Expanded production capacity: Steelbird Hi-Tech aims towards manufacturing 60,000 helmets daily, while pioneering the biggest integrated helmet infrastructure
Steelbird Helmets, a leading Indian helmet manufacturer, is set to expand its operations with a ₹50 crore investment in FY25, following a ₹54 crore capex last year. The company's ambitious expansion plans aim to increase production capacity and introduce new helmet models, positioning Steelbird as a credible global supplier with a focus on localisation efforts.
The heart of Steelbird's strategy lies in its deeply integrated helmet production ecosystem. With nine manufacturing facilities across Baddi and Noida, the company produces over one crore helmets annually, commanding more than 35% of the branded market. Steelbird's in-house production network encompasses every critical component of a helmet, from visors and straps to shells, EPS liners, and decals. This vertical integration, spanning over 1 million sq. ft., is underpinned by a strict no-outsourcing policy, ensuring consistent quality and safety.
Innovation and Research & Development (R&D) play a pivotal role in Steelbird's approach. Each new helmet model undergoes at least two years of rigorous R&D, testing, and trials to meet stringent safety criteria. Steelbird prioritises the use of high-quality raw materials, such as ABS fiber, polycarbonate, anti-scratch chemicals, EPS liners, and employs dense thermoforming processes for shell manufacturing. Production parameter controls are stringently enforced, with no settings being altered without thorough testing to maintain safety compliance.
Steelbird is committed to combating counterfeit products and promoting safety. Managing Director Rajeev Kapur is a strong advocate for policy reforms targeting fake helmets, emphasising that these compromises rider safety. By ramping up in-house manufacturing and launching about 15 new models annually, Steelbird builds consumer trust with certified helmets that meet Indian and international standards (ISI, DOT, ECE).
The company's Vintage 3.0 helmet series is a testament to this commitment. This range of helmets combines retro aesthetics with modern safety features like a high-impact ABS shell, dense EPS liner, dual certifications, a screw-free quick release visor system, and micrometric buckles tested to European norms.
In addition to its manufacturing-led strategy, Steelbird is also focusing on creating a deeper connection with consumer needs. This includes facilitating manufacturing, re-skilling in design, and the development of an AI-based helmet design platform for personalisation.
Steelbird is not just expanding its operations; it is redefining what a modern Indian helmet company can be. With a focus on values as well as numbers, the company is preparing to launch India's first in-house carbon fibre and fibreglass weaving facility for lightweight, high-strength helmets for performance and export markets.
The company also aims to ramp its online sales to ₹500 crore in five years with the addition of over 300 exclusive outlets and a network of over 1 lakh retail points of sales. Steelbird already exports to 50+ countries and serves OEMs such as Honda, Yamaha, Suzuki, and Royal Enfield.
As Steelbird looks to the future, it remains steadfast in its commitment to rider safety. Kapur estimates that 60% of helmets sold in India are fake or non-compliant. To address this issue, Steelbird has submitted a white paper titled "Mission Save Life 2.0" to the Ministry of Road Transport and other government bodies, advocating for UN-aligned safety standards, third-party labs, and real-time certification audits.
In the words of Kapur, "We're not building the company for valuation purposes, but for longevity, as lives depend on it." Steelbird's approach is to create a life-saving scale by controlling manufacturing end-to-end, investing in advanced helmet design and testing, introducing a diverse product pipeline with enhanced safety features, and advocating policy changes to reduce counterfeit helmets in India. This strategy aims to enhance rider safety while establishing Steelbird as India’s leading helmet brand through trusted, quality products.
[1] Steelbird Helmets: Building a deeply integrated helmet production ecosystem in India [2] Steelbird Helmets: Innovation and Research & Development [3] Steelbird Helmets: Combating counterfeit products and promoting safety [4] Steelbird Helmets: Vintage 3.0 helmet series
[5] Steelbird Helmets: Forging ahead in finance and technology - With its ₹50 crore investment in FY25 and a focus on AI-based helmet design, Steelbird aims to strengthen its financial standing and leverage technology to enhance its production capabilities. [6] Steelbird Helmets: Expanding business horizons beyond India - Steelbird's in-house carbon fibre and fibreglass weaving facility and aggressive expansion plans in online sales will position the company as a significant player in the international helmet market, further broadening its business scope.
