While there is a constant push towards helmet safety for two-wheeler riders on Indian roads, our country still lags behind significantly when it comes to helmet adoption. You may blame road fatalities on a wide number of ubiquitous causes, but the helmet is one severely critical safety system that should get a push from all directions.
One of the largest producers of helmets, Steelbird Hi-Tech India Ltd claims it is not just increasing production for the brand, but is attempting to reshape how Indian riders view helmet safety. The company's forward-looking strategy and current challenges in the marketplace were highlighted in a candid discussion with Managing Director Rajeev Kapur. The highlight was the launch of the SXE helmet, a rotational impact-ready design that marks Steelbird’s move toward globally benchmarked protection.
SXE Helmet Technology
Central to Steelbird’s new product push is the SXE helmet, aimed at younger riders who seek sporty design with safety. The SXE stands out for its ability to reduce rotational impact, which is a major cause of brain injuries in motorcycle accidents. It features black EPS (Expanded Polystyrene) engineered for energy absorption, and meets European safety benchmarks. Kapur aims to ramp up sales to 1,000 SXE units per day by next year. He believes this target is realistic given its aggressive INR 3,599 pricing, attractive graphics and built-in technology appeal.
From Children Helmets To Carbon Fibre
Steelbird’s R&D initiative is the development of sub-700g helmets for children, which is also backed by proposals submitted to BIS, UN and WHO. Kapur explained that smaller helmets can absorb impacts more effectively due to increased inner liner thickness and reduced energy transfer. This segment is rarely addressed by competitors and could prove a critical differentiator even on the global market.
The company is also preparing to enter the high-performance category with FIM-standard racing helmets in two to three years. These are carbon-fibre-based, with titanium parts and thick visors, required for race use worldwide. The development process is rigorous and involves hundreds of prototype tests over months, but Kapur insists on meeting these standards without compromise.
Multi-Channel & Multi-Segment Business
Steelbird’s operations span six factories, with new expansions underway in Baddi. Current output is about one crore helmets annually, with a near-future capacity of 60,000 helmets per day. The company supplies to individual customers through over 1 lakh retailers and 300 exclusive outlets, and also to OEMs such as Hero, Honda, Yamaha and Royal Enfield.
Online sales now exceed INR 100 crore and are expected to reach INR 500 crore in five years. CSR-based sales are also climbing, as insurers and corporates distribute helmets under road safety campaigns. Steelbird expects to earn INR 100 crore annually from this vertical alone within two years.
Countering Counterfeits
Kapur has been blunt about the scale of India’s fake helmet crisis for a while now. “Over 50% of helmets on Indian roads are fake,” he claimed, and argued that merely regulating retail sales won’t help. Instead, he advocates for stopping illegal production entirely and has made formal proposals to the government. As president of the Helmet Manufacturers Association, Kapur feels the moral responsibility to push for better enforcement of BIS standards.
Growth Outlook
By 2026, a new law is to mandate two helmets per two-wheeler. Kapur views this as a major tailwind, expecting demand for four crore helmets annually. But he warns that the domestic capacity of genuine ISI-certified helmets currently falls short. If the law is enforced properly, the industry may see 30% growth over current production levels, requiring significant scaling up by all manufacturers in the segment.
Though specific helmet designs for women have been launched by the company, like Bella and Eve series, Kapur notes that women often wear men’s helmets, which may not fit well due to hair volume or head shape. To address this, Steelbird is planning more tailored models with lighter weights and open-face designs.
In parallel, the company is developing a new AI-based website for helmet customisation. Customers will be able to design their own helmets with colours, graphics and ventilation options, bringing a personalised touch to mass manufacturing. As a side note, the company should also improve the response on its current website to improve the user experience.
Kapur was also critical of rival brands offering ECE-rated helmets at prices as low as INR 3,500, claiming it is impossible to meet global safety norms without using advanced materials that drive up costs. “Our own ECE-compliant helmets use reinforced fibreglass shells. That adds real cost, but also delivers real protection,” he said. Steelbird maintains a 10% profit margin across products to ensure customers get value without cutting corners.
Expansion & Global Plans
Steelbird is investing INR 50 crore in Capex this year alone to expand production lines, upgrade machinery and increase output. Over the next five years, the company plans to launch 75 new helmet models with an average development cost nearing INR 2 crore per design. Bluetooth-integrated helmets and intercom-enabled models are already in final testing phases. The company is also working on Motocross helmets designed with titanium parts and ultra-light materials, though Kapur admits this niche segment may take time to become commercially viable.