BKT Tyres launches 24×7 rider assistance programme across India

MUMBAI: A flat tyre may still stop the ride, but BKT wants to make sure it doesn’t stop the journey. BKT Tyres has rolled out ‘BKT YOU FORWARD’, a 24×7 journey assistance programme for two-wheeler riders across India, signalling the company’s push beyond tyres and into the wider mobility services space.

The initiative is designed to provide riders with round-the-clock support during unexpected roadside situations, ranging from punctures and mechanical breakdowns to accidents and emergency assistance. Through a dedicated helpline, the programme offers access to towing services, repairs, ambulance support, cab assistance and legal aid, aiming to reduce the stress that often accompanies vehicle emergencies.

The launch marks a significant shift in BKT’s strategy as the company looks to evolve from being solely a tyre manufacturer to becoming a broader mobility partner. The programme is built around the brand’s ‘Elevate Your Drive’ philosophy, extending customer engagement beyond the point of purchase and into the day-to-day realities of riding on Indian roads.

In a country where two-wheelers remain the most common mode of personal transport and roadside disruptions are an everyday reality, the move taps into a growing demand for convenience-led ownership experiences. Increasingly, consumers are looking beyond product quality and evaluating brands on the support they provide after the sale.

To drive awareness around the initiative, BKT has launched a digital-first campaign featuring veteran actor Rakesh Bedi. Using humour and relatable scenarios, the campaign highlights common riding mishaps and positions dependable assistance as the difference between a frustrating delay and a manageable inconvenience.

The assistance programme is available through three subscription tiers. The Basic Plan is priced at Rs 99, while the Signature Plan costs Rs 149 and the Elite Plan Rs 199. All three plans come with a validity period of two years, making the offering one of the more affordable service-led propositions in the two-wheeler segment.

To execute the programme, BKT has partnered with Crossroads and Bi WW, leveraging their service infrastructure and customer support capabilities. The company said the initiative is supported by real-time monitoring systems, defined escalation protocols and a structured service network designed to maintain consistency across regions.

As competition intensifies in the mobility ecosystem, manufacturers are increasingly seeking ways to deepen customer relationships beyond hardware. For BKT, that means ensuring the brand remains relevant long after the tyres hit the road.

The message behind BKT You Forward is straightforward, when riders face a bump in the road, help should be just a phone call away.