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. 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. 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. 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. 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. 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. 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
