CEAT adopts new model to honour top dealers of 2020-21

• Takes trophies, cash prizes and certificates to doorsteps of dealers who contributed the most to Company’s performance

CEAT Kelani Holdings has honoured 99 leading tyre dealers in Sri Lanka by presenting them with award trophies, cash prizes and certificates at their doorsteps, adapting to the challenges of the times to continue its tradition of recognising those who contributed to the Company’s growth.  

Substituting the usual gala awards weekend at a five-star hotel with visits to the top performing tyre dealers of 2020-21, CEAT has presented a total of 14 trophies, 85 certificates and 85 cash cheques to reward overall excellence as well as top sales performances under four product categories – Radial tyres, Truck tyres, Light Truck tyres and Three-wheeler tyres.

The trophies were presented to the Top 10 dealers who generated the highest sales revenue for the brand, and to the Gold award winning dealers in each product category.

CEAT also presented cash cheques to the highest performing dealers in lieu of the customary overseas trips they usually enjoy according to their respective loyalty ratings of Platinum, Gold and Silver.

“The circumstances we are in are not conducive for the conduct of a conventional dealer awards night, but we felt strongly that it is important to acknowledge our loyal dealers, who are also facing many challenges,” CEAT Kelani Managing Director Mr Ravi Dadlani said. “We look forward to interacting with them and their families once again whenever the situation permits the hosting of an awards event.”

The theme chosen for the unusual dealer awards initiative was ‘Striving for unity to conquer’ highlighting the importance of working together to overcome the challenges confronting businesses in Sri Lanka.  

CEAT’s top 10 dealers of 2020-21 were the Dealer of the Year U&H Wheel Service of Colombo 2, Sumith Marketing – Ambalangoda, Nanda Tyre House – Vavuniya, Sumidag Tyre Co – Kurunegala, Paramount Tyre Traders – Colombo 14, Sripali Tyre House – Anuradhapura, Supiri Tyre House – Kandy, Crown Tyres – Colombo 14, Tyre Link – Walasmulla and Asanka Tyre House – Madampe.

The manufacturer of half of the Sri Lanka’s pneumatic tyre requirements, CEAT Kelani Holdings is considered one of the most successful India – Sri Lanka joint ventures. The joint venture’s cumulative investment in Sri Lanka to date exceeds Rs 8 billion, and another Rs 3.2 billion has been committed in 2022 for expansion of volumes, technology upgrades and new product development. The company’s manufacturing operations in Sri Lanka encompass tyres in the radial (passenger cars, vans and SUVs), commercial (nylon and radial), motorcycle, three-wheeler and agricultural vehicle segments.

The CEAT brand accounts for market shares in Sri Lanka of 48 per cent in the Radial segment, 80 per cent in the Truck category, 84 per cent Light Truck tyre category, 51 per cent in the Three-Wheeler tyre segment, 36 per cent in the Motorcycle tyre segment and 72 per cent in the Agricultural vehicle tyre category. CEAT Kelani exports about 20 per cent of its production to 16 countries in South Asia, the Middle East, Africa and the Far East.