TVS Eurogrip: A new, tech-focused motorcycle tyre brand for millennials

Indian tyre maker TVS Srichakra Ltd. is targeting millennial customers with a newly-introduced tyre brand, TVS Eurogrip. Products sold under the TVS Eurogrip name will benefit from a design and innovation centre the company is setting up in Milan as well as European and Japanese experts for technology, product and process development.

The tyres are manufactured in India, and it appears that TVS Eurogrip will be launched in export markets at a later date: TVS Srichakra says TVS Eurogrip is “designed with global expertise, made in India and sold across the globe.”

“India will remain a promising market for two-wheelers and we see tremendous growth opportunity,” said P. Vijayaraghavan, director of TVS Srichakra. “It is a moment of immense pride for all of us as we launch TVS Eurogrip catering to the needs and requirements of the new age Indian rider. With this step, we boldly stride into the future.”

The launch portfolio contains 19 tyres, including tyres with zero-degree steel-belted radial technology that are rated for speeds of up to 270km/h. TVS Srichakra anticipates that the introduction of TVS Eurogrip will “fuel its growth aspirations” and “carve a specialist positioning that will help strengthen its partnerships with vehicle manufacturers and create new benchmarks in the replacement market.”

Commenting on the launch of the TVS Eurogrip brand, P. Madhavan, the tyre maker’s executive vice president of sales and marketing, said: “The two-wheeler tyre space is seeing a rise in adventure seekers and recreational riders, for whom, joy of riding has become a way of life. The rider today wants to live every moment to the fullest, impress his peers, and go beyond the normal. TVS Eurogrip’s brand idea of ‘Outlive, Outperform & Outdo’ is based on this insight. As specialists in the bike tyre domain, we are geared up to lead our customers into the future of riding, with our range of technologically advanced and high-performance TVS Eurogrip tyres.”