Royal Tyres: A Legacy of Service, Driven by Growth and Innovation

6 hours ago

4 min read

By Chelsea Morford

With a history spanning more than eight decades, Royal Tyres has grown from a modest tyre-retreading operation in Durban into an established name in South Africa's automotive industry. Founded in 1939, the family-owned business has navigated changing economic conditions, industry developments and generations of leadership, while remaining grounded in the principles on which it was established: integrity, customer service and competitive pricing.

We recently visited Royal Tyres' Phoenix Industrial Park branch, where we sat down with Jasmeena Patel Shiba, Executive Director and the company's first female director, to learn more about the business, its operations and its continued growth.

From humble beginnings to industry recognition

Royal Tyres' story began in a 20-square-metre premises on Prince Edward Street in Durban, where the original business, Royal Vulcanizing Station, focused on tyre retreading, producing just two retreads a day.

Over the years, the family enterprise steadily expanded its facilities, services and customer base. Significant milestones included the establishment of its Umgeni Road premises, the opening of its Port Shepstone branch and its eventual rebranding to Royal Tyres in 2018.

The business continued to diversify, establishing its Commercial Division in 2020 and its Industrial and Bulk Division in 2021. In 2023, the opening of its Phoenix Commercial branch further strengthened its ability to serve customers across the region.

Today, Royal Tyres can be found in 6 locations. They have expanded their footprint beyond their 3 branches in KwaZulu-Natal, with operations extending to Bloemfontein, Cape Town and Gauteng. Its growing national presence supports its passenger and commercial divisions, supplying tyres and related products and services to private motorists, businesses and fleet operators.

A closer look at the Phoenix branch

Situated at 50 Aberdare Drive in Phoenix Industrial Park, the Phoenix branch is an important part of Royal Tyres' expanding operations. It caters to a diverse customer base, from individual motorists to businesses requiring dependable tyre solutions for their commercial fleets.

The commercial division offers heavy-duty tyres across budget, mid-tier and premium brands, as well as oils and lubricants, tyre retreads, tubes and flaps.

Beyond supplying products, Royal Tyres provides value-added services to help businesses manage their tyre expenditure and improve operational efficiency. These include cost-per-kilometre analysis, route studies, tyre inspections and tyre scrapping analysis.

For businesses managing multiple vehicles, effective tyre management can make a meaningful difference to operating costs, vehicle safety and overall performance.

The Phoenix premises also serve as Royal Tyres' head office and distribution centre, making the branch a significant operational hub within the wider group.

Family leadership and a changing industry

As a family-owned business, Royal Tyres' history is closely connected to the people who have contributed to its development across successive generations. Today, the leadership team includes Chairman Jay Patel, Chief Executive Officer Akshay Patel, Head of Operations and Business Development Pranav Patel, Chief Financial Officer Gary Nagoor, Executive Director Jasmeena Patel Shiba, and Head of Passenger Devu Patel.

Jasmeena's journey into the automotive industry was somewhat unconventional. Before joining the family business in 2011, she spent 13 years in London working as an IT analyst across several sectors, including investment banking, media and healthcare.

Her transition into the automotive industry brought a new learning curve. In a traditionally male-dominated environment, she made history as Royal Tyres' first female director.

Beyond her responsibilities at Royal Tyres, Jasmeena plays an active leadership role within the broader automotive industry. She serves as Regional Chairperson and National Vice Chairperson of the Tyre, Equipment, Parts Association (TEPA), Regional Vice Chairperson of the Retail Motor Industry Organisation (RMI) Executive Committee, and sits on the Advisory Board of Durban University of Technology.

Each of these positions is elected, reflecting the confidence and trust placed in her by fellow industry members. Her involvement extends beyond the family business, contributing to industry representation, collaboration and development.

Building connections beyond the business

With a longstanding presence in KwaZulu-Natal, maintaining relationships with the communities it serves remains an important part of Royal Tyres' identity.

The company also recognises the importance of investing in future talent. Through its partnership with Durban University of Technology, Royal Tyres provides internship opportunities for graduates, offering valuable workplace exposure and practical experience.

This commitment to skills development forms part of a broader approach to sustainable growth, where success is measured not only through business expansion, but also through the opportunities created for others.

Looking ahead

As Royal Tyres continues to develop its operations, its focus remains on strengthening its position within the tyre industry through investment in people, technology, infrastructure and service delivery.

From a small retreading operation in 1939 to its expanding national footprint and established passenger and commercial divisions today, the company has undergone considerable transformation.

Yet, despite its growth, the principles that shaped the original family business remain central to its identity.

More than 85 years after its doors first opened, Royal Tyres continues to build on its heritage, embracing new opportunities while remaining committed to providing customers with quality products, dependable service and solutions that keep them moving.