Birla Tyres X Viacon Case Study

Starting their journey as part of Kesoram Industries, Birla Tyres established a reputable framework comprising 170 sales outlets, approximately 8,800 distributors and dealers, and a presence in 17 international markets. In a major shift, Himadri Specialty Chemicals and Dalmia Bharat refractories acquired the brand in 2023. The rebranding was expected to refurbish Birla Tyres’ global market presence.

Despite an upscale move, Birla Tyres started facing roadblocks. The biggest challenge was the dearth of an intuitive digital UI. Ninety percent of successful brands have user-friendly website UX. In FY 2024, Birla Tyres realized immense market potential, with revenue scaling to INR 6.10 crores.

Sensing operational headwinds, Birla Tyres felt a transformative urge. Their in-house case studies suggest high brand loyalty in the Tyre market. In some Tier 1 and 2 cities, 60% of customers preferred Birla Tyres over others.

To accommodate new leads and retain existing customers, Birla Tyres requires a crucial digital revamp. Creating a web design that facilitates better product discovery was imminent. The client also needed a quick content roadmap for the upcoming projects’ promotional content. Hence, Viacon happened.

Revamping the digital interface and ecosystem of a market disruptor like Birla Tyres was a critical ask of Viacon. We encountered some hands-on challenges during the onboarding stage.

Birla Tyres’ legacy system was a pivotal roadblock. The existing website had some deep-rooted problems. The whole UI was difficult to navigate. There were no advanced features for product search on the website.

The problem escalated when our developers found another critical operational bottleneck. The lagging site also required developers’ intervention for minor content updates. The site audit exposed the next big set of problems.

Birla Tyres has a diverse product catalogue. There are several tyres, each serving a different type of vehicle. Tyres also varied with their application. Birla Tyres requires a comprehensive solution

in the form of a highly structured catalog for their extensive product range. Meanwhile, there was another concern. We had to design the catalog to facilitate intuitive search and filtering.

Besides the innovative challenges, there were also legacy issues, such as slow site loading and a high bounce rate. We had to take on this problem without wasting time. B2B marketers say poorly optimized B2B websites can experience up to 60% bounce rate.

Our web development team had to fix the error straightaway. We were not only a handful with characteristic issues but also had a very limited delivery timeline. Birla Tyres was concerned about its average revenues (INR 6.10 crore in 2024) and the threat of competitors closing in.

Repeated brainstorming sessions and our gritty web design and development team finally found a resolution for Birla Tyres. We received a recognition email the same day we pitched the solution roadmap to Birla Tyres. The client was overwhelmed. We fixed the bugs and optimized Birla Tyres’ website for SEO. Our Next.js experts significantly reduced the load time and improved search engine visibility. Our next solution was a React-based search and “smart-filtering” system. By incorporating Strapi CMS, we simplified the search operation.

Users can find the right tyre for their vehicle by entering the vehicle type, size, and its intended applications. Our Strapi experts’ team also developed a flexible backend solution in 2 weeks. Birla Tyre’s marketing team can now use the same to manage content on their website autonomously.

To create an all-around website, we changed the web UI to a mobile-first design and added localization support for the diverse markets that Birla Tyres serve. Web hosting with Vercel, featuring CI/CD pipelines and Digital Ocean technology, made the web UI more seamless.