Indian cricket fans will soon see a homegrown name shining on Team India’s jersey Apollo Tyres. After sealing an annual sponsorship deal worth Rs 579 crore, Apollo has become the official sponsor of the Indian cricket team. But this is not just another sponsorship story. It’s also about the remarkable journey of an Indian entrepreneur who was born in Punjab, set up a factory in Kerala, and now powers cars on Europe’s roads. With a net worth exceeding Rs 30,000 crore, Apollo Tyres has built its own path among global giants from India’s pothole-ridden roads to Europe’s luxury cars.
Roots in Punjab, first factory in Kerala
Founded in 1972, Apollo Tyres emerged at a time when India’s roads were filling with vehicles but its tyre market was dominated by foreign companies. Those tyres often failed to withstand Indian conditions. Determined to change that, Punjab-born businessman Onkar Singh Kanwar decided to create a truly Indian tyre brand strong, durable and suited to local roads.
In 1977, Apollo opened its first factory at Perambra, Kerala, initially focusing on truck and bus tyres, the backbone of India’s economy at the time. Indian truck drivers demanded tyres that could bear overloading, survive rough roads, and be easily repaired and Apollo delivered exactly that. Gradually, fleet owners and drivers began trusting Apollo as their reliable partner.
What is the winning strategy of Apollo Tyre
Foreign companies designed tyres for smooth roads abroad, but Apollo chose localisation manufacturing tyres tailored for India’s rugged roads. This approach won over fleet owners and drivers, helping Apollo expand through the 1980s and 1990s with plants in Gujarat, Tamil Nadu and Andhra Pradesh.
Global expansion of Apollo Tyre
Apollo went international in the 2000s. In 2006, it acquired South Africa’s Dunlop Tyres International. The landmark came in 2009 with the acquisition of Dutch premium tyre company Vredestein Banden, known for BMW, Audi and Mercedes-Benz tyres. Many doubted an Indian company could handle such a premium brand, but Apollo retained Vredestein’s identity, invested in R&D and built a strong European foothold.
Two-brand strategy for diverse markets
Apollo implemented a smart two-brand strategy:
- Apollo for trucks, buses and mainstream cars.
- Vredestein for luxury and premium segments in Europe.
This allowed Apollo to cater to both price-conscious and performance-focused customers simultaneously.
Beyond Business what is the social responsibility of Apollo Tyre?
Apollo also supported its core customer base truck drivers through health camps and awareness programs tackling issues such as HIV/AIDS. This deepened its emotional connection with customers and strengthened brand loyalty.
Challenges and resilience
In 2013, Apollo attempted a 2.5 billion dollar takeover of US based Cooper Tire, but the deal collapsed due to disputes. Rather than weaken, Apollo maintained financial discipline and emerged stronger, refining its global strategy.
A global tyre powerhouse
Now among the world’s top 15 tyre companies, Apollo operates seven factories across India, the Netherlands and Hungary, selling in over 100 countries. The next generation Neeraj Kanwar leads its international growth, extending the legacy of its founder.