Rajeev, 51, is the driving force of the company, while his son, 21-year-old Kashish, has joined the company to handle new business initiatives. The company is now rolling out major expansion plans, including a greenfield project.

Steelbird has four cutting-edge helmet manufacturing facilities at Baddi in Himachal and four accessory units at Noida. The largest one is in Baddi with over 150,000 sq ft of covered area. The company has an installed capacity of 22,000 helmets per day. It has the latest injection moulding, automatic robotic visor lines, and balloon moulding, as well as automatic paint lines managed by skilled manpower.

“Our plants are modern and meet international standards. The state-of-the-art painting line, robotic line for anti-scratch coating, and robotic visor line are new in the Indian industry,” claims Rajeev.

The state-of-the-art testing laboratory is fully equipped to test helmets according to global standards, including DOT, SNELL 2000 (USA), ECE 22.05 European, British, TCVN 5756 Vietnamese, and Bureau of Indian Standards (IS: 4151). “Quality control is an integral part of all processes at Steelbird. We take the utmost care in designing helmets scientifically,” says Vikram Gautam, Group Head of Strategy and Product Planning.

Various tests are conducted on the helmets to ensure maximum user safety, including audibility test, impact test, penetration rigidly & retention test, corrosion test, vision test, and tensile test.

Last year, the company invested Rs25 crore to set up an expanded polystyrene (EPS) production line in Baddi, with a capacity to manufacture 22,000 EPS per day. EPS is a crushable foam critical in helmet production. This new plant is Kashish’s brainchild, aiming for backward integration and ensuring raw material quality control.

Steelbird’s growth is on par with the industry, at 18-20 per cent. With an investment of Rs105 crore, the company is expanding its capacity in Baddi, set to reach 30,000 helmets from the current 21,000 by 2024. Additionally, they are exploring the establishment of a greenfield unit for helmets in Tamil Nadu, targeting the production of 20,000 helmets per day next year, with an investment of Rs100 crore, generating job opportunities for 2,000 people. Rajeev states: “Through this plant, we will have a significant presence in the southern market, primarily producing for OEMs”.

Cutting-edge features

Steelbird offers various helmet types, including Open Face, Full Face, Flip-Up Helmets, Flip-Off Helmets, Moto-Cross Helmets, and Carbon Fibre, with prices ranging from Rs800-Rs15,000. “Customised helmets with anti-scratch, anti-glare, and anti-fog visors are tailored to individual customer requirements,” explains Gautam. The company boasts four major brands – Steelbird, Ares, Steelbird Air, and Ignyte. Steelbird Air, priced at Rs2,000, is the company's highest-selling product.

Ignyte stands as the first made-in-India helmet by an Indian brand, fully conforming to ECE 22.06 Homologation standards. Its cutting-edge features include the NACA (National Advisory Committee for Aeronautics) air flow system, utilised in aircraft and supercars.

Rajeev emphasises that technology and innovation are paramount in their manufacturing process, ensuring their products are always up-to-date with current needs. With an annual investment of Rs25 crore in R&D and product development, Steelbird introduces 6-8 new products each year, even launching a cricket helmet.

Giridhar Chandak, Director of Karnataka-based helmet manufacturer Vega Auto (P) Limited, acknowledges Steelbird's expansion as a quality manufacturer with healthy competition in the country.

Steelbird has established a vast network with over 2200 distributors across India, including 2 and 3-tier cities. Additionally, it boasts 158 exclusive stores named Steelbird Rider Shops, along with online sales. While their current focus remains on the domestic market, 5 per cent of their revenue comes from exports to over 50 countries, including Europe.

D Rajesh Arora, owner of Rajesh Auto Agency, a Steelbird distributor in Karol Bagh, proudly states: “We have been associated with Steelbird for the last 15 years. The company’s consistency in quality and innovative designs make the brand Steelbird the first choice for customers.”

Indeed, Steelbird has demonstrated its capability to remain a prominent player in the helmet industry. Anticipating the probable increase in helmet usage across the country, the company has set an ambitious goal of achieving a top-line growth of Rs1,200 crore over the next 4-5 years. As of now, the Kapurs have no plans for an IPO, focusing instead on their continuous expansion and success in the market.