Diamond Tyres Limited is a renowned name in domestic and international 2 & 3 wheelers industry. The foundation was laid in 1968 when Diamond Rubber Mills, DRM, was established by Late Mr. S.M Shaffi in Karachi, engaged in bicycle tyres and tubes production only. In 2008, the plant was shifted with a colossal expansion bearing the name Diamond Tyres Limited. Advance technology coupled with state-of-the-art equipment has given DTL a leading edge to produce most refined quality products and services competing in bicycle, motorcycle, rickshaw and wheel-barrow tyres & tubes.
The success story of DTL is spread over just 4 years with continuous growth in operating arenas. This could only be possible with the vision, leadership capabilities and pure business acumen of one man, Mr. Muzammil Ejaz Shaffi. A very young entrepreneur who made his business partners and competitors stunned with his diversified strategies and tactics. Off course, the implementation was done by his brilliant, honest and hardworking team who left no stone unturned to set and achieve most difficult objectives.
The journey still goes on with continuous R & D with mega plans for entering into commercial and agricultural tyres & tubes
Diamond Tyres Limited is operating under the umbrella of Diamond Group of Industries, which comprises of 35 other companies and engaged into leading brands like Diamond Supreme Foam and Dolce’ Vita. The company has its head office in Lahore with regional office in Karachi. The company has a wide network of distributors and dealers with an estimated coverage of more than 10,000 retail outlets across Pakistan.
TARGET MARKET & MARKET STRUCTURE:
The target market of DTL comprises of domestic and international individuals, corporate entities including OEMs, institutions and government bodies using 2 & 3 wheeler vehicles. Main areas of operations are:
- OEM (Corporate Sales)
- Tyre replacement market (Operated through Distributors & Dealers)
- Export Market.
Diamond Tyres Limited has few competitive edges including:
- Pioneering and trendsetting for unique, innovative and modern tread patterns in local market.
- Trendsetting in electronic media campaigns for motorcycle tyres and tubes in Pakistan.
- Crystal clear pricing strategy.
Regarding Marketing activities DTL has a very efficient marketing plan for business and brand development. From BTL activities of branding, promotions, campaigns to ATL approach like electronic media and TTL applications has given DTL tremendous and remarkable achievements in terms of brand awareness. Participation in domestic and international exhibitions has enhanced corporate image, goodwill and respect not only for company but country as well which has further lead to new global venues.
The company is exporting to almost a dozen states in Central & Eastern Europe, SAARC and Africa. Soon the horizon of exports for DTL is broadening with intercontinental deals who have tested and certified in terms of quality.
The company envisage a very bright future with rapid growth, capturing and maintaining enhanced market share, untiring R & D activities and pioneering in latest and advance tread designs and sizes. Paperwork for commercial and agricultural range has already been done and soon they would come up for global consumers.
-Published on page#-11 in January-2013 issue of MOBILE WORLD Magazine