CEAT, one of the largest tyre producers in India, manufactures more than 95,000 tyres a day. The company aims to be the leading player in the country by improving the consumer-channel experience and using technology to become a truly customer-centric organisation.
“Traditionally, tyre companies focused on growing manufacturing capacity, mass marketing, and selling through dealers in big and medium-sized cities and towns, paying little or no attention to customer experience,” explains Arnab Banerjee, Executive Director. “CEAT helped to change that mindset when we launched an extensive micro-retailer network to make tyres more easily available to consumers.”
