Mumbai: BKT Tyres, the tyre mobility brand of Balkrishna Industries Ltd. (BKT), has launched ‘BKT YOU FORWARD’, a 24×7 Journey Assistance Programme aimed at enhancing rider confidence and providing uninterrupted mobility support for two-wheeler users across India.
The initiative marks a strategic step in BKT Tyres’ evolution from a product-focused tyre manufacturer to a comprehensive mobility partner, extending support beyond the point of sale and throughout the customer journey. Built around the brand’s philosophy of ‘Elevate Your Drive’, the programme seeks to ensure riders have access to timely assistance whenever they need it.
BKT YOU FORWARD offers round-the-clock support through a dedicated helpline (1800-570-4801), providing assistance during emergencies such as punctures, vehicle breakdowns, and accidents. The programme includes services such as towing, repairs, ambulance support, cab assistance, and legal aid, helping riders navigate unexpected situations with greater peace of mind.
To promote the launch, BKT Tyres has rolled out a digital-first campaign featuring veteran actor Rakesh Bedi. The campaign uses relatable storytelling to showcase everyday riding challenges and demonstrates how dependable assistance can transform stressful roadside incidents into reassuring experiences.
Commenting on the launch, Mahesh Koppad, Chief Marketing Officer, BKT Tyres, said, “Indian riders face diverse challenges every day, and access to timely, reliable support can redefine their journey experience. At BKT Tyres, our philosophy of Elevate Your Drive is not limited to selling tyres, it’s a long-term commitment to rider confidence and mobility. BKT YOU FORWARD as the name suggests, is designed with consumer-first principle and embodies this promise by offering a structured, 24×7 assistance programme that covers nearly every scenario a rider may encounter.
This initiative is not just about solving problems, it’s about building trust, continuity, and assurance into every journey. By combining strong service infrastructure, real-time monitoring, and defined escalation processes, we are setting a new benchmark in customer engagement. Our vision is to ensure that riders don’t just move forward but move forward with confidence.”
The programme is available in three plans: the Basic Plan priced at Rs 99, the Signature Plan at Rs 149, and the Elite Plan at Rs 199, each offering a validity period of two years. BKT has partnered with Crossroads and Bi WW to support programme delivery and customer engagement.
Backed by a robust service infrastructure, real-time monitoring systems, and defined service protocols, BKT YOU FORWARD is designed to ensure consistent service quality while strengthening long-term customer relationships. Through this initiative, BKT Tyres aims to redefine after-sales engagement and establish a new benchmark for rider support in India’s two-wheeler mobility segment.
