Ceat – Anant Goenka, MD

The covid-19 outbreak has forced the tyre manufacturer to re-evaluate its cost structure, best ways to utilise resources, make remote working easy for employees, and deploy digital channels to support business continuity through the crisis.

The crisis has fundamentally changed consumer behaviour, supply chain networks, encouraged remote workplace concept and accelerated other structural changes in the industry. This acceleration has forced the company to relook at its digital strategies to capture new marketplace opportunities.

There was quick adoption for quick-win solutions that helped them respond and adapt to the new norms—such as tracking employee health, enforcing safe distancing on the shop floor, and supporting remote collaboration. Safety of the employees at plants has been their priority whether it is adhering to maintaining distances, keeping hands sanitised and following all those norms that you would have all read about. They increased their communication manifold so that employees can remain connected. Several new initiatives to improve physical and mental well-being of people have been rolled out.

Ceat witnessed a sharp rebound in demand post Q1 and the ability to ramp up production with uncertainty in demand has been tested during this pandemic.