ATMA and IOCL come together to launch a nationwide campaign
ATMA and IOCL come together to launch a nationwide campaign

Safety first

Tyre industry creates awareness of ‘tyre care & safety’ through campaigns
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India accounts for the largest number of road-related fatalities in the world. As many as 170,000 people lost their lives in 2023 alone in India in road accidents. Considering the importance of tyres in overall road safety, Automotive Tyre Manufacturers’ Association (ATMA), has been intensely involved in creating awareness of tyre care and road safety. ATMA is ably assisted in this programme by its technical arm Indian Tyre Technical Advisory Committee (ITTAC), the national technical body entrusted with creating standards for tyres in the country. Nitin Gadkari, minister for road transport & highways, has called upon all stakeholders – government, private sector and start-ups to come together to address the urgent issue of road safety in India. 

Tyre bursts are a significant cause of road accidents and deaths and can be caused by several factors, including overloading, speeding, overinflated tyres and worn-out brakes. India has seen rapid growth in the automotive sector over the last few decades and is currently the fourth-largest market in the world. The Indian automotive industry is supported by a 6.6 million km road network, which carries about 90 per cent of the country’s passenger traffic and 65 per cent of its goods. However, India has continued to demonstrate a lacklustre performance in terms of road safety standards.

To educate the motoring community on safety measures, ATMA and Indian Oil (IOCL) are collaborating on tyre safety awareness through their campaigns across the country. Recognising the urgent need to address tyre safety as part of the broader cause of road safety in India, ATMA has partnered with IOCL to launch a nationwide tyre safety awareness initiative. This campaign aims to educate motorists about proper tyre care and maintenance through free tyre health checks and direct engagement at Indian Oil retail outlets (ROs). The initiative will be spearheaded by the Indian Tyre Technical Advisory Committee (ITTAC), comprising technical experts from across the tyre industry.

Kicking off the campaign The campaign was inaugurated at an Indian Oil retail outlet in South Delhi by Amit Kumar Khayalia, divisional retail head, IOCL. Prominent leaders from the tyre industry, including V.K. Misra and Rajesh Dahiya, along with officials from ATMA, ITTAC and service engineers from ATMA member companies, were present to mark the occasion.

This tyre safety drive for motorists follows extensive training programmes conducted by ATMA at IOCL facilities across the country to educate fuel tanker drivers on tyre maintenance and safety. In the past year alone, over 1,000 commercial drivers connected to IOCL’s supply chain have undergone training, significantly raising awareness about the critical role tyres play in road safety.

“Tyre safety is of paramount importance, as tyres are the only contact point between the vehicle and the road,” said Rajesh Dahiya, vice-president, sales & service, Apollo Tyres, and member, ATMA managing committee. “Poor tyre maintenance is a serious road hazard. We are pleased to join hands with Indian Oil in this crucial campaign. The collaboration between ATMA and IOCL is expected to create a significant impact, starting with the Delhi NCR region and extending nationwide”.

“The partnership between ATMA and Indian Oil, one of India’s premier corporations, is a significant step forward towards making a difference to the road safety campaigns being held in the country,” added V.K. Misra, technical director, JK Tyre & past chairman, ITTAC. “We look forward to significant improvement in awareness levels of motorists, especially with regard to tyre care and safety”.

As part of the campaign, tyre health checks will be provided free of charge and motorists will be briefed on key aspects of tyre safety, including maintaining the correct inflation pressure and identifying tread-wear indicators (TWI), which is present in all tyres for easily identifying tread depth and replacing worn out tyres within time so as to prevent accidents. Besides direct interaction with vehicle owners, informative booklets have been designed for distribution.

ATMA emphasises that tyre care often does not receive the attention it deserves. Properly maintained tyres are crucial for vehicle safety, as they bear the entire weight of the vehicle and ensure safe contact with the road. As a socially responsible citizen, the tyre industry has been creating awareness of ‘tyre care & safety’ through several campaigns. ATMA member companies, such as Apollo, Bridgestone, CEAT, Goodyear, JK Tyre and MRF, have been actively participating in such safety awareness campaigns organized by ATMA & ITTAC pan India. 

Business India
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