CEAT Strengthens Premium Retail Presence with New Shop-in-Shop Outlet in Kurunegala
CEAT Kelani Holdings has expanded its premium retail network with the opening of a new Shop-in-Shop (SIS) outlet, Sumidag Prime, in Kurunegala, further strengthening the company’s presence beyond Sri Lanka’s Western Province.
Located on Negombo Road in Malkaduwawa, near Welagedara College, the new facility is CEAT’s 14th premium Shop-in-Shop outlet in Sri Lanka. The expansion forms part of the company’s ongoing strategy to enhance customer convenience and deliver a more modern, professional and engaging tyre purchasing and vehicle servicing experience.
The opening of Sumidag Prime also marks a new milestone in CEAT Kelani’s longstanding partnership with Sumidag, one of the company’s most established dealer partners. Founded in 1986 by Ajith Karunarathna, Sumidag partnered with CEAT shortly after the tyre brand entered the Sri Lankan market. Over the past three decades, the partnership has grown significantly, with Sumidag becoming a leading CEAT dealer and an important distributor of CEAT two-wheeler tyres in the Kurunegala region.
The launch of Sumidag Prime represents the next phase of this partnership, with the next generation of the Karunarathna family, led by Chamod Karunarathna, taking the business forward with a renewed focus on growth, service excellence and customer experience.
Developed under CEAT’s premium Shop-in-Shop concept, the new outlet transforms a traditional multi-brand tyre dealership into a dedicated CEAT retail destination. The facility features upgraded interior and exterior branding, an illuminated façade, improved roofing and glazing, enhanced lighting, contemporary furniture and modern tyre display and merchandising solutions.
A dedicated customer lounge has also been incorporated to provide visitors with a more comfortable experience while their vehicles are being serviced.
Customers visiting Sumidag Prime will have access to a comprehensive range of CEAT tyres, attractive offers and advanced tyre and wheel servicing technology. Services available at the facility include nitrogen and air inflation, wheel alignment, wheel balancing, camber and caster adjustments, as well as alloy wheel and battery solutions. The outlet also provides convenient and secure parking facilities for customers.
The Shop-in-Shop model is a key component of CEAT Kelani’s broader strategy to strengthen its retail footprint while supporting the development and competitiveness of its dealer network. By investing in the transformation of partner outlets, the company aims to create modern retail environments that reflect the quality and positioning of the CEAT brand while enabling dealers to provide a more professional and customer-focused service experience.
The Kurunegala outlet further expands CEAT’s growing premium retail network, which includes Customer Invested Dealer Operated (CIDO) stores in Ethul Kotte, Madampe and Mirihana, alongside Shop-in-Shop outlets across the Western Province and several key regional locations.
The opening ceremony was attended by senior representatives of CEAT Kelani, members of the company’s Sales and Marketing teams, representatives from the Kurunegala business community and trade associations, as well as other distinguished guests.
CEAT Kelani said its continued investment in premium retail formats reflects its commitment to improving accessibility, convenience and customer experience while empowering its dealer partners. Following the successful expansion of the Shop-in-Shop concept into regional markets, the company plans to further extend the model to key cities outside the Western Province.
The addition of Sumidag Prime represents more than an expansion of CEAT’s retail network. It combines a longstanding dealer partnership with a modern retail environment and a comprehensive range of tyre and automotive services, further strengthening the company’s ability to meet the mobility needs of customers in Kurunegala and surrounding areas.
CEAT Kelani continues to maintain a strong presence in Sri Lanka’s tyre industry, selling more than 1.6 million tyres annually and meeting approximately half of the country’s automotive tyre demand. The company also exports around 20 per cent of its production to 16 international markets.
Over the past decade, CEAT Kelani has invested more than Rs. 8.5 billion in Sri Lanka and has recently committed a further Rs. 4.5 billion, reinforcing its contribution to the country’s economy and its long-term commitment to supporting Sri Lanka’s transport and mobility sector.