Michelin eyes market for premium 2-wheeler tyres in India

French tyre technology and manufacturing brand Michelin is making a strong bid to corner a sizeable share of the tyre market for premium motorcycles, which account for about 15 per cent of all motorcycles sold in India.

Michelin also announced the launch of its first Indian TV commercial for its range of two-wheeler tyres. Under the 'Safely Ahead' campaign, the company will also introduce its iconic brand mascot, the 'Michelin Man' for the very first time on Indian television

The company, which introduced two-wheeler tyres in India five years ago, said it would focus on the premium segment, which has a potential for growth.

''More and more Indians are buying premium bikes and super bikes. And their numbers will only grow. We are focusing on this segment even though we also supply commuter bike tyres in the Indian market,'' said Pradeep G Thampy, commercial director, two wheeler tyres, Michelin India.

The company, which sells its tyres through 3,000 outlets in India, plans to double this number by the end of 2017.

Michelin currently manufactures commuter bike tyres locally at TVS Tyres' facility in India, while importing the premium radial motorcycle tyres.

The locally produced ones are sold 10 to 15 per cent premium than its competitors while the imported tyres, which have better safety features, are priced in the range of Rs8,000 to Rs25,000 for a pair, the company official said.

''Currently, our tyres are sold in 63 top cities which have a population of more that 10 million and now we have decided to go down to smaller towns,'' Thampy said. To popularise its brand in India the company has decided to get the popular ''Michelin Man ''it's mascot to Indian homes through a TV commercial that will go live soon.

Michelin says it has more than doubled its business in India over each of the past two years, and, officials revealed that the French tyre major has still more plans up its sleeve.

"We have rolled out 20 products so far. Even more will come," Gary Guthrie,  president, two-wheeler division, said on the sidelines of the Michelin press conference.