Balkrishna Industries has begun expanding from its off-highway tyre business into consumer on-highway segments, aiming to lift group revenues to Rs 230 billion (Rs 230 bn) by FY30. The company has allocated Rs 35 billion (Rs 35 bn) for product lines, capacity expansion and brand-building, including a national campaign with a film actor. This marks its first concerted attempt to build a domestic consumer franchise after decades of export-led growth.

The on-highway push targets two-wheelers and medium and heavy commercial vehicles, markets noted for high volumes and strong price competition. Management said the strategy aims to diversify risk amid shifting global trade patterns and uneven overseas demand. Executives added the approach builds on lessons from the firm's earlier India playbook of product engineering and a distributor-led route to market.

Joint managing director Rajiv Poddar said the Rs 35 bn investment is spread over three years and the company is one year into the plan, with the balance to be deployed over the next 15 to 18 months. Expansion at the Bhuj facility forms part of the capex and will support both the off-highway business and the new on-highway portfolio, with commercial vehicle radial tyres planned for FY27. The capacity backbone stands at around 360,000 tonnes (360,000 t).

Under Vision 2030 the group expects about 20 per cent of revenue from on-highway tyres, around 70 per cent from off-highway products and the remainder from carbon black. Management targets a five per cent domestic market share in on-highway segments by FY30 and envisages a 2.2 times increase in revenues from FY25 to reach Rs 230 bn. The company is restructuring its brand architecture into BKT Tyres and BKT Carbon.

Executives said success will depend more on execution than on engineering, highlighting distribution depth, dealer alignment and sustained brand investment. Management does not foresee another major expansion at non-Bhuj plants for five to six years as upgrades and automation cycles are largely complete. Routine maintenance and productivity-linked capital expenditure will continue.