CEAT expands premium retail network with new Shop-in-Shop outlet in Kurunegala

CEAT Kelani Holdings has further strengthened its premium retail presence outside the Western Province with the opening of its latest Shop-in-Shop (SIS) outlet ‘Sumidag Prime’ on Negombo Road, Kurunegala, bringing the company’s premium tyre solutions and professional automotive services closer to customers in the region. 

Located near Welagedara College in Malkaduwawa, this is CEAT’s 14^th SIS premium retail outlet in Sri Lanka, and forms part of the company’s continuing expansion of a retail concept designed to make the tyre-buying and servicing experience more convenient, engaging and customer-focused. 

The opening also marks a significant new chapter for Sumidag, one of CEAT Kelani’s longest-standing dealer partners. Founded in 1986 by Mr. Ajith Karunarathna, Sumidag joined hands with CEAT soon after the tyre brand entered the Sri Lankan market and has since built a partnership spanning more than three decades. The business has grown into one of CEAT’s leading dealer partners and a key CEAT two-wheeler tyre distributor in the Kurunegala region. 

The launch of Sumidag Prime represents the next stage of that longstanding partnership, with the next generation of the Karunarathna family, under the leadership of Mr. Chamod Karunarathna, taking the business forward with a renewed focus on growth, customer experience and excellence. 

Developed under CEAT’s premium Shop-in-Shop concept, Sumidag Prime transforms the traditional multi-brand dealer environment into a dedicated CEAT retail destination. The investment in the outlet encompasses comprehensive interior and exterior branding, an illuminated brand facade, upgraded roofing and glazing, enhanced lighting, modern furniture, attractive tyre display racks and interactive merchandising solutions. A dedicated customer lounge further enhances the experience for customers while their vehicles are being attended to. 

Customers visiting the new outlet will have access to an extensive range of CEAT tyres at better discounts, together with the latest tyre and wheel service technology available in Kurunegala. Services include nitrogen and air inflation, wheel alignment, wheel balancing, camber adjustment and caster adjustment, as well as alloy wheels and batteries. A convenient and safe car park adds to the accessibility of the facility. 

The SIS concept forms an important element of CEAT’s strategy to strengthen its retail presence while supporting the growth and competitiveness of its dealer network. By investing in the transformation of partner outlets, CEAT creates modern retail environments that reflect the quality and positioning of the brand, while enabling dealers to offer customers a more professional and focused purchasing and servicing experience.

The Kurunegala opening builds on a growing premium retail network comprising three flagship Customer Invested Dealer Operated (CIDO) stores at Ethul Kotte, Madampe and Mirihana, together with established Shop-in-Shop outlets across the Western Province and key regional cities. 

The opening event was attended by members of the management of CEAT Kelani, its Sales and Marketing team, representatives of the Kurunegala business community and trade associations, and other distinguished invitees. 

The continuing investment in premium retail formats reflects CEAT Kelani’s commitment to improving accessibility, convenience and customer experience while empowering its dealer partners, the company said. With the successful expansion of the SIS model into regional markets, the company plans to extend the concept further into key cities beyond the Western Province. 

The latest addition in Kurunegala therefore represents more than an expansion of CEAT’s retail footprint. It brings together a longstanding dealer partnership, a modern retail environment and a comprehensive range of tyre and automotive services, strengthening CEAT’s ability to serve the mobility needs of customers in Kurunegala and surrounding areas. 

Ranked Sri Lanka’s most valuable tyre brand by Brand Finance and named the ‘Most Loved Tyre Brand’ in Sri Lanka in 2025 and 2026 by LMD, CEAT sells more than 1.6 million tyres annually. Besides meeting around half of Sri Lanka’s automotive tyre demand, CEAT Kelani exports approximately 20 per cent of its output to 16 countries. The company has invested more than Rs. 8.5 billion in Sri Lanka over the past decade and recently committed a further Rs. 4.5 billion, reinforcing its role as a key contributor to the national economy and a trusted partner to the transport sector.