The Rising Northeast

JK Tyre, the pioneering tyre maker, has been actively promoting motorsports in India for more than four decades. The company has produced and supported many young, talented racers who have showcased their skills on both domestic and international racing circuits. Starting from the basic level of karting, JK Tyre has played a major role in taking India’s flag to the highest level of motorsport – the Formula 1 racing track. Padma Shri awardee and India’s first Formula 1 driver Narain Karthikeyan, and Gaurav Gill, India’s first motorsport athlete to receive the prestigious Arjuna Award, among many others, are proud protégés of JK Tyre.

Over the past couple of years, JK Tyre has successfully hosted several motorsports and cultural events in the Northeast. “Our commitment to the Northeast extends far beyond motorsport. While the recent JK Tyre-powered Festival of Total Control across Kohima, Aizawl, Shillong, Guwahati and Gangtok helped create economic transformation in the region, it has also proven to be one of our fastest-growing markets, even as we continue to premiumise our offerings across the spectrum,” explains Dr Raghupati Singhania, CMD, JK Tyre & Industries. “From youth empowerment to contributing to India’s self-reliance in rubber production, our integrated approach of combining business growth with social impact perfectly aligns with government policies like Act East, and represents JK Tyre’s purpose-led philosophy in action,” adds Singhania.

In the last couple of years, a huge transformation has taken place across the Northeast in terms of roads, infrastructure development, new airports, improved connectivity, homestays, budget hotels, and other facilities for tourists and adventure lovers. With its dense evergreen forests, mountains, rivers, streams, and monasteries, the Northeast offers so much to visitors – a variety of activities including motorsports, cycling, trekking, and river rafting. The Northeast has always been a land of passion: for music, for movement, for stories. The company recognised this spirit and matched it with its own: a four-decade legacy of motorsport excellence in India. JK Tyre has also played a key role in promoting the Northeast in many areas, with support from local governments and stakeholders.

“The partnership between JK Tyre and Nagaland in the realm of motor and adventure sports spans over two decades of collaboration, shared vision, and collective commitment. Over the years, JK Tyre has played a pivotal role in empowering the youth of Nagaland across multiple dimensions; not only in motorsports and adventure activities but also through social initiatives and capacity-building programmes. These engagements have not only promoted national integration but have also created platforms for Naga youth to compete with the very best – both within and outside Nagaland,” says Abu Metha, Advisor to Chief Minister & Chairman, Investment & Development Authority of Nagaland.

JK Tyre’s Indian Racing Festival was held recently across the five cities of Kohima, Aizawl, Shillong, Guwahati, and Gangtok. The company showcased Indian Formula 4 cars, vehicles from the Indian Racing League, modified stunt cars, drifting, stunts on superbikes, and karting prodigies. The tour delivered world-class motorsport action to the streets of the Northeast. From Indian Formula 4 cars and jaw-dropping drifting displays in Lexus and BMW vehicles, to gravity-defying superbikes and young karting prodigies on Rotax karts, the festival offered an unforgettable motorsport experience to audiences of all ages.

Boosting business and economy Apart from motorsports initiatives, JK Tyre is generating tourism interest, creating local jobs, and putting emerging regions like Dambuk and Gangtok on India’s motorsport map. Its ongoing presence in the Northeast reflects long-term alignment with government policies like the Act East Policy, the Vibrant Villages Programme, and regional infrastructure expansion. JK Tyre has long been active in the region through collaborations with integral events such as the Hornbill Festival and Dambuk Orange Festival, among others. The Northeast is now one of JK Tyre’s fastest-growing markets, particularly in the SUV tyre segment.

“Over the years, we have had the privilege of working closely with state governments and local partners to nurture and grow motorsport culture in the Northeast. Our early efforts to bring professional racing to new regions gradually evolved into a deeper, more meaningful connection with local communities. We have witnessed exceptional talent and passion emerge organically from here. By blending the adventure of motorsport with the region’s rich music culture, we have aimed to make this niche sport more relatable and inclusive, while encouraging young talent to dream bigger and go further,” elaborates Sanjay Sharma, Head – Corporate Communication & Motorsport, JK Tyre.

The company’s initiatives are creating livelihood and skill-building opportunities for local youth. From vehicle engineering and event operations, to motorsport logistics and natural rubber cultivation, JK Tyre is helping build a skilled ecosystem. Furthermore, its women-only racing programmes are creating new pathways for young Indians to dream beyond conventional careers. Safe driving awareness programmes have also been conducted for motorsport participants, including a special drive in the Northeastern states.

“JK Tyre has sparked a transformative energy in the Northeast, far beyond motorsport. They’ve ignited pride and excitement among our people, especially young people, turning once-distant events into vibrant celebrations right in our backyard. Blending the roar of engines with music, culture, and stunning hill scenery, these festivals have boosted infrastructure, tourism, and hospitality,” says Lhakpa Tsering, President, Adventure X-Fusion Tribe, Arunachal Pradesh. These events have also helped unite visitors from across the country and put the Northeast on the global stage.

JK Tyre has been part of the INROAD Project, an industry initiative that has planted over 1.25 lakh hectares of rubber across the Northeast and West Bengal over the past 4 years, working to boost domestic rubber production. With financial support from other tyre makers such as Apollo, Ceat and MRF, and an investment of over R1,100 crore in rubber plantations, the INROAD Project aims to enhance India’s natural rubber self-reliance while uplifting rural livelihoods.

Travel and drive stories are not new to Business India. In 2013, the author of this article, for the first time in India, through Auto India – part of the Business India group of publications – successfully completed a road trip to the Seven States (popularly known as the Seven Sisters: Assam, Arunachal Pradesh, Manipur, Meghalaya, Mizoram, Nagaland, and Tripura), followed in 2014 by a record-breaking drive to the 12 Jyotirlingas in 12 days. In the span of 12 years, infrastructure across the Northeast has been completely transformed, and this is helping to boost the economy – not only of the Northeastern states, but also of the country as a whole.