Our Mission & Vision
Mission:
To drive sustainable industrial transformation through resource innovation, responsible partnership, and inclusive impact.
Vision:
By 2028, establish a circular tire business model in Ethiopia that inspires replication across East Africa — in partnership with governments, companies, and communities.
Why Ethiopia?
Ethiopia is one of Africa’s fastest-growing economies with a population over 120 million.
Its industrial ambitions, government reforms, and openness to Japanese practices like Kaizen make it a promising environment for sustainable investment.
At the same time, the country’s import dependence and waste management gaps present urgent challenges — and unmatched potential.
Market Context in Ethiopia
- Population: 120+ million (2nd largest in Africa)
- Economy: Consistent 6–10% growth
- Industry: Government support for manufacturing
- Challenge: Severe foreign currency shortage
- Resource Use: High wastes, low recycling systems
- Transport: 800 km corridor to Djibouti port, high tire turnover
The Opportunity – A Hidden Resource
Ethiopia consumes over 400,000 truck tires annually 80% imported, 97% used only once.
Retread rates remain under 3%, and discarded tires are often left in piles or manually repurposed for simple local uses.
But what if waste tires were managed, retreaded, and recycled into valuable materials?
How We Do It
- Tire Management Service (TMS): Air pressure, tread depth, rotation, alignment
- Fleet Integration: Digital systems to track and manage tire data
- Recycling Pipeline: Steel, carbon black, fuel from waste tires
- Capacity Building: Partner with local companies for training and service delivery
