Steelbird commits ₹50 cr capex to scale production, launches SXE helmet with advanced safety tech

Time of India

6 days ago

At a time when India's helmet market is witnessing a shift towards safety-conscious and certified gear,
Steelbird Hi-Tech India
has announced a capital expenditure of ₹50 crore across its nine manufacturing plants this year. The investment is part of the company's broader plan to launch 75 new helmet models over the next five years and boost domestic production to meet surging demand.
The capex will support R&D, plant modernisation, and capacity expansion, crucial for developing technologically advanced products like the newly launched
SXE helmet
with
TPE impact absorption technology
.
Production infrastructure and market strategy
The company currently operates six plants in Baddi and three in Noida, supported by two offices in Delhi, one in Italy, and a digital platform in Panchkula. It aims to sell over one crore helmets this year. Last year, the company sold 87 lakh helmets. According to Managing Director Rajeev Kapur, 'Every helmet takes nearly two years to develop, and we are scaling up to meet the growing demand with safer and smarter designs.'
With a 35 per cent share in India's branded helmet market, the company is witnessing a clear shift in customer buying behaviour. 'The most popular helmet used to be the ₹1,000 model; today, it's the ₹2,000 one,' Kapur noted.
Sales channels and OEM partnerships
Steelbird distributes through 2,200 direct distributors and dealers, each connected to 400–600 retailers, and operates 300 exclusive retail outlets. Online sales have crossed ₹100 crore and are expected to reach ₹500 crore in the next five years.
About 30 per cent of Steelbird's helmets are sold to OEMs, including Hero, Honda, Yamaha, Royal Enfield, Suzuki, and Ola. 'We also cater to corporate buyers and CSR-linked initiatives, and we're targeting ₹100 crore in CSR-driven sales over the next two years,' Kapur said. The rest of the sales come through retail and online platforms.
SXE helmet: New model with TPE energy absorber
The company has launched the SXE helmet under its Advanced Safety Series, marking a significant step in rider protection. Priced at ₹3,599, the SXE features a multi-layered shell comprising ABS reinforced with fibre composites, a black EPS liner, and a shock-absorbing TPE (
Thermoplastic Elastomer
) layer. The technology, the company claims, helps reduce rotational impact forces by approximately 20 per cent, lowering the risk of traumatic brain injury during high-speed crashes.
Product pipeline and certification push
The company is also developing new models across price ranges and use cases, including women riders. 'We've launched models like Bella and Eve and will soon introduce another designed specifically for women,' said Kapur.
Steelbird is also preparing to launch an FIM-certified racing helmet in the next two to three years. 'FIM helmets are complex and require multiple layers of materials like carbon fibre, thicker visors, and metallic locking systems,' he explained.
Bluetooth-enabled helmets are part of the product roadmap. Eight models were introduced last year, and a new intercom-enabled version under the Fighter range is set to be launched by year-end.
While the company has a concept ready for a lightweight motocross helmet with titanium parts, Kapur cited high R&D costs and low demand as reasons for holding back the commercial rollout.
Focus on Indian market, road safety concerns
Despite exporting to Europe and several Asian countries, Steelbird is focused on the Indian market. 'India presents an enormous opportunity. We're not prioritising exports right now,' said Kapur. He added that the company works on a 10 per cent profit margin.
Commenting on helmet regulation, he said, 'If the proposed law requiring helmets to meet UN or WHO standards is enforced, demand will surge.' He also pointed to the economic cost of road accidents: 'About 3.52 per cent of India's GDP is lost to road accidents. That's a massive figure — and enforcing helmet standards is a crucial part of solving this.'
To advocate for stronger policy implementation, the company has launched an NGO titled 'Dialogue to Action'. 'Conferences alone aren't enough—we need enforcement and change on the ground,' Kapur said.