CEAT Joins Sustainable Natural Rubber (GPSNR) Platform

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Did You Know This About CEAT?

CEAT Specialty, which markets a full line of Ag, OTR, industry and forestry tires, has only been in North America for seven years, so you may be surprised to learn that the CEAT tire brand is 100 years old. Here are some other interesting CEAT factoids:

CEAT is a global tire company selling products in more than 110 countries.

CEAT is the only tire company in the world to receive the prestigious Deming Grand Prize for total quality management (TQM) excellence.

“CEAT” is pronounced “See Ott.”

CEAT Specialty has been sponsoring US professional and amateur rodeo associations for five years.

Tires made by CEAT Specialty consist of 34% of sustainable materials, including natural and reclaimed rubber, as well as plant-based resins.

CEAT Specialty brought 100 new tire sizes to the market in 2023.

CEAT Ag radials are backed with a seven-year manufacturer’s warranty and three-year field hazard warranty.

The CEAT Ambernath plant in India produces 105 tons of off-highway tires daily.

CEAT VF tires can carry 40% more load than standard Ag radials, or the same load at 40% less air pressure.

CEAT Specialty entered the North American forestry segment in 2024 with several innovative tires for forestry equipment.

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CEAT Joins Sustainable Natural Rubber (GPSNR) Platform

CEAT has announced its membership in the Global Platform for Sustainable Natural Rubber (GPSNR), a multi-stakeholder initiative dedicated to transforming the natural rubber industry into a more sustainable and equitable sector.

This move underscores CEAT’s commitment to Environmental, Social, and Governance (ESG) principles throughout its operations. By joining GPSNR, the company aims to:

Enhance Supply Chain Traceability: Membership in GPSNR will allow CEAT to improve transparency and traceability within its natural rubber supply chain. This will ensure responsible sourcing practices and eliminate deforestation risks.
Promote Sustainable Practices: CEAT will collaborate with other GPSNR members to promote environmentally friendly practices across the natural rubber industry. This includes advocating for responsible land use and minimizing the environmental impact of rubber production.

Amit Tolani, Chief Executive, CEAT Specialty, said: "We are proud to join the Global Platform for Sustainable Natural Rubber. This membership reflects our deep commitment to environmental and social responsibility. By working alongside other stakeholders in the industry, we can ensure a sustainable future for natural rubber production that benefits both the environment and the communities that rely on it."

About GPSNR

The Global Platform for Sustainable Natural Rubber (GPSNR) is a multi-stakeholder initiative that brings together producers, traders, manufacturers, civil society organizations, and governments to transform the natural rubber sector into one that is environmentally responsible, socially equitable, and economically viable.

About CEAT Specialty

Since its inception in 1924, CEAT has traversed nearly a century-long journey, emerging as a premier global player in the tire manufacturing industry. A significant milestone was reached in 1958 when CEAT Tyres of India was established in collaboration with the RPG Group, signalling a strategic expansion into India's burgeoning tire manufacturing market. Over the past century, CEAT has solidified its position as a multinational powerhouse, shaping the landscape of tire manufacturing in India and beyond. Today, CEAT Specialty stands at the forefront, offering a diverse portfolio of off-highway (OTR) and agricultural tires, serving customers across more than 120 countries worldwide. CEAT Specialty began selling a comprehensive line-up of OTR and Ag tires in North America six years ago.

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CEAT Specialty Awarded Prestigious Health and Safety Management Award

CEAT Specialty’s Ambernath Plant, which produces Ag radial tires for North America and other worldwide markets, has won a prestigious Sword of Honour from the British Safety Council.

The company, a division of CEAT Tires dedicated to producing Off-Highway (OHT) tires, with its dedicated Ambernath plant at the forefront of this manufacturing process, was one of 115 organizations worldwide that achieved a Sword of Honour, awarded to companies which have demonstrated excellence in the management of health and safety risks at work.

CEAT has been on quite a roll this month in terms of prestigious honors. Earlier this month, the company was awarded the Deming Grand Prize, considered one of the highest achievements in TQM (Total Quality Management) worldwide. In doing so, CEAT became the first tire brand and one of only 33 companies globally to receive the prestigious award.

In order to compete for the Sword of Honour, an organization first had to achieve the maximum five stars in British Safety Council’s health and safety management audit scheme. The qualification period for this is between 1 August 2022 and 31 July 2023. The organisation has also demonstrated to an independent panel of experts that it has achieved excellence in its health and safety management throughout the business – from the shop floor to the boardroom.

For the first time this year, a new Shield of Honour Award was also introduced for organizations which can demonstrate excellence in well being management.

Peter McGettrick, Chairman of British Safety Council, said: “On behalf of the board of trustees and staff of the British Safety Council I would like to congratulate CEAT Specialty on achieving the highest standards of its health and safety management. These awards recognize the commitment, dedication and absolute professionalism undertaken. We are proud to support your organization in its achievement and delighted we can contribute to your ongoing success.”

Mike Robinson, Chief Executive of British Safety Council, added: “I would like to congratulate CEAT Specialty and its staff on this award, in tribute to their commitment to keeping their workplace safe and healthy.

“All of the Sword and Globe – and now Shield – award-winning organizations share a commitment and resolve to achieve the uppermost standards of health and safety – or now wellbeing. We thank CEAT Specialty for contributing to achieving our vision that no-one should be injured or made ill through their work.”

Amit Tolani, Chief Executive, CEAT Specialty added “We take pride in winning the prestigious Sword of Honour from British Safety Council, a testament to our steadfast dedication to safeguarding the health and well-being of our employees and stakeholders. We remain committed to enhancing our health and safety management systems, aiming to uphold our status as an exemplary organization.”

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CEAT Becomes First Tire Company Worldwide to Receive Deming Grand Prize

Global tire company CEAT has been awarded the Deming Grand Prize, considered one of the highest achievements in TQM (Total Quality Management) worldwide. In doing so, CEAT has become the first tire brand and one of only 33 companies globally to receive the prestigious award.

The Deming Prize, instituted out of Japan, is a recognition of business excellence. It is awarded to organizations that have achieved the Deming Prize and have continued to sustain and elevate their Total Quality Management (TQM) practices for more than three years. CEAT has been on the TQM journey for over fifteen years and was the first tire company outside Japan to win the prestigious Deming Prize in 2017.

This award recognizes companies that set and achieve challenging business objectives and strategies that are customer focused and quality oriented through the practice of TQM principles, concepts and techniques. The entire organization was assessed, including its supplier and distribution network.

Receiving the Deming Grand Prize is the highest quality honor. Among the 32 companies to receive the Deming Grand Prize since 1970 are: Toyota Motor, Philps Taiwan, M&M -Farm, Tata Steel and Komatsu Ltd.

Mr. Arnab Banerjee, MD & CEO, CEAT Ltd., said “We are extremely delighted with this achievement. Winning this prize reflects our robust business systems and processes, leading to the creation of highly reliable and dependable products and services every time. This is delivered through involvement of every employee and all stakeholders making it truly partnership based. We believe that CEAT’s customer-centric approach and superior quality standards have played a critical role in winning us this honor.”

Mr. Amit Tolani, Chief Executive, CEAT Specialty, said ” Securing the Deming Grand Prize is a phenomenal achievement for CEAT and a resounding testament to the relentless dedication and unwavering commitment of every member within our organization. I wish to extend profound thanks and heartfelt gratitude to our invaluable partners for their unwavering support. This award reflects our pursuit of excellence, our unyielding commitment to innovation, and our steadfast devotion towards exceeding customer expectations. It serves as a powerful source of motivation, propelling us to reach newer heights in our industry.”

Deming Grand was institutionalized in 1969 and is one of the longstanding quality awards presented by the Union of Japanese Scientists and Engineers (JUSE) for excellence in Total Quality Management (TQM).

Instituted in 1958, CEAT is one of India’s leading tire brands and the flagship company of the RPG Group. CEAT tires are sold in more than 115 countries worldwide. The company produces more than 41 million high-performance tires, catering to various segments like 2-3 Wheelers, Passenger and Utility Vehicles, Commercial Vehicles and Off-Highway Vehicles.

CEAT Specialty Tires, headquartered in Jefferson City, MO, began selling CEAT Ag and OTR tires in North America five years ago. In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

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CEAT Ambernath Plant Receives Five-star Grading in British Safety Council Safety Audit

CEAT Specialty (division of CEAT Tires) is proud to announce that its Ambernath facility, which produces Ag radial tires for the North American market, has received a Five Star rating in the Occupational Health and Safety Audit conducted by the British Safety Council.

The company’s Ambernath plant underwent a comprehensive, quantified, and robust evaluation of its occupational health and safety policies, processes and practices. The audit process included documentation review, interviews with senior management, employees and other key stakeholders, together with samplings of operational activities.

Mike Robinson, CEO British Safety Council, said: “The award of a five-star grading following our occupational best practice Health and Safety Audit is an outstanding achievement and is reflective of a proactive organization which is committed to continual improvement in its health and safety arrangements and managing risks to workers’ health, safety and wellbeing.”

CEAT Specialty Chief Executive Amit Tolani added, “We are delighted to announce that we have been awarded a Five Star rating by the British Safety Council Occupational Health and Safety Audit. This accomplishment highlights our firm dedication to ensuring the safety and welfare of our employees and stakeholders. We aim at constant enhancement of our health and safety management systems to uphold our standing as a best practice organization.”

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide. The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.6 billion.

In the specialty segment, CEAT manufactures farm, mining, and earthmover, industrial, and construction equipment tires, as well as special application off road tires. CEAT Specialty entered the North American market five years ago. The North American headquarters is located in Jefferson City, MO.

Feedback from North American tire dealers and farmers on CEAT Ag radial and bias-ply tires has been outstanding:

“If you have a good tire that performs well in the field and equally well on the road, you have a winner,” says longtime Ag tire industry veteran Barry Hawn who serves as Director of Off-Road Products for Tirecraft Ontario. “CEAT is that tire!”
“We have been very pleased with the CEAT tires”says Georgia peanut farmer Justin Studstill. “Our tractors spend a lot of time on the road, and the CEAT tires provide a smooth steady ride. They don’t get squirrelly like some tires do; very stable even when pulling heavy implements.”
Brent Sisson, Agricultural Tire Specialist for Tirecraft Sarnia in Ontario, Canada, says it takes him about four years to truly evaluate an Ag tire brand. He’s been selling CEAT farm tires for four years now and he is all in! “For myself, it’s about a 4-year process before I can feel confident in telling my customers I have confidence in a product,” Sisson notes. “I have to see it first-hand with known comparisons. CEAT is one brand that has surpassed my requirements. They provide a high quality, precision product. We have had lots of excellent customer feedback.”

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CEAT Partners with CNH Industrial for Agriculture Radial Tire Fitments

CEAT Specialty (a division of CEAT Tires) has entered into an agreement with CNH Industrial to supply FARMAX agricultural radial tires for their Case IH and New Holland tractors being produced in Brazil and Argentina.

The agreement was locked after several rounds of assessment and audits by the OEM of the Mumbai-based radial plant of CEAT and after multiple tests done on tires on various parameters.

“We have always been confident about the quality of our agriculture radials ever since we introduced them to the world in 2017. We have invested in world class technologies and the best people to design our products. This partnership with CNH Industrial further lends credibility to that. We hope to be a long-term partner to them and want to help farmers grow their productivity,” says Amit Tolani, Chief Executive, CEAT Specialty.

CEAT Specialty Tires, with its North American headquarters in Jefferson City, MO, has been selling Ag tires in North America for six years now with steadily gaining market share.

FARMAX Radials

Durable and efficient, FARMAX radial farm tractor tires are designed to deliver enhanced roadability, superior traction, and longer service life, raising the levels of efficiency on farms and ranches across North America. The reviews from tire dealers and farmers have been outstanding!

About CEAT

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide.

The brand came to India in 1958 and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.6 billion.

In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

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CEAT gets ‘Lighthouse Certification’ from World Economic Forum for Halol plant

Some insight was provided recently on why CEAT farm tires are being so well received by farmers and ranchers in North America.

CEAT Ltd’s Halol plant has been awarded the ‘Lighthouse Certification’ by the World Economic Forum. The certification is given to manufacturers that use fourth-industrial revolution technologies to transform factories, value chains, and business models for sustainability, empowering the workforce and increase in productivity.

CEAT Specialty Tires began selling Ag and OTR (off-the-road) tires in North America five years ago, and the feedback from farmers and tire dealers on CEAT quality has been outstanding. The prestigious certification from the World Economic Forum confirms the unflagging commitment to innovation and quality manufacturing at CEAT.

“We are the first tire company in the world to get the certification and this journey started 3-4 years back. To get certified one has to use fourth industrial revolution technology that includes advanced analytics, machine learning, and predictive analytics in their plant,” said Anant Goenka, Managing Director, CEAT Ltd.

The technologies are used to improve equality, efficiency, factory parameters, and productivity of the plant.

Anant Goenka- MD (second from right) and Jayasankar Kurrupal- SVP Manufacturing, receive the award for CEAT’s Halol plant at the Global Lighthouse Network at Davos from The World Economic Forum & McKinsey.

“Checks and audits are undertaken by the members of the World Economic Forum. The fourth industrial revolution came with digitization, using sensors in different parts of the machine that enables it to become the smart machine. It reduces the use of energy in the factor,” said Goenka.

Servicing OEM and international markets

With the use of the latest technology, CEAT is aiming to advance its OEM and international market.

“Important markets that we are looking into growing is the OEM market where the demand from automakers is present and second is the international market. Both sets are the customers that need high type specifications in terms of production of tires especially,” added Goenka.

About CEAT

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide.

The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.7 billion.

In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

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CEAT Specialty Tires Joins National Cattlemen’s Beef Association

CEAT Specialty Tires has become a corporate member of the National Cattlemen’s Beef Association (NCBA) and looks forward to meeting many great folks who participate in the US beef industry.

The company, which produces and sells a wide range of Ag radial and bias tires, is making great inroads in North America since entering this market four years ago. While new to North America, CEAT is a 93-year-old company.

After advertising on the NCBA website this year and attending the recent national conference, CEAT is pleased to be expanding on its relationship with the NCBA, said Ryan Loethen, president of CEAT Specialty Tires Inc.

CEAT has expanded its radial and bias tire production to keep up with demand. Loethen said ranchers who may have purchased better known farm tire brands in the past are now giving CEAT a try due to product availability.

“Once ranchers experience CEAT quality, they want to stay with our brand and they tell their neighbors about CEAT,” Loethen said.

The CEAT FARMAX R80 farm tractor tire is a real work horse. High roadability, reduced soil compaction and superior traction are just a few features that make FARMAX R80 radial farm tractor tires an all-round performer.

Features and benefits include:

With a higher angle lug and lug overlap at the center, the FARMAX R80 offers superior roadability. A lower angle at the shoulder delivers superior traction.
A wider tread, with larger inner volume, reduces soil compaction, while rounded shoulders cause less disruption to the soil and crop.
A tread depth of R1-W lends the FARMAX R80 a long service life.

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Monty Hawthorne Joins CEAT Specialty Tires in North America

Monty Hawthorne, who has been involved in the US commercial tire industry for close to 20 years, has joined CEAT Specialty Tires as director of agricultural sales, North America.

Hawthorne’s previous position was South Central territory manager for IMI, which provides tire, wheel, and fuel preserving solutions for commercial tires. Prior to joining IMI, Hawthorne was with Michelin for 15 years, serving the truck tire and agriculture business segments.

“We are thrilled to have Monty join the team as we continue to expand our distribution footprint across North America,” said Ryan Loethen, president of CEAT Specialty Tires, North America. “He has a proven track record in working closely with tire distributors and dealers. CEAT is growing rapidly but it is still a relatively new tire brand here. Monty will help our distributors and dealers tell the CEAT story of quality and value to their farmer and rancher customers.”

Loethen added that Hawthorne’s technical expertise in Ag tires will be very beneficial as CEAT continues to expand its VF range of radial tires and deliver other advanced tire technologies to farmers of all sizes.

Hawthorne grew up in Conroe, TX, and currently resides with this wife, twin sons and labrador retriever in Edmond, OK.

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide. The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3 billion. The CEAT Specialty Tires office in Charlotte was opened in 2017.

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CEAT Supporting Rodeo in the US

In an effort to support rodeo, which is a significant part of American culture, CEAT Specialty has partnered with WCRA (World Champions Rodeo Alliance) for a period of three years.

The tire company, which entered the North American market five years ago, is the official Ag tire sponsor of the WCRA (wcrarodeo.com), a professional sport and entertainment entity that produces major rodeo events across America.

CEAT is also sponsoring the WRWC (Women’s Rodeo World Championship), a first-of-its-kind event open to any female athlete in the world competing in breakaway roping, barrel racing and team roping. This year’s competition, organized by the WCRA and PBR (Professional Bull Riders), will be held Nov. 1-6 in Las Vegas in conjunction with the PBR World Finals.

In addition, CEAT is sponsoring the National High School Rodeo Association, the world’s largest youth western equine association founded in 1949, and the INFR, an organization devoted to enhancing and keeping Indian professional rodeo alive.

“Rodeo is such a natural fit for CEAT,” said Amit Tolani, Chief Executive- CEAT Specialty. “A large percentage of rodeo fans are farmers and ranchers. We were also drawn to the competitors themselves- young men and women who compete in rodeo at all levels.”

Tolani added, “We are especially pleased to sponsor women’s rodeo which is coming on very strong, as well as the junior high/high school competitors and Native American rodeo events.”

CEAT sponsored events include: the NHSRA Jr. High Finals in Des Moines, IA; NHSRA High Finals in Lincoln, NE, July 18-24; WCRA in Salt Lake City July 20-24; NHSRA in Bowman, ND, Oct. 8-10; WCRA in Greensboro, NC, Oct. 9-10; INFR in Las Vegas, Oct. 19-23; WRWC in Las Vegas Nov. 1-6; and NHSRA in Perry, GA, Nov. 4-7.

The tire company will have representatives at all the events so that they can interact with rodeo fans and competitors. In addition, CEAT will utilize its own social media platforms to engage with rodeo fans.

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Amit Tolani Named Chief Executive of CEAT Specialty

Amit Tolani has been named Chief Executive of CEAT Specialty. CEAT Specialty has a US office which has been servicing the Ag and OTR tire requirements of North American customers since 2017.

Tolani has been with CEAT since 2004 and has served in various roles across sales, marketing and supply chain functions. Prior to this, he was the Chief Marketing Officer of CEAT.

“This is an exciting time for CEAT Specialty as we increase our distribution footprint across North America and provide products that meet the needs of farming operations of all sizes,” Tolani said.

Tolani noted that the movement towards higher HP tractors and sprayers with larger capacities has led to the need for increased loadability from tires. Therefore, CEAT has expanded its VF range of radial tires in the tractor and sprayer space. “CEAT is delivering VF technology at an affordable price to all our North American customers,” he said.

Tolani added, “We are on track to complete the first phase of capacity expansion of our Ag radial plant in Ambernath. Further, we have committed capital expenditure to increase the capacity to three times of current in the next 18 months. This will further reduce our lead times. We have a great team in place headed by CEAT Specialty Tires president Ryan Loethen, and I look forward to visiting our North American dealers and customers.”

CEAT was established in 1924 in Turin, Italy. Today, it is one of India’s leading tire manufacturers, and CEAT tires are sold in more than 115 countries worldwide. The brand came to India in 1958, and later became part of the RPG Group. RPG is among the top business houses in India, with a group turnover of $3.3 billion.

In the specialty segment, CEAT manufactures farm, mining and earthmover, industrial, and construction equipment tires, as well as special application off road tires.

The CEAT Specialty Tires office in Charlotte was opened in 2017, and the company has been steadily increasing distribution across North America.

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CEAT Joins Sustainable Natural Rubber (GPSNR) Platform

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