JK Tyre & Industries has launched a motorsport tour across the North-East as part of a strategy that goes beyond commercial ambition and leans into brand positioning through public engagement. The “JK Tyre powered Indian Racing Festival” running from 12 to 22 April 2025 will visit five regional capitals Kohima Aizawl Shillong Guwahati and Gangtok with a combination of professional racing showcases and community-focused activities. This tour highlights JK Tyre’s intent to deepen its influence in one of its strongest markets while fostering motorsport culture in a region already known for its love of adventure and speed.
The schedule starts in Kohima Nagaland on 12 April and moves through Aizawl Shillong and Guwahati before concluding in Gangtok on 22 April. These cities have been chosen for their strategic and symbolic value representing both urban interest and accessibility to nearby rural populations. JK Tyre has already developed a strong footprint in this terrain particularly in the SUV tyre segment which is essential for navigating the region’s hilly landscapes. The company has also tied its brand image to regional identity by partnering with cultural events such as the Hornbill Festival in Nagaland and the Orange Festival in Arunachal Pradesh showing a consistent effort to integrate commerce with culture.
Srinivasu Allaphan, Director of Sales and Marketing, JK Tyre, noted that government support from the North-Eastern states has been crucial to enabling this tour and creating a platform for motorsport as a lifestyle rather than a niche hobby. The brand’s tone reflects confidence but also an understanding that customer loyalty in this region is influenced as much by emotional ties as by technical features
The festival promises to deliver a blend of entertainment and sport including live demonstrations of Formula 4 and Wolf cars drifting performances using Lexus and BMW vehicles stunt shows on Superbikes and races involving young karting prodigies using Rotax Karts. These events are all being powered by JK Tyre’s Levitas Ultra range which the company positions as its high-performance tyre line. The inclusion of young drivers and seasoned professionals aims to create a narrative of legacy and future potential connecting experienced enthusiasts with first-time spectators.
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