Mumbai, Jan. 14 -- It is high time the various tyre associations considered how to educate the end users on the critical role played by tyres without which we'd be in an immobile world where safety and comfort would be nowhere near what we enjoy these days

Adam Gosling

As an industry, we've done ourselves no favours. Yes, a big statement to make, so ask any of your clients: Do they enjoy buying the items that serve them tirelessly and keep them safe? Most, if honest, will answer that tyres are a grudge buy, everyone complains about having to replace their tyres again even though they have given them years of faithful service, kept them safe and comfortable. Tyres are still a grudge purchase. Why?

We've failed over the years to educate ...