Ralco Tyres ropes in Triton Comm to manage its creatives

Ralco Tyres, a leader in the bicycle tyre market in India, is planning to increase its market share in the two-wheeler automotive tyres space. The company will be rolling out a mass communication campaign to take on the competitors in the same category and has roped in Triton Communications to take charge of the creative duties for the brand. Triton had pitched for the business in a multi-agency pitch six months earlier.

 

Confirming the news, Yogeshwar Sharma, Deputy General Manager, Advertising & PR, Ralco Tyres, said, “Ralco has been a market leader in the bicycle tyres category and we now plan to take on the leaders in the two-wheeler tyres space. The vision is to increase market share, expand the distribution network and penetrate into small cities. Our products are adequately priced with great quality; with new agency on board and a new communication we aim to reach out to a much larger audience. We would invest hugely in ramping up our distribution network as well.”

 

As motorcycles sell in much higher numbers than Cars where Motorcycles accounts for almost 75% of two-wheelers sold in the domestic market, Motorcycle tyres (36%) have a much larger share in Indian Tyre Market as compared to passenger car tyres (21.5%). The replacement & OEM market both contribute about 50%. It was only logical for the largest bicycle tyre manufacturer to get into this high growth business.

 

Ralco also considered the strong growth in OEM sales during the last few fiscals that will translate into higher replacement demand, before getting into the category. 

 

This high growth industry comes with stiff competition from MRF & CEAT, two major players in the category with the likes of Dunlop, TVS Srichakra, Metro Continental, Superking are some other brands. International brands like Brigdestone & Goodyear have also recently ventured in the 2 wheeler tyre segment. A large competition comes from the cheaper Chinese imports.

This is Tritons first client after the recent structural change at Triton wherein its National Director-Strategy and Planning, Renton D'Sousa was given the additional charge of CEO. Renton added 'We are very happy to have Ralco as part of the Triton family, it is certainly a privilege to have them with us'. As we go along the intent will be to shift market share in Ralco's advantage in this highly competitive category space. 

 

Rohit Madhusudan, Branch Director, Triton expressed his views on the industry, he said “The industry is focussed on consumer safety whereas the consumer education is very low. Most of the consumers aren’t even aware about the correct air pressure.” Though Ralco has been in the replacement market for some time but its only now they have started focussing on the segment. “ In absence of education a replacement consumer randomly selects the brand that has come factory fitted with his vehicle.” Madhusudan said. 

 

“Company is now gearing up to focus on integrated marketing efforts. The idea is to create visibility at the very point of sale and drive imagery through mass media. It is imperative for us to reach out to replacement market as it is quite significant and educate the consumer.”  Said sharma.

 

Ralco would focus on television, outdoor and print medium to begin with, Sharma divulged.

 

For the record, Ralco Tyres is owned by Ludhiana-based Ram Lubhaya and Sons Ltd (Ralsons). Ralsons is one of India’s largest companies in the field of bicycle and automobile tyres, tubes and bicycle components. The company also exports its products to Europe, South & Central America, South East Asia, Gulf, the Middle East and Africa.