CEAT Launches SecuraDrive CIRCL – India’s First Sustainable Car Tyres
CEAT Tyres, one of India’s top tyre companies, has embarked on the journey towards greener mobility with the introduction of the first road-worthy sustainable car tyres in the country. The new series of car tyres branded as SecuraDrive CIRCL sets a precedent in the Indian tyre industry by combining performance, safety, and sustainability with a product solution.
The CIRCL series, which stands for CEAT Innovation for Renewable & Circular Lifestyle, will be available in two different variants – CIRCL 50 and CIRCL 90. Although it may sound obvious, the tyres are manufactured with 50% and 90% sustainable materials respectively. Priced at ₹8,999 for the CIRCL 50 and ₹12,999 for the CIRCL 90, both variants will initially be available in the popular 215/55 R17 size, a specification compatible with premium sedans and SUVs.
A Symbolic Launch Backed by Cricketing Legacy
To give this product a distinctive identity, CEAT has chosen to limit the initial rollout to just 264 units. This number honors brand ambassador and Indian cricket captain Rohit Sharma who, in a One Day International match, claimed the world record of 264 runs against Sri Lanka. Rohit ceremoniously launched the CIRCL tyres, illustrating the company’s ambition to partner sustainability with aspirational branding.
Limited Distribution to specifically CEAT’s premium retail outlets and selected authorised dealers in leading cities in India do not occur until September 2025. The limited numbers would not only allow CEAT to test the market but also create an exclusive and aspirational positioning of the product.
Revolutionizing Sustainable Mobility
As mentioned by Arnab Banerjee, MD & CEO, CEAT Ltd., we have ‘broken new ground’ in sustainable tyre technology with the SecuraDrive CIRCL range.
“Through the launch of a fully road-ready tyre containing 90% sustainable content, CEAT has redefined the terms of performance and eco-innovation. It is no longer about making a choice about sustainability, but each business’s responsibility, and this launch is a timely reminder of CEAT’s ambition to lead the transition to greener mobility.”
The CIRCL 90, in particular, incorporates 21% recycled content and 69% renewable materials, bringing together eco-friendliness and superior performance. The CIRCL 90 is not just one of the most advanced passenger car tyres in India, but it is on track to be one of the most advanced in the world.
New Technology from Patents
CEAT has used three patented technologies to deliver these advancements:
Unified Biopolymer Inner Liner – Reduces emissions from the production process and facilitates the integration of bio-based materials.
Glycerol-Based Accelerator – Uses by-products, including pine tree sap to replace conventional resin and natural rubber instead of synthetic polymers, to replace conventional petroleum-derived chemical accelerators with renewable chemicals.
Silica Conductive Anti-Static Solution – Employs rice husk ash to create a new, green silica which provides conductivity for safety and promotes anti-static properties while replacing the unsustainable carbon black used in the past.
These technologies underline CEAT’s commitment to not just reducing environmental impact, but also retaining durability, performance, and road safety – key expectations of today’s automobile owners.
Target Audience and Market Positioning
The SecuraDrive CIRCL tyres are primarily targeted at urban, environmentally conscious consumers who view sustainability as both a responsibility and a lifestyle choice. By limiting the product initially to Tier-1 cities, CEAT is positioning CIRCL as a premium offering for early adopters who want to blend eco-consciousness with aspirational vehicle ownership.
The tyres will be applicable for many popular premium cars sold in India, including Honda Elevate, MG Astor, MG ZS EV, and Toyota Camry. The presence of these vehicles indicates that CEAT wants to reach those customers that are not only performance-oriented, but also want their mobility options to be more sustainable.
A Strategic Move for the Future
Lakshmi Narayanan B, Chief Marketing Officer of CEAT notes how Indian consumers are changing. “Consumers are becoming increasingly choiceful in their consumption patterns. We are giving them an opportunity to make a choice that is aligned with their values and that is achieved without compromising safety, performance or style. CIRCL is an incredibly well-defined culmination of innovation and sustainability, and can set a new standard for sustainable mobility in the Indian region.”
The CIRCL launch is not just a new product launch from CEAT. It is a strategic experiment. By limiting supply and recording customer feedback, CEAT expects to determine the level of acceptance of CIRCL before increasing further production. If it succeeds, this concept could lead to a broader spectrum of environmentally responsible tyres across a much broader market from 2-wheelers to commercial vehicles.
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