OHT applications that are developed in foRay pays off line with customer demand. sector for equipment makers such as JCB, Dynapac, Volvo and SAKAI. He explained that the company has AUGUST/SEPTEMBER 2010 POLYMERS & TYRE ASIA 57
  3. 3. SPECIAL REPORT success as the company is using its BKT’s success story flexible manufacturing prowess to produce products to meet changing demand revolves around innovative patterns within short time. off-highway tyre (OHT) When BKT set up India’s first OTR Radial development that is driven Tyre plant at its Chopanki manufacturing by quality, competitive location, it was a reflection of its incessant obsession to become the market leader in pricing, worldwide all segments of the product portfolio. distribution networks and It also closely studies the geographies service backups. It is one where it wants to enter. As about 95% of of the few companies in its tyre production is exported--of which 70% is sold in Europe--BKT has tied up the niche tyre segment with reputed tyre testing firms for indoor that spends 3-5% of the and outdoor testing to ensure that the revenue on research and products cater to local regulations. development It, therefore, was no surprise when BKT won the prestigious innovative product Executive Director Rajiv Poddar certification by Unione Nazionale Costruttori Macchine Agricola (UNACOMA). basis that are all in compliance with With its expertise in radial industrial The Italy-based organisation, known as global standards and regulations,” says tractor tyres, it has launched a series of the National Union of Agricultural Machine Dilip Vaidya, BKT’s Director Technology all steel radial OTR tyres sub-branded as Manufacturers, founded in 1945. It (see accompanying story). It is relentlessly Earthmax. Along with agriculture topper represents Italian makers of tractors, working in close coordination with the Agrimax and forestry tyres, BKT Earthmax agricultural and gardening machinery, marketing department to get customer enjoys a unique marketing edge. components and, through COMAMOTER, feedback so that products could be earth-moving machinery. As Poddar said BKT’s growth graph is tailored and manufactured at blistering continually moving up because it has built speed to cater to the emerging demand. Segment leadership strong customer trust based on its quality BKT has its ears to the ground. Over the years, BKT has strived to leave products and services. This is reflected in In order to ensure high standard of quality, its ‘tread imprint’ in all the segments its sales turnover of over US$ 300 million BKT has set up a sophisticated test centre it has entered. It is in the agriculture in the year 2009-10. with modern equipment, including those segment that the company remains on the Adding to the market acceptability, that are used for endurance-testing. top as its products dominate this sector, besides timely delivery, is BKT’s powerful Besides in-house testing, BKT regularly where it offers tyres for tractors, trailers, brand appeal. It’s a brand that’s been conducts tests under international implements and other farm equipments. well-accepted by global OEMs, which has regulations outside India as well. Although BKT is a relatively new entrant ensured that BKT’s sales will cross its As BKT’s engineering and development in the tractor radial segment, its Agrimax target of US$400 million in the current centres constantly draw on customer range of radial tyres has become a financial year ending March 2011. feedback, these are reflected in product runaway success in all markets it has BKT’s stupendous achievements improvement on a continuing basis. entered. Market research has shown that have been possible because of the This has also helped in its commercial it is on top of customer recall in a very management’s vision to leverage its short period. cost-competitive product-development Its radial tractor tyres are available in capabilities to make OHT ranges to every different series catering to every tyre segment of the market. The company operations from the most sophisticated relies on intensive market research to row crop tyres for vineyard tractors to satisfy customers’ demand. forestry segments. “Innovation is in our corporate culture,” With the world recovering from recession, said Poddar. “Both marketing and BKT is looking at sectors where growth technology teams have been specifically is set to come back quickly. In the trained to remain open for continuous infrastructure development sectors, BKT learning,” he said. sees good growth and is already there to All the data and information gathered serve the surging market for construction, from the market are exchanged among industrial and earthmover applications. marketing, production and R&D They already constitute almost 40% teams. These inputs go into product of BKT’s turnover. Seizing growth development, improvement of existing opportunities BKT has also substantially lines and evolve new niches. expanded product range to include OHT for heavy earthmovers, compactor, There is no wonder for BKT’s phenomenal Executive Director Anurag Poddar graders and underground mines. growth in its chosen market segment. 58 POLYMERS & TYRE ASIA AUGUST/SEPTEMBER 2010
  4. 4. One of the world’s fastest growing off-highway solution providers, Balkrishna Industries Limited, known globally as BKT, continues to surge ahead enlarging its worldwide market share. In order to cater to its widening consumer base, it is expanding its OTR portfolio to live its dream to become the largest and comprehensive makers of speciality tyres for a wide-range of applications from agriculture, mining to construction and forestry segments in the Americas, Europe and Asia-Pacific. In this interview Managing Director Arvind Poddar unveils the growth strategy of the consumer-centric company. Excerpts from the interview GloBal TReadpRinT With almost 30% compounded annual portfolio demonstrates. How do you growth rate, BKT is expanding at ramp up production to cater to specific considerable pace globally. What do you demands as I understand that you have think are the key factors for such growth? developed the technological ability to The main reason for our tremendous change moulds quickly? growth has been our focussed strategy It is made possible because BKT has on product range. We have today a capable teams at all plants in production wide-range of off-highway products. and technical departments. We have We continue to focus on this segment developed efficient and trustworthy where we offer consistently high quality production systems that are enormously products. We have built strong customer flexible. We also make continuous trust because of our products and investments in capacity augmentation. services. We also have an ingenious system that is evolved for running small lot productions. What are the products that you think have been showing considerable growth In terms of technology, BKT is known as geography-wise? a great innovator with your R&D keeping its research programmes that are closely knit with the marketing department. How has this seamless connection evolved and how it is being leveraged for product Arvind Poddar development? It’s in our corporate culture. Both that they have taken to further deepen marketing and technology teams have BKT’s market penetration? Do you see been specifically trained to remain open any variations in market preferences for continuous learning. All information there compared to the Asian trend? gathered from the market is duly Definitely our investments in North exchanged between both teams resulting America have been at right time and it’s in product improvements as well new yielding results. Our team there is well developments. experienced in this territory and we are What are the major technology trends in expanding our footprints gradually. Of the OHT sector globally? What are the course the demand patterns are different future trends that you foresee, say in a in North America compared to Asia as five-10 year time-frame? farm sizes there are too large demanding larger equipment with bigger tyres. We believe that markets are moving towards radialisation due to its obvious What do you think are the role of The greatest growth comes from BKT’s benefits in terms of tyre life, fuel- distributors in widening BKT’s reach in tractor radial tyre sub-branded AGRIMAX. efficiency, more productivity, less soil Europe and the Americas? We offer a complete range of Farm compaction etc, I see end users getting We at BKT believe that distributors are Radials in different series and aspect more concerned not only about their integral to our existence as they are our ratios that find varied applications. Adding vehicles but also for tyres. And they will first connection with the market. Our to the market acceptability, besides choose a tyre that offers good value all time intent and objective is to grow quality, is BKT’s brand appeal. It’s a brand for money. BKT meets all these market along with our distributors in respective that’s been well-accepted by global OEMs demands. markets. And we have been successful in also. this endeavour. One of your major thrusts is the north One factor that the markets consider American geography, where you have As you look at emerging market trends, as your forte is your ability to respond built full-fledged operations with veteran do you think the world has come out of quickly to customer needs as your product marketers. What are the key initiatives recession? Do you think there will be a AUGUST/SEPTEMBER 2010 POLYMERS & TYRE ASIA 59
  5. 5. SPECIAL REPORT pick up in the mining, construction and could cater to the rising global demand What are your strategies to become an agriculture sectors? for BKT’s wide range of products? OEM leader globally? At BKT, we never had a recession. Having started with Aurangabad (in the BKT has been a preferred choice for all Rather we took last year as a period of western Indian state of Maharashtra) leading OEMs globally. Our overseas opportunity and we actually grew our plant in 1988, we have added two more offices have been effective in catering to business and planned for expansion. - Bhiwadi in 2002 and Chopanki in 2006 global OEMs and I’m sure all the good Similarly farming was all- time high world (Rajasthan) to cater to our customers work of Team BKT will bear fruits in times wide. However, we did see some dip in globally. As our existing facilities are to come. mining as well construction but both these falling short due to rising demand, we What is your focus on developing the sectors are now bouncing back. are already working on a new greenfield China market? What kind of economic growth that you project at Bhuj, Gujarat that will double our capacity. So far we haven’t focussed on China. expect that would boost demand for We are aware of its potential as a huge tyres for off-road applications, including Does your mould shop produce market and we will get into it also soon. agriculture, industry and construction, moulds based on designs you develop earthmoving equipment? or according to customer’s specific Besides ISO, what are the global standards to which your products are made to conform? Besides ISO 9000, we have also been certified for ISO14000. We benchmark our products and production processes against the best in the world. How many sizes are you developing annually? We at BKT develop 120 to 150 sizes annually. We have the engineering capability to meet the exacting demands of our customers worldwide. BKT is said to have the fastest turnaround time in New Product Development, which is a world record. How are you able to accomplish such a feat? As I said earlier, we have the engineering skills and market sensitivity to turn out products the customer wants. What we have is a unique mix of market insight, in-house design studio and mould shop, management focus and resource allotment to new product developments Other than Europe, we feel all other demands based on their drawings and with competent teams to carry out all areas are opening up new projects on specifications? these. infrastructure, mining, housing etc. All the mould designs are made in-house. Also more new investments are being Can you give a glimpse of your testing We have all the infrastructure as well earmarked for farming as food will see a facilities, which are said to be world competent technical teams. At times we shortage in the coming decade - so we class? do coordinate with our customers for their feel there will be ample demand for BKT specific requirements that need to be Besides state-of-the-art testing lab, we products. incorporated in our products. have also added ultra-large diameter endurance testing facilities as well contact Now that you have established a base You produce a range of bias and radial patch pressure distributor monitoring in Akron providing market and service farm tyres. Do you envision a gradual systems. Our testing capabilities are support to BKT distributors. What are the shift to radial as it is claimed to have further enhanced due to our association major features of this network? fuel-saving advantages and better with outdoor testing tracks in Europe. The establishment of the North American retreadability? What are your initiatives in achieving office is an example of our emphasis Of course we see a gradual shift in farm economies of scale so that product on relationship-oriented approach in tyres from bias to radial but it cannot development and manufacturing costs doing business. BKT is offering complete happen overnight across the world. Many could be pressed down? programme from A to Z based on service, a markets, due to small farm holdings integrity and quality which constitute While we understand the advantages of or soil conditions as well as a lack of BKT’s core values. At Akron we have a small runs, we have never left our sight knowledge, will continue with bias tyres. from economies of scale. Today, we draw sales team of five professionals and two While radial tyres do offer fuel efficiency, people to take care of the administration. a very fine balance between both these I’m not sure about retreadability as aspects due to our specialised software What are the production facilities that tractor tyres remain on vehicles for many as well experienced team on planning and you have built over the years in India that years causing gradual damage to casing. production. 60 POLYMERS & TYRE ASIA AUGUST/SEPTEMBER 2010
  6. 6. dominaTinG The maRKeT BKT is one of the favourites of stock-pickers because of its consistently robust growth in sales and profits. Even during the recent recession, BKT has been rolling ahead with confidence reporting strong sales across 115 countries. Its marketing department has been in over-drive catering to remarkable rise in demand for its wide-range of off-road tyres from agricultural, industrial, construction, earth moving equipment to lawn and garden tyres It is all about value proposition, quality warranty terms and conditions for quick the ability to make the products globally and wide product portfolio that have settlements,” he said explaining the policy available,” he said. made BKT a marketing success story even that has helped BKT retain its customer Adding to its advantage as a market in times of recession. “It is uniquely suited base. leader is the proven performance to partner with the best in tyre-trade and On how BKT is able to achieve economies capability of BKT products that backs be an integral part of the supply chain of scale that has made it one of the up its ‘value for money’ proposition. It of OEMs,” says Rajesh K. Vyas, head of world’s top competitive OHT makers, he also has the world’s fastest design and Marketing. said that there are several factors that development cycle for OHTs. “We offer tyres meeting stringent contributed to making the company a “We have to our credit ‘Triple A’ ethos, specifications and take up special R&D dominant market player. which means Agility, Accessibility and challenges that come up. We are able to “BKT is meeting market demands as a Attention,” he said. “We are one of the meet custom-made development needs,” single source supplier of agricultural and few companies in the world, which is he told Polymers & tyre Asia. industrial specialty tyres,” he said adding able to quickly design and produce OHTs BKT offers the widest range of tyres in that it is well known for having one of the according to specific market demand.” each segment, he said adding that good most extensive ranges in OHT’s major quality tyres at very competitive prices Elaborating that in order to address categories. have made the company the preferred specific requirements of the markets choice of customers worldwide. The main reason for the company’s ability across geographies, he said BKT remains to retain customers is its commitment “active in the field seeking necessary “We make aggressive commitments to to work closely with them by developing information before as well as after we meet and adhere to all our customers’ new sizes and designs to quickly react to have launched our products there.” specific requirements with emphasis on changing market. timely deliveries,” he said. BKT has the BKT’s sales as well technical teams capability to develop 150-160 new sizes BKT’s experienced team is backed up by work in tandem with global distributors every year. In fact it has the technological state-of-the-art manufacturing facilities to gather the necessary insight into the infrastructure to develop new sizes wherein it is ensured that the highest market so that it can come up with the within 8 to10 weeks on finalisation of quality products are manufactured. A right product. specifications. marketing and customer service team “Due to these unique attributes and dedicated to offer complete marketing “It is BKT’s quick response time and development and marketing prowess, we support further backs up its entire single- point contact for all marketing and have been able to evolve such a large product portfolio. development needs that has made the product range and keep customising company’s customer-focussed marketing BKT advantage products to suit specific markets.” a runaway success,” he said. Explaining how BKT analyses the market Explaining the advantages of connecting The company makes continuous with the BKT, he said that the company demand from farm to mining, and investment in R&D and offers complete offers many value propositions over its different geographical regions, he said transparency in all aspects of the immediate competition. “We offer not only that in addition to desk researches, business. “We offer clearly-defined the widest range of OHTs, but also have BKT’s marketing teams gather on-hand ... continued on page 63 AUGUST/SEPTEMBER 2010 POLYMERS & TYRE ASIA 61
  7. 7. SPECIAL REPORT dRivinG pRoducT For any tyre manufacturer, innovaTion producing off-highway tyres presents the greatest challenge in terms of design, engineering and compounding. The tyre goes As BKT has one of the widest ranges applications. BKT’s current thrust areas through the most punishing of Off-Highway Tyre product portfolios ncludeinclude steel OTR radial tyres, environment imaginable in globally, the challenge before its R&D radial harvester tyres and radial multi- team is to remain agile in order to cater purpose truck (MPT) tyres. terms of weight, surface to the specific demand of the market BKT became a dominant player in the traction and soil and weather anywhere in the world. It has a team of conditions. But BKT has the global OHT market because of its ability specialists who are extensively trained in the US and Europe as well as in its to cater to a wide geographical market research solution always on with varying climatic conditions. It has the modern R&D laboratory and development capability to produce tyres that may call tap because of its robust centre. Heading the team is Dilip Vaidya, research and development for specialised compounding and treads Director Technology, who is credited with leading BKT’s R&D initiatives and in line with region-specific requirements. infrastructure, says Dilip “Product customisation has been possible innovations. “We have 45 engineers with customer’s feedback and field Vaidya, Director Technology visits by BKT team,” Vaidya said. This customer-focussed research based on market feedback and its ability to develop allowed BKT to produce the entire range products at lesser cost compared to of tyres cost-effectively while conforming international brands is cited as one of the to international standards such as ETRTO, reasons for BKT’s runaway success. T&RA, JATMA and ITTAC. The R&D extensively goes for simulation Besides ISO 9000 certification, BKT has and finite element analyses and other also received ISO 14001 certificate for innovative technological tools for the environmental management practices. development of new products, Vaidya This is in line with its commitment to explained elaborating on its state of the corporate civic responsibility. art design and development centre. Vaidya says the high quality of BKT’s R&D Quality culture work is a challenge that his engineers have undertaken in a sustainable and Commenting on the major trends that he consistent manner as they scale new sees in the design and development of heights in product development. OTR tyres, the R&D head said thatsaid that BKT engineers are moving towards He believes that radial technology, where 3D modelling and virtual applications. His BKT has gained great expertise, would team has moved away from yesteryears’ become more widespread in the years to CAD/CAM that was once used extensively come. “There are distinct advantages for for design and development. radials over bias in off-highway tyres,” he said. However, Vaidya believes that “all “3-D modelling and virtual applications help us fine-tune the design as well offers bias tyres cannot be converted to radials complete control on specifications.” due to several factors.” These have their own usefulness. BKT’s global reputation for product quality stems from inculcating a unique As regards retreadability, not all the tyres quality culture among all teams working are designed for retreading. “But for the to produce their world-class tyres. tyre sizes that are generally retreaded, BKT offers competent products with The company zealously adheres to sufficient retreadability.” internationally recognised quality and standardisation processes, which have Vaidya reminds that the customer must working with us,” he told Polymers & invoked confidence in its products. understand that “retreadability of a tyre tyre Asia. “We spend about 3-5% of solely depends on the severity of first use “Quality control is carried out at every company turnover on R&D,” he said. as well tyre upkeep by end-users.” stage of the manufacturing process from This investment in R&D has helped raw materials to the finished products,” On BKT’s R&D’s prowess to design the BKT pioneer many products in the OHT Vaidya said. To ensure consistent high largest size of OTRs, Vaidya said his team segments such as agricultural, industrial, quality, BKT employs cutting-edge is willing to take up any challenge when construction, earthmovers, all-terrain manufacturing tools that are operated size matters. “We have already developed vehicles, and lawn and garden vehicle by highly-trained personnel. This has tyres up to 51” rim diameter,” he said. 62 POLYMERS & TYRE ASIA AUGUST/SEPTEMBER 2010
  8. 8. noRTh ameRica dedicated distributors. Having an intimate knowledge of the market, its logistics and foRay pays off dealership networks, he could build BKT’s North America business quickly. “Our distributors get products at competitive price points that give them good margins,” Bitran said. ‘Industry-leading quality product at economic price’ is the “Since the opening of the BKT office in only constant that farm tyre veteran Rami Bitran sees in Akron, we have built a team of seven unpredictable markets. As he puts BKT’s North America sales people. We are comfortable working because of the high credibility of product operations on overdrive from its Akron office, he is convinced excellence that BKT enjoys in the market. that customers greatly appreciate the unique values that BKT We are offering best in class service to offers that come with the advantage of high-quality technical customers.” and service backups that are consistently delivered to Value, not price customers with convincing efficiency Bitran said BKT products are sold Even when off-highway tyre markets in the past 10 years, the company realised because of its quality and value. “It’s not the United States, Canada and Mexico that it can leverage its unique capabilities cheap, but it’s the value of the products went through debilitating recession, Rami to produce speciality tyres according to that attracts the buyers,” he said. Bitran was going places. Even through specific customers needs in the shortest The other aspect that led to BKT’s early such tough times, he catered to customer possible time and deliver them to the success in North America has been demands for BKT tyres in a way they market, Bitran told Polymers & tyre simply could not afford to ignore. Asia. the flexibility and quick response of the management to the challenges of this He always found opportunities in the farm BKT, therefore, decided two-and-half tough market. Bitran unveiled his goals: and industrial sectors and positioned BKT years ago to set up an office in Akron, “We hope to grow into US$100 million in in a way that would make it irresistible. the tyre capital of the world. Soon the next two years from US$70 million The confidence that he has brought to Bitran developed a powerful network of right now after just over two years of bear on the operations. There is no argument that we market is derived are able to achieve and gain a lot because from his decades of Team BKT.” of experience garnered through BKT enjoys market leadership because of hardwork with the vast product segmentation it enjoys many US-based with 1800 stock keeping units (SKUs), speciality tyre half of which are currently sold in North manufacturers. America. Although BKT has Bitran is not after one-time sale. In the been selling in true spirit of BKT, there is an obsessive North America for concern to build ongoing relationship with customers. consumption, the buyer needs quality commitments from a brand before they decide.” experiences, be it mines or farms. “We humongous and modern warehouses BKT’s strong marketing capabilities, which also receive valued feedback from our to ensure efficient Supply Chain have enabled it to be a world leader in all experienced distributors who are locally Management.” segments of the OHTs, have been built based in the respective regions. All these with thoroughness. He said that over the data are assimilated and made to use to Market trends past 15 years it has gained immense ensure appropriate products for varied Explaining the current major marketing experience of the international market. applications.” trends and the developments in the “This has given BKT a firm footing globally. About BKT’s huge distribution and coming five years that would have a major It has been made possible because of the logistics network that ensures constant impact on OHT demand he said that intense efforts off the dedicated Team and continuous market reach, he said customers are very knowledgeable and BKT. It nurtures excellent relations with that the company qualifies its distributors take purchase decisions based on better distributors in all these countries,” he before commencing the business. “And returns on their investment. said. during the process, we analyse their “Due to easy access to information, the As BKT soars as a global market leader capabilities as regards their market reach, end-users have become more savvy and in OHTs, it is confident that its marketing footprints, sales and operational team seek better reward on their investments. mantra is bringing in the rewards it rightly etc. And to add, in India we have created Tyres being second to fuel in nature of deserves. AUGUST/SEPTEMBER 2010 POLYMERS & TYRE ASIA 63

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