G.S. Sareen, Founder and CEO of Omni United: From Modest Origins to Remarkable Achievements

The inaugural firm to establish a carbon-neutral tyre brand in production.

Established in 2003, Omni United is among the most dynamic enterprises in the worldwide tire sector. G.S. Sareen serves as the founder, president, and CEO of the Singapore-based corporation. Omni United's tyres are in high demand in more than 50 countries.

Overseeing a company for more than twenty years is a formidable challenge, and maintaining this pursuit of success requires more than mere enthusiasm. In a recent conversation with LUXUO, Sareen openly disclosed that the motivation for establishing Omni United was mostly survival; he need financial assistance for his family, which became his fundamental purpose.

Initiating Omni United

Initially, the company served merely as a commercial venture and a source of revenue for Sareen; nevertheless, years of leadership at Omni United have fostered a profound personal connection for him. The previously transactional relationship has evolved into a familial bond encompassing individuals from several nations, all of whom are "gainfully employed."

The choice to establish Singapore as Omni United's headquarters was, at the very least, perplexing, given that a significant portion of the company's operations occurs in the US and Europe. Initially, Sareen intended to go to Dubai as he prepared to depart from India, his own nation. After consulting with his travel agent, he opted to relocate to the Lion City due to its significant potential. At that time, his agency emphasized Singapore as a significant trading center for the entire Asia Pacific region. Conversely, Dubai only catered to nations in Africa, and the disparity in wealth between the two regions was markedly distinct.

Sareen did not promptly establish Omni United upon his arrival in Singapore. Given the nation's central position within the rubber industry, an epiphany occurred to him. Singapore's geographical closeness to rubber producers in Indonesia, Malaysia, and Thailand renders it an optimal site for establishing a tyre company's headquarters. Equipped with this concept and a determination to achieve, Sareen initiated the process. The remainder, as commonly stated, is history. Omni United identified a niche market, which will be elaborated upon in the subsequent section, and subsequently emerged as a leading tyre firm.

Transformation of customer demographics across time

As the demand for Omni United goods has progressed over the years, the demographic of people purchasing tyres has also transformed. Historically, the company’s target demographic consisted of drivers seeking optimal value for their expenditure. For this demographic, automobile ownership and maintenance would constitute a significant fraction of their earnings.

Image: Omni United

Sareen recognized this as an opportunity and strategically positioned Omni United to address the market demand for high-quality, cost-effective tyres. Omni United successfully captured this consumer niche by offering prices comparatively cheaper than its competitors in the industry. Inexpensive products are frequently deemed inferior to premium-priced items. This assertion is evidently false, as tires from Omni United are undoubtedly of superior quality, having successfully undergone the requisite evaluations.

Over the years, there has been a progressive transformation in consumer purchasing behavior. Acquiring information on specific products has been more accessible, and as a result, the contemporary generation of customers is not solely relying on price when making purchasing decisions. Frequently, leading industry participants attribute the premium pricing of their products to their heritage. The term "legacy cost" denotes the century-long development of the brand and the trust that has been established. This resembles a leather product from Louis Vuitton or a sports automobile from Bugatti.

In an age of abundant knowledge, people are apprehensive about the genuine worth of products. Genuine in that it enhances not only a vehicle's quantitative performance but also many of its intangible attributes. Sareen recognizes that maintaining a competitive edge necessitates the investment of time and resources in fostering innovation.

Consequently, Omni United has gained a significant advantage. Radar Tyres is the world's first firm to design a carbon-neutral manufactured tyre. The new flagship brand was developed following the engagement of a consulting firm to ascertain the carbon emissions generated during the production of a single tyre. Through the study, Omni United quantified its carbon footprint, modified its manufacturing and business operations, and offset the residual carbon impact by acquiring carbon credits, achieving carbon neutrality.

Image: Omni United

The company has established a cooperation with the esteemed Italian automobile design firm, GFG Style. The design house has created various iconic brands, including Aston Martin, Ferrari, and Maserati. Through this new partnership, GFG Style will create designs for Omni United’s Radar Tyres, with the inaugural product line set to launch in the North American market in the third quarter of 2022.

In addition to the automotive sector and sustainability concerns, the company aims to initiate community transformation. For the past decade, it has consistently supported the Breast Cancer Research Foundation. The corporation has contributed around US$1.4 million to support 28,000 hours of essential lifesaving research. For Sareen, supporting breast cancer research is the most direct method of addressing societal challenges.

Sareen may not conform to the archetype of a conventional leader—one characterized by lofty aspirations, grand ambitions, and a commitment to addressing some of the world's most urgent challenges. He possesses aspirations; nonetheless, he remains pragmatic and systematically delineates the necessary procedures to attain his objectives.