Diamond Chains, a leading brand under TIDC India of the Murugappa Group, showcased its premium two-wheeler chain sprocket solutions at the Trichy Auto Expo 2025, highlighting both innovation and strong aftermarket support. Speaking at the event, Mr. S. Saravanan, Regional Sales Head – South One, Diamond Chains, shared insights on the company’s products, growth strategy, and future plans.
“TIDC India is a ₹1000 crore company with a strong legacy in chain sprocket kits for two-wheelers. We supply to all major OEMs in India and also have a wide presence in the aftermarket, covering old as well as the latest motorcycle models,” he said.
Returning to the expo after five years, the company received an encouraging response from dealers, mechanics, and retailers across Tamil Nadu. The sales team actively demonstrated the product range and engaged customers from Tier 2 and Tier 3 cities.
Premium Product Focus
Highlighting Diamond’s innovation, Mr. Saravanan spoke about the company’s flagship Razor brass-coated chain kit.
“This is India’s first premium brass-split chain kit, fully manufactured in-house by Diamond,” he explained. “It delivers better durability and performance than OE kits and is ideal for 150cc to 500cc bikes like FZ, R15, and KTM.” The kit targets high-performance and sporty motorcycles, increasingly popular among younger riders.
Aftermarket Support and Channel Network
Diamond Chains has built a strong distribution and support network in Tamil Nadu and Kerala, commanding nearly 25% market share in the aftermarket chain segment.
“This is a mechanic-driven product, so relationship and service are everything,” he noted. “We have 20 dedicated field staff who ensure product availability, technical support, and immediate issue resolution for retailers and mechanics.”
The company reaches semi-wholesalers and retailers in cities including Trichy, Madurai, Coimbatore, and Chennai, reinforcing its presence across South India.
Growth Vision
Looking forward, Diamond Chains is focusing on digital marketing and premium bike segments.
“The market trend is shifting towards premium and adventure bikes. Mileage is no longer the top priority for many customers,” he emphasised. “In the next five years, premium bikes and premium kits will drive growth, and we are strengthening our presence in this segment.”
Trusted by Leading OEMs
“Brands like Bajaj, Hero, Yamaha, and Royal Enfield use our chains in their vehicles. It’s rare to find a new bike without our product,” he added.
“OEMs trust our technology so much that demand sometimes exceeds supply capacity.”
With over 65 years of manufacturing heritage, Diamond Chains continues to reinforce its commitment to quality, innovation, and service in the two-wheeler industry.
