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 14th 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 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.
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.
