With consistent food supplies a concern globally, the agriculture market has shown steady growth. Because of that demand, Amit Tolani, chief executive of CEAT Specialty Tire Inc., told Tire Business that his company is looking to increase capacity by 75% during the course of this year.
The OTR/ag tire manufacturer said it is also looking to increase its portfolio to serve both original equipment and aftermarket customers.
How would you describe business thus far in 2022?
2022 has been a year of uncertainties due to the geo-political developments. We have been expanding our presence in many geographies to service our customers. Last year, we developed partnerships with John Deere, CNH and AGCO — some of the largest agricultural equipment manufacturers. We continue to invest in capacity enhancement and expand our current portfolio of products offered.
How has the pandemic changed the way you do business?
The pandemic has changed the way we reach out to customers. With pre-pandemic, our communication to consumers, as well as our channel partners, was completely offline. The pandemic pushed us to bring in digital-first thinking.
It was important to understand the consumers' journey and how can we provide the consumer an uninterrupted and superlative experience at each touch point, be it pre-purchase, purchase or post purchase. We have leveraged our digital capabilities and initiatives to ensure that disruptions or the need for physical interventions are minimized.
However, as the pandemic-led restrictions have eased, it's important to physically interact with our customers and consumers (in our case, farmers) to gain insights and keep improving the basis of these insights.