TVS Srichakra Limited, makers of TVS Eurogrip brand of tyres in one of India’s leading manufactures and exporters of two, three- wheeler tyres and off-highway tyres. Recently, they are faced with massive dip in sales and loss of customers. So, this project titled Retailers and Mechanics Preference for TVS Eurogrip in Madurai and Virudhunagar district is done to help the company to identify the problem and helps them to rectify their mistakes. This study is conducted in two districts, namely Madurai and Virudhunagar. It is conducted in about 95 mechanics shop and 28 retail outlets. The findings of the project show that TVS Eurogrip is mainly liked by price sensitive customers, and many mechanics feel that the quality of the tyre should be improved. Also, retailers facing some issues in selling TVS Eurogrip to customers.