Have you seen tyres which are branded with MRF ?
From cars to buses, it has its presence across the world.
MRF is the most expensive share in stocks and occupies 25% of the tyre market.
It was the only brand back then to import to the USA.
Yes, the journey of MRF was not easy from the beginning.
K.M. Mamen's father was against the British, which led his family to poverty. He grew up with full of struggles and, for a livelihood, he started selling balloons on the streets.
After few years
He, along with his wife, started a balloon manufacturing unit, which gave them a better income. As confidence improved, they started preparing rubber toys, which gave them a major change in their life.
The journey of MRF
He noticed his cousin brother's tire repair store and understood about tires. As he already had experience in the field of rubber, he quickly identified what lacked in this industry. He was always an ambitious man and wanted to prove his worth to the world.
In those days, most of the companies were from foreign entities. They dominated the Indian market from manufacturing to supplying everything that was under their control.
He searched in various countries and started importing tyres from the USA, but those worked only in the USA, but as the Indian terrain was harsh, which made it worse to use.
Finally, he collaborated with Mansfield tyre company for their technology, then, eventually, he changed the name to MRF (Madras Rubber Factory) in india.
Marketing Strategy
* They hired the father of an Indian advertisement, Alyque Padamsee, who created the best ads for Bajaj, Surf, Fair and Lovely. Created best possible ads to gain the trust of Indian's.
* Then MRF branded stickers on the bats of God of Cricket Sachin Tendulkar and Virat Kohli.
Today, from Maruti to Bajaj, from Zigma tires for JCB to aircraft of the Indian armed forces,
They prepare world-class tires. Every day about 1. 2 lakh tyres are made, and they have a net worth of 52,300 crore.
