Sri Lanka, April 30 -- Kurunegala has become the latest location to receive the CEAT premium retail experience with the opening of a new-concept Shop-in-Shop (SIS) outlet by CEAT Kelani Holdings.

The seventh CEAT SIS outlet to be opened in Sri Lanka, the new outlet is located at Rohana Enterprises Kurunegala (Pvt) Limited.

Part of a three-year distribution channel expansion strategy by Sri Lanka's most-used tyre brand, the CEAT Shop-in-Shop concept is designed to drive brand premiumisation and enhance customer experience and entails demarcating a dedicated area for CEAT branded tyres within existing multi-brand dealer premises.

CEAT Kelani furnishes the interior, customer lobby and reception areas of this private space to augment custo...