QUARTERLY MAGAZINE August 2024 Vol 16
QUARTERLY MAGAZINE August 2024 Vol 16
Focus
On the 1st of March, 2024, the hallowed halls of RPG House in Worli bore witness to a momentous occasion – the centennial celebration of CEAT, a brand that has etched its name into the annals of automotive history. The celebration was a testament to the enduring spirit that has propelled CEAT's journey for a hundred years.
The event was a magnificent spectacle, seamlessly blending CEAT's rich past with its steadfast vision for the future. Attendees were immersed in a compelling narrative, thoughtfully crafted to celebrate the brand's rich heritage, while igniting the spark of innovation that defines the legacy brand.
Originating in Italy's Turin city in 1924, CEAT emerged as a beacon of Italian craftsmanship and innovation. Its foundations were laid by the visionary Virginio Bruni Tedeschi, whose passion for engineering and attention to detail were woven in the very fabric of the company.
As the world recovered from the ravages of World War II, CEAT's resilience shone through. In 1946, despite suffered bombings at its Corso Palermo unit, the company pivoted towards its destined path – tyre manufacturing. It marked as a turning point for CEAT, to build a legacy that would span a century. Today, CEAT's name is synonymous to automotive excellence, and persistent dedication to quality in the industry.
CEAT's foray into India was fortuitous, marked by a meeting between the Tedeschi family and the legendary industrialist JRD Tata. Their chance encounter at a social occasion in New Delhi paved the way for CEAT's entry in the burgeoning Indian subcontinent in 1958. The collaboration resulted in the establishment of CEAT India.
In 1983, the RPG Group adopted CEAT's legacy, ushering in a new era of growth and global expansion. Rooted in rich heritage and ambition, CEAT's journey epitomises the spirit of collaboration and customer-centric ethos that continues to drive it forward.
Rhino, the erstwhile logo of CEAT displayed at the event
Arnab releases the stamp
Anant shares his thoughts at the event
A mosaic wall showcasing CEAT’s 100 years
CEAT's customer obsession permeates every aspect of its operations, from product development to advertising campaigns and corporate social responsibility initiatives.
In its quest of customer satisfaction, CEAT has forged successful partnerships with iconic tournaments like the IPL and the World Cup, as well as collaborating with inspirational cricketers like Rohit Sharma, Shubhman Gill, Shreyas Iyer, Shafali Verma, and Harmanpreet Kaur for being its brand ambassadors. These collaborations have not only strengthened CEAT's brand presence but have also reinforced its commitment to reaching customers through innovative channels.
As the anniversary celebrations began, attendees experienced a captivating journey through CEAT's illustrious history, culminating in a glimpse of the brand's future ambitions. From its modest beginnings in Italy to its presence in over 100 countries, CEAT's legacy is characterised by perseverance, innovation, and an unwavering commitment to shaping the future of mobility and safety.
Having earned prestigious accolades like the Deming Grand Prize and the World Economic Forum's Lighthouse Designation, CEAT has cemented its status as a leader in tyre manufacturing and quality excellence. Today, CEAT is more than just a brand; it's a legacy in motion, constantly evolving and redefining industry standards.
The brand's story is a testament to the seamless fusion of tradition and progress, with every milestone dedicated to its customers driven by a spirit of innovation and time-honoured craftsmanship. With CEAT, the future of mobility and safety is in capable hands, driven by a legacy that continues to inspire and shape the world, one revolution at a time.
