Abstract: The case is about leading tyre manufacturing company having a global presence, which is based in India. The top management of the company management is concerned about the increasing non value-added activities in terms of defects and scraps which appear in valuestreamandhasasignificanteffectonthefinancialperformanceofthecompany.The management took this problem on top priority since it was eroding its brand value. The firm had approached a consulting group in quality management to tackle the problem. The case seeks to illustrate the specific problem of wastes in tyre manufacturing process in a prominent tyre manufacturing company and the quality management approach adopted by the company to control the wastes that appear in the production process.

Learning objectives

1. To understand the various issues pertaining to implementation of quality management practices in an organization.
2. To demonstrate the various aspects of implementation and the potential challenges faced by the organization in the process.
3. To identify and explore the alternatives for addressing the implementation challenges