It’s safe to say that the tyre business isn’t exactly the friendliest to the environment. Almost 380 million tonnes of scrap tyres were generated in 2011 in the US alone, according to the latest figures from the Rubber Manufacturers Association. Not only do tyres take at least 50 years to decompose, they release toxic and carcinogenic gases when burnt.
Against this carbon-filled backdrop, G.S. Sareen is improbably driving the tyre business into the foreign territories of philanthropy, social responsibility and premium branding.
Indeed, since founding Singapore-based tyre maker Omni United in 2003, the Indian-born entrepreneur has made a habit of roiling an industry better known for grime than glamour.
Last November, 49-year-old Sareen unveiled his most ambitious project yet – a line of tyres co-branded with US outdoors-clothing label Timberland. Recycled rubber from old tyres would be used in the soles of the brand’s trademark footwear, which is currently made with less virgin rubber.