The case illustrates the journey of business transformation at CEAT. It traces the company’s path from 2008, when it was a loss-making firm with militant unionism and an abysmal quality and safety environment in neglected plants, to 2025, when it achieved financial turnaround and growth through a competitive advantage led by manufacturing excellence. The turnaround was a consequence of the company’s adoption of Quality Based Management and led to several awards for the company—the prestigious Deming Award in 2017 and the Deming Grand Prize in 2023. In its Total Quality Management (TQM) journey, CEAT adopted digital technologies; by 2025, two of its six plants had been designated as part of the Global Lighthouse Network by the World Economic Forum. As the next step in its journey to business excellence, CEAT was considering ways to cement the TQM culture not only in manufacturing but across all business functions, accelerate digital transformation, and work towards achieving environmental sustainability goals.