What Treadsetters Tyres does

Treadsetters Tyres Ltd is a Kenyan privately held tyre management company founded in 1987 and headquartered in Nairobi, with additional physical locations on Mombasa Road and in Mombasa. The company operates a dual business model: a B2C/B2SMB retail business selling new tyres from Armstrong, Bridgestone, and Vizzoni through a Shopify e-commerce storefront and three physical offices, and a B2B Tyre Management Solutions (TMS) enterprise offering that delivers fully outsourced, data-driven tyre lifecycle management to fleet operators on multi-year Cost Per Kilometre contracts. Treadsetters pioneered the cost-per-kilometre concept in Kenya and is the largest retreading organization in Sub-Saharan Africa, supported by an in-house solar-powered retreading plant with capacity of 6,000 retread tyres per month.

The company's technology stack is built on its Master Franchisee rights to Budini, a global tyre management software platform operating across 50+ countries and managing 100M+ tyres. Budini provides live dashboards, tyre history tracking, air pressure audits, scrap analysis, retread lifecycle tracking, photo-based reporting, and predictive alerts that underpin the TMS service. Treadsetters layers its proprietary Tyre Optimization Process and Solutions (TTOPS) methodology — the only offering of its kind in Sub-Saharan Africa — on top of the Budini platform, codifying 38+ years of tyre application knowledge across position, route, load, application, and retreadability dimensions.

Revenue is generated across three streams: one-off unit-priced tyre sales to retail customers (KSh 9,000–48,500 per tyre), recurring subscription revenue from mileage-based TMS contracts with fleet operators (covering procurement, fitment, inspection, rotation, retreading, scrap analysis, and reporting), and transaction-fee revenue from in-house retreading services. Customer outcomes cited include 9–16% fuel savings within 1–3 months of TMS implementation, 50–60% retread ratio improvement, and up to 100% breakdown reduction. The company is privately held by founding leadership — Managing Director Bharat Doshi, Sales Director Manish Shah, and Financial Director Aditya Jani — with no disclosed institutional investors or external funding.

Name

Treadsetters Tyres

Legal name

Treadsetters Tyres Ltd

Website

https://treadsetters.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

251–500 employees

Short description

Treadsetters Tyres Ltd is a privately held Kenyan tyre management company founded in 1987 that sells new tyres to retail customers and provides outsourced, cost-per-kilometre Tyre Management Solutions to commercial fleet operators across East Africa.

Ownership category

akta.pro rank

Product category

Tyre Management and Retreading

NAICS

Tire Retreading (326212), Tire Manufacturing (32621), Tire Dealers (44134), Tire and Tube Merchant Wholesalers (42313)

SIC

Tires & Inner Tubes (3011), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Tire Management Programs (Procurement, Monitoring, Retreads) (TLABAIAH)

akta.pro secondary industries

Retread & Tire Recapping Manufacturing (IMANAKAK), Tire Repair (Puncture, Patch/Plug, Section Repair) (TLAKADAD), Tire Pressure Monitoring (TPMS) & Tire Telematics (TLAEAFAK)

Keywords

• Commercial tyre management
• Tyre retreading services
• New tyre distribution
• Fleet tyre solutions
• Automotive aftermarket

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Tyre Sales: Retail sale of new tyres from brands including Armstrong, Bridgestone, and Vizzoni through e-commerce platform and direct sales. Products range from passenger car tyres to commercial truck tyres.
2. Tyre Management Solutions (TMS): Fully outsourced, data-driven tyre management solution covering procurement, fitment, inspection, tyre air pressure control, rotation, matching, repairs, retreading, scrap analysis, compliance, and reporting. Revenue generated through mileage contracts and Cost Per Kilometre (CPK) billing.
3. Tyre Retreading: Cold process retreading services using in-house solar-powered retreading plant with capacity of 6,000 retread tyres monthly. Services provided to fleet customers and general cargo transport.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Treadsetters Tyres sells new tyres from brands such as Armstrong, Bridgestone, and Vizzoni, and provides in-house tyre retreading services through a solar-powered retread plant. For commercial fleets, it delivers a Tyre Management Solutions (TMS) programme, taking operational responsibility for fleet tyres using the Budini software platform. The company also operates an online tyre retail store serving individual motorists.

Product overview

Treadsetters Tyres Ltd is Kenya's leading tyre retailer and fleet management company, founded in 1987. The company operates a dual business model offering (1) Tyre Retail covering multiple brands including ARMSTRONG (with BLU-TRAC HP, BLU-TRAC PC, TRU-TRAC AT, TRU-TRAC HT, TRU-TRAC SU, and TRU-TRAC VAN product lines), Bridgestone (with ECOPIA, ALENZA, DUELER, TURANZA, and POTENZA product lines), and Vizzoni commercial tyres; and (2) Tyre Management Solutions (TMS) - a fully outsourced data-driven fleet tyre management service that controls, tracks, analyses and optimises every tyre in a fleet using Budini software, supplemented by in-house solar-powered retreading services with capacity for 6,000 retread tyres monthly. The company pioneered the cost-per-kilometre concept in Kenya and is the largest retreading organisation in Sub-Saharan Africa.

Differentiator

Problem solved

Functional benefit

Brands

• TMS (Tyre Management Solutions): A fully outsourced, data-driven tyre management solution designed to control, track, analyse and optimise every tyre in a fleet — from cradle to grave. Delivers the Lowest Cost Per Kilometre (LCPK) safely and sustainably.
• TTOPS (Tyre Optimization Process and Solutions)

Products and services

• Armstrong Tyres New Armstrong-brand tyres distributed by Treadsetters Tyres for passenger vehicles, commercial vehicles, and other applications across the Kenyan market.
• Vizzoni Tyres New Vizzoni-brand tyres distributed by Treadsetters Tyres, covering various size categories listed in the company's product catalogue.
• Bridgestone Tyres New Bridgestone-brand tyres distributed by Treadsetters Tyres, including various sizes for passenger and commercial use.
• Tyre Retreading Service In-house retreading of used truck, bus, and commercial vehicle tyres at Treadsetters' solar-powered retread plant, extending tyre life and lowering cost per kilometre for fleet operators.
• Tyre Management Solutions (TMS) Outsourced fleet tyre management service where Treadsetters assumes operational responsibility for a customer's vehicle tyres—including fitment, inspection, retreading, and performance reporting—delivered via the Budini TMS software platform. Targeted at commercial fleet operators.
• Online Tyre Retail Store E-commerce website where individual motorists can browse and purchase replacement tyres from Treadsetters' brand catalogue (Armstrong, Bridgestone, Vizzoni) for delivery.

Quantifiable outcome

• 9%-16% fuel savings within 1-3 months of TMS implementation
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Five partnerships are on record, tiered core, major and minor.

• Goodyear TyrescoreChannel Partner/ Reseller/ Distributor · 1 January 1987First major partnership establishing quality credentials. Treadsetters was the first to partner with Goodyear Tyres, cementing the quality of their work. This early partnership helped establish market leadership and provided the foundation for their 37+ year track record in the tyre industry.
• Budini (Tyre Management Software)coreTechnology or IntegrationMaster Franchisee of Budini, a global tyre management software platform. Budini operates in 50+ countries managing over 100 million tyres worldwide. Provides live dashboards, tyre history tracking, air pressure audits, scrap analysis tools, retread lifecycle tracking, real-time inspection data, photo-based reporting, and predictive alerts.
• Armstrong TyresmajorChannel Partner/ Reseller/ DistributorAuthorised dealer for Armstrong tyres, selling ARMSTRONG BLU-TRAC HP, TRU-TRAC AT, TRU-TRAC HT, TRU-TRAC SU, TRU-TRAC VAN, and BLU-TRAC PC product lines. Armstrong products constitute a significant portion of their tyre inventory (50+ items).
• Bridgestone TyresmajorChannel Partner/ Reseller/ DistributorAuthorised dealer for Bridgestone tyres including ECOPIA, ALENZA, DUELER, TURANZA, and POTENZA product lines. Bridgestone products include premium passenger tyres, SUV tyres, and performance tyres (48+ items in inventory).
• Vizzoni TyresminorChannel Partner/ Reseller/ DistributorAuthorised dealer for Vizzoni tyres including vz655 and vz653 models (2 items). Commercial truck tyres in 315/80R22.5 size for truck applications.

Scale indicators10 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Marangoni: Marangoni is a global leader in tyre retreading materials, technology, and services with retread plant networks across multiple continents. Closely comparable to Treadsetters' cold-process retreading plant and fleet retread offerings.
• Bandag: Bandag is a global retreading specialist (now part of Bridgestone) operating the largest commercial tyre retreading network worldwide. Directly comparable to Treadsetters' retreading core, including plant operations, tread rubber supply, and fleet CPK-style contracts.

Broad incumbents

• Apollo Tyres: Apollo Tyres is a large Indian tyre manufacturer with growing commercial fleet and retread operations across Africa, the Middle East, and Asia. Comparable as a broad incumbent with tyre manufacturing plus fleet service ambitions in markets adjacent to Kenya.
• Michelin Connected Fleet (Effitrax/Solutions): Michelin offers connected fleet tyre management, retreading (via Michelin Remix), and CPK-style managed service contracts globally. Comparable as a broad incumbent offering the same enterprise CPK/TMS proposition at much larger scale.
• CEAT: CEAT is an Indian tyre manufacturer with a significant OEM and replacement presence in Africa, including partnerships with commercial fleet operators. Comparable to Treadsetters as a multi-brand tyre supplier targeting African commercial fleets.
• JK Tyre & Industries: JK Tyre is an Indian tyre manufacturer with established African commercial vehicle tyre distribution and retread programmes. Comparable as a broad incumbent tyre supplier with fleet-side service offerings in similar emerging markets.
• Bridgestone Fleet Solutions: Bridgestone, one of Treadsetters' key supplier partners, also runs global fleet tyre management programmes (including Bandag retreading and connected fleet platforms). Comparable as a broad incumbent competing for the same enterprise fleet TMS spend across regions.
• Continental ContiConnect / ContiLifeCycle: Continental operates ContiConnect (digital tyre monitoring) and ContiLifeCycle (retreading) for commercial fleets globally. Comparable to Treadsetters as a broad incumbent combining telematics-driven TMS with retreading services.
• Goodyear Proactive Solutions: Goodyear's Proactive Solutions offers managed fleet tyre services including fitment, monitoring, and retreading. Historically Treadsetters' first major partner, Goodyear now competes for the same enterprise fleet contracts in emerging markets.

Regional players

• Petline Tyres (East Africa): Petline Tyres is an East African tyre distributor and service provider based in Kenya, offering new tyres, retreading, and fleet services. Comparable as a Kenya-focused regional player overlapping with Treadsetters in tyres, retreading, and fleet services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xwa.me/254722247365
• Facebookfacebook.com/treadsetters.ke
• LinkedInlinkedin.com/company/treadsetters-kenya

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Treadsetters Tyres