India’s Birla Carbon says it is scaling up its production of end-of-life-tyre (ELT)-derived carbon fillers, aiming for these circular materials to make up to 10% of its global product portfolio.
The company markets these solutions under its Continua brand and says the material is produced from ELTs and can partially substitute traditional carbon black across tyres, rubber goods, coatings, inks, and plastics.
According to the company, the demand for these sustainable carbonaceous materials is growing faster than conventional carbon black markets, driven by rising sustainability goals across mobility, tyre, and broader rubber-goods industries.
Looking ahead, wider adoption will depend on regulatory support, collaborations with tyre-pyrolysis partners, and wider customer uptake.
Birla Carbon also has a circularity target to repurpose 300,000 tonnes of ELTs/year through its Continua SCM programme by 2030, it adds.
For the tyre sector, this development signals an increasingly mature supply-stream option for reinforcements and fillers that have traditionally relied on virgin carbon black.
The structural challenge of scaling waste-tyre-feedstock-based solutions is being addressed, which may reshape cost structures, raw-material sourcing, and life-cycle profiles in tyre manufacturing.