Evergreen Global Ready to Enter Europe

During the past 25 years Evergreen Global has developed from a small Singapore based wholesaler into a well-known truck tyre supplier offering its own brands, “United”, “Global Star” and “Matrix”. The next stage in the company’s development, outlined general manager Lancy Nazareth during Tyrexpo Asia, is to establish a presence in the European market.

Since the early 1980s, when company founder Ram Niranjan Jatia moved his business – which in those days dealt exclusively with the yarn trade – from Mumbai to Singapore and entered the tyre business, Evergreen has seized the opportunity to set up branch offices in numerous global locations: Today the company’s network of offices includes sites in Myanmar (Burma), Vietnam, Dubai, India and Brazil. “Our next step will establish us in Europe,” announced Nazareth, referring to plans for a sales office in the region. The company has previously imported tyres into the European market, however the establishment of an office this year – and Evergreen would like it to be based in the United Kingdom if possible – is hoped and expected to markedly boost turnover.

Evergreen works together with two manufacturers (based in India and China) in the production of its commercial vehicle tyres. Its Indian production partner, Ceat Ltd manufactures its own brand (United) crossply tyres, while all its radial tyres (United Radial) are produced in China. Radial and crossply tyres each account for around half of the Singapore based wholesaler’s turnover.

One point concerning Evergreen Global’s plans for entering the European market is clear – the “United” product line will serve as the company’s flagship brand. This particular own brand is “our premium brand,” explained the general manager. Currently nine tread designs for various axle position radials are available, including sizes for European fitments such as 385/65 R22.5 (trailer) or 315/80 R22.5 (drive/steer). The range, Evergreen promises, will continue to expand – thus the Singapore firm is convinced nothing should stand in the way of a successful entry into the European market. At present the firm is also looking out for strong and capable wholesale partners in Europe who are interested in being granted exclusive marketing rights for the United tyre brand.