(Commonwealth_ CEAT Kelani Holdings, known for its tire manufacturing prowess in Sri Lanka, has achieved a significant milestone by launching its first shipment of tyres to Brazil. This move marks Brazil as the latest addition to CEAT Kelani’s expansive international presence, which already spans across 16 countries globally.
Entry into the Brazilian Market and Certification
Brazil, a historical contributor to the global rubber industry, now welcomes CEAT tyres manufactured in Sri Lanka. Before commencing exports, CEAT Kelani diligently obtained the INMETRO certification from Brazil’s National Institute of Metrology, Standardisation and Industrial Quality. This certification process involves rigorous product safety testing, factory inspections, and compliance assessments to ensure adherence to Brazilian production standards and technical requirements. INMETRO’s certification and authorization signify CEAT Kelani’s commitment to quality and regulatory compliance, essential for accessing the Brazilian market.
CEAT Kelani is also distinguished as the only locally manufactured tyre brand certified under IATF 16949:2016, meeting stringent international standards for Automotive Quality Management Systems. Furthermore, CEAT tyres are e-Mark certified by the Economic Commission for Europe (ECE), mandatory for automotive components sold in the European Economic Area (EEA). They also comply with Indonesian National Standard SNI and Indian national standard BIS, underscoring their adherence to global quality benchmarks.
Strategic Market Approach and Product Portfolio
Shamal Gunawardene, Chief Operating Officer of CEAT Kelani, expressed enthusiasm about Brazil as a pivotal export market, stating, “Brazil is an exciting and commercially-significant market for us.” CEAT Kelani has partnered with top agents in Brazil to promote its products effectively. Initially focusing on Passenger Car Radials and Industrial/Grader tyres, CEAT Kelani plans to expand its offerings to include Truck Bus Radial, Light Truck Radial, SUV, and Commercial Van Radials in the future.
Global Presence and Export Strategy
Beyond Brazil, CEAT Kelani exports a diverse range of tyres under the CEAT brand to countries such as Egypt, Kenya, and Pakistan. In other markets, including the Philippines, Yemen, Chile, Bolivia, Mauritius, Jordan, Ghana, Syria, Nigeria, Seychelles, Nepal, and Afghanistan, CEAT tyres are marketed under the brand names ORION and KELCEA. This expansive reach underscores CEAT Kelani’s versatility and capability to cater to diverse market needs globally.
Commitment to Quality and Innovation
Gunawardene emphasized that each new market entry involves rigorous testing to ensure compliance with specific market quality standards. This process not only facilitates market access but also drives continuous improvement in processes and materials, benefiting customers worldwide. The insights gained from meeting diverse market requirements contribute to enhancing product reliability and customer satisfaction across both export and domestic markets.
Future Outlook and Growth Strategy
Looking ahead, CEAT Kelani aims to strengthen its foothold in Brazil and other international markets by leveraging its certified product portfolio and fostering strategic partnerships with local distributors. The company’s commitment to quality, innovation, and sustainable practices positions it favorably in the competitive global tire manufacturing landscape. This strategic expansion into Brazil reaffirms CEAT Kelani’s dedication to meeting global demand while contributing to Sri Lanka’s export sector and economic growth.
CEAT Kelani’s successful entry into the Brazilian market represents a significant achievement in its journey of expanding international operations. With a robust portfolio of certified products and a strategic approach to market penetration, CEAT Kelani is poised to make a substantial impact in Brazil’s automotive industry. This expansion not only enhances CEAT Kelani’s global presence but also underscores Sri Lanka’s capability to produce high-quality automotive components that meet stringent international standards, further boosting the country’s export competitiveness and economic development.
