'30 million helmets are required every year making it a Rs 3,000 crore industry'

With 1.5 lakh people dying on Indian roads in 2015, motor safety is top priority for the government. With two-wheelers accounting for a bulk of the road accidents, the use of helmets is crucial to improving safety standards. Delhi-based helmet manufacturer Steelbird, founded in 1964, has introduced virtually indestructible carbon fibre helmets. Rajeev Kapur, MD of Steelbird, tells BT's Chanchal Pal Chauhan that the company's  upcoming 1.25 lakh square meter plant at Bhiwadi in Rajasthan would be the world's largest of its kind and will roll out new, safer helmets. Edited excerpts from an interview.

Q. What are the innovations introduced in your helmets?

The government of India is emphasizing a lot on safety and wearing helmets is being made mandatory in so many parts of India. There is demand for all types of helmets, besides riding helmets. There is a significant demand for industrial helmets - industries, construction, coal mine - along with 'Safety Helmets' used as safety equipment.

So Steelbird is equally geared up to produce helmets meeting the other industries criteria. When it comes to innovation, we always take a lead. We have made the country's first indigenous carbon fiber helmet, we are the pioneers in bringing air cooled technology in helmets, helmets with anti glare visor, push button, with helmet lock features and many more. We are experimenting with several raw materials to take safety to new levels through helmets.

Q. India is the world's largest two-wheeler market. There seems to be a massive opportunity...

India, being the largest two- wheeler market, in the world offers a huge opportunity not just to helmets manufacturers but equally to manufacturers of two-wheeler accessories. Over 15 million fresh two-wheelers added to the roads every year make it a huge untapped industry. As per estimates, and if we go with the regulations, 30 million helmets are required every year making it a Rs 3,000 crore industry. However, it's a pity that 85 per cent of the  market is still unorganised but gradually things are  changing.  We at Steelbird Group are also geared up to capitalise on this massive opportunity. In the last 5 years, we had almost tripled our production and today Steelbird is equipped to produce 21,000 helmets a day across our multiple manufacturing facilities.

Q. What are the new innovations, planned and executed by the company?

Steelbird has its our own design centre in Italy and a state-of-the-art R&D centre in Baddi (Himachal Pradesh).  While the design centre is responsible for product designing, the R&D centre converts the design into reality keeping in mind the Indian riding behavior and climate conditions, etc.

In helmets, the biggest innovation is the introduction of air cooling technology which ensures the inside temperature of helmet is 4-5 degree lesser than the outside temperature and this was possible after redesigning the helmet shell and EPS which allows flow of air within the helmet.  This entire series is known as Steelbird Air.

We have recently introduced Bang, a helmet designed for street biking. Besides Steelbird's own brand, it has introduced premium brands in the domestic market such as Ares, Ignyte and another in pipeline is KUKA, which is a French brand. The next level of innovation seen in our range of helmets is the use of cold technology where a special micro fiber will be used in place of foam to prevent the head from sweat and heat.

Q. Are you planning to tap the fast growing premium superbike segment with the new offering?

We have started another venture MOTOZIEL where we are designing helmets, accessories, riding gears for superbikes.

Q. Any joint-ventures planned to tap the latest in the global market?

We are always open to bring innovation to India. Our biggest strength is manufacturing and we always scout for technology partners. We are also OEMs for major helmet brands globally. Recently, we have entered into an off-take agreement with a French brand KUKA. We will manufacture and market the brand KUKA helmets in India and in the rest of the world.

Q. What are the expansion plans to take on the best in the world and the export strategy?

Steelbird is registering almost 30-35 per cent yoy growth. Besides, helmets, we have identified some new thrust areas to expand our business. Today, we are manufacturer and OEMS for helmets, side boxes, and automobile accessories and riding gears etc. We have also entered into retail space and have our own chain of Steelbird riderz shopees besides, an ecommerce portal yooshopper.com. The next in pipeline for Steelbird is Music and Motosports. Steelbird entertainment has already taken off and now it's the time for Steelbird Motosports where we will start hosting motoring sports and FMX events.