
3 minute read
‘You have to raise the bar continuously’

from Modern Tire Dealer - February 2023
by EndeavorBusinessMedia-VehicleRepairGroup
Ascenso Tires North America Enters Next Phase Of Growth
With a new name, a new distribution center and new products, Ascenso Tires North America (ATNA) — previously known as Tyres International — is ready for its next phase of growth under the ownership of Mahansaria Tyres Private Ltd. (MTPL).
MTPL — which is headquartered in Mumbai, India, and owned by o -highway industry veteran Yogesh Mahansaria — acquired majority stake in Tyres International in 2021.
Longtime Tyres International owner Marty Bezbatchenko controls the rest of ATNA’s shares. (Marty and his son, Mike, run the company.)
MTPL wanted a more extensive presence in North America as part of a bigger initiative to broaden its reach.
With the 2021 acquisition, Tyres International became the exclusive distributor of Ascenso-brand ag, OTR and material handling tires in the United States.
At the time of the deal, Tyres International had two distribution centers — one in Stow, Ohio, and another near Reno, Nev.
e latter facility was expanded to 70,000 square feet in 2022.
Six months ago, Tyres International opened a third distribution center — a 75,000-square-foot facility in Dublin, Ga., which is near the Port of Savannah.
“We needed it because we had maxed out in warehouse capacity,” says Mahansaria.
“When we looked at our ability to service customers, we also felt we needed to strengthen our presence in the Southeast.
“One of the reasons we have signi cantly expanded our distribution in the U.S. is our ability to o er fast turnarounds. We follow a build-to-stock model” that’s enabled by signi cant warehousing capabilities in India.
MTPL’s factory — whose start-up represented a $100 million investment — is located in Gujarat, India.
It has the capacity to produce one million tires per year and recently completed its rst expansion phase.
Marty Bezbatchenko says the pace of Ascenso Tires North America’s product rollouts “has been very quick. We’re working with customers on new sizes and tread patterns, while at the same time keeping quality levels high.” (Pictured, parent company Mahansaria Tyres Private Ltd.’s plant, which is located in Gujarat, India.)
“We’ve added capacity (at the plant) quarter by quarter,” says Mahansaria. “And it’s certainly our plan to enhance our production capacity over the coming years, given the extremely positive response we’ve received for our products.”
MTPL, through its ATNA subsidiary, “has built out a full line of Ascenso-brand bias and radial ag tires,” as well as industrial and construction tires, according to Mahansaria.
“We are continuously expanding our product range. We bring to market every month between 15 and 20 new SKUs. In a short period of time — less than two-anda-half years — we have developed a product portfolio of 500 SKUs.”
Bezbatchenko says the pace of ATNA’s product rollouts “has been very quick. We’re working with customers on new sizes and tread patterns, while at the same time, keeping quality levels high.”
ATNA will widen its product o ering in 2023. “We hope to bring to market at least 200 to 250 new SKUs a year — not just mainline tires, but all the niches required by the U.S. market,” including a new line of tires for forestry industry applications, notes Mahansaria.

Pursuing original equipment tments also will be a priority.
“Our rst focus was getting established in the replacement market with established distribution,” says Mahansaria. “Now that we’ve had success, we’re making a signi cant push with original equipment manufacturers, both in the U.S. and around the world.”
ATNA also is investing in its sales force. e company added “several experienced and well-respected team members” during 2022, which “has allowed us to spend more time with customers and develop deeper relationships with them,” notes Bezbatchenko.
“And we’ll be looking at bringing on more personnel. We have some holes we want to ll and want to get more boots on the ground.
“I also think in 2023 that we’ll be more visible at trade shows and working with our dealers at local shows. We’re also putting in new so ware that will allow customers to order online and see their orders.”
Regarding additional warehouses, “we are considering expansion, keeping in mind long-term demand trends.”

“I think if you want to be a real player in this market and a trusted partner to customers, you have to raise the bar continuously,” says Mahansaria.
“You have to be able to support your customers with local inventory and sales support.
“ at’s the reason we partnered with Marty and Tyres International and it has really played out the way we anticipated.”









