The premium helmet market is set to grow in promising numbers over the next few years and Steelbird is expecting a huge volume of sales from this segment. Speaking to carandbike in a recent interaction, Rajiv Kapoor, Managing Director – Steelbird Hi-Tech India said that the premium helmet market (above Rs 5,000) is set to grow by 20-25 per cent by 2025. He informed that the increased awareness about the safety of two-wheelers as well as the increasing demand for premium motorcycle sales will boost sales in the region in the next few years.
Kapoor said, “By 2025, the demand for high-end helmets will be around 20 per cent of the market share. [That’s] Rupee. 5,000 and above clauses. The current demand for premium helmets is around five per cent. At the moment, helmets between Rs. The 3,000-5,000 helmets retail for around 500,000 units which will increase to two million after 2025.”
The Boss of Steelbird India further added that the demand for premium motorcycles has been a major factor in the growing demand for premium helmets. Customers are now making more informed purchases, while Riding Group and Word of Mouth also help in overall awareness of premium helmet sales. Steelbird not only manufactures ISI certified helmets but also sells products that meet DOT as well as ECE 22 06 standards for the US and European markets.
In India, enforcement remains a major concern despite Section 138 of the Motor Vehicles Act making wearing of helmets mandatory for both rider and rear. The helmet needs to meet the ISI standards of manufacture issued by BIS. With law enforcement finally enforcing these rules, Steelbird is expecting a huge jump in demand.
The Indian market currently contributes to 95 per cent of the company’s total business. Meanwhile, exports comprise about 5 per cent of its business. The brand expects this number to increase to 10 per cent by the end of this financial year. The company manufactures products for European helmet brand Blauer, which is also sold in India. The product range is priced from Rs. 9,000 onwards for half-face helmets.
To meet the upcoming demand for premium helmets, Steelbird is setting up standalone retail stores. The brand currently has 100 such outlets and Kapoor says the target is to have 1,000 showrooms in the next three years. Stores will offer complete riding gear including helmets, gloves, balaclavas and more. The company has seen more traction on products like gloves and balaclavas, while riding jackets haven’t been as lucrative business as it had hoped. Then the focus will be on such fast moving offerings. “Foreign brands are doing better for jackets but we are doing better with gloves,” says Kapoor.
Next year, the focus will be on high-end helmets. From 3,000-10,000. The company is also planning to expand the Blauer range and will soon introduce full-face helmets from the premium manufacturer as well. These helmets are made in India as per ECE 22 06 standard and are exported to Europe and other developed markets. The new Blauer range will include full-face, flip-up, open face, fibre-glass and more.
Steelbird has a production capacity of 40,000 helmets per day and is currently producing 20,000 helmets per day. The company clearly has room to meet the growing demand and is betting big on premium motorcycle sales to fuel its growth.