Steelbird- Journey Of An Indian Brand From 2 lakh to Million dollars
Case Study

Steelbird:- Journey Of An Indian Brand From Rs 2 lakh to million dollars

Pritish raj
Written by Pritish raj
[email protected] | Noida | Published on: July-09-2019 02:21 PM

With the aim to protect bike lovers and adventure enthusiasts all over the world, Steelbird Hi-Tech India Ltd. was founded on 13th March 1964 by Subhash Kapur. During the period of the 1960s, the cases of road accident are very high, i.e. every five minutes a person died in a road accident, to understand the role of the helmet and lower the stats Steelbird introduce helmets in India.


SBHT, a flagship company of Steelbird Group of Industries, ventured into a business to manufacture helmets. Leaving behind the savagery of partition, Mr. Subhash Kapur, a man of exceptional business acumen spearheaded his efforts to turn a small-time family business into a multimillion-dollar empire started with a seed capital of Rs 2 lakh. Now, spread across 50 nations like Brazil, Korea, Taiwan, Kenya, T, Dubai, Nepal, Colombia, Uruguay, Indonesia, Tanzania, Egypt, Vietnam, Bahrain.

subhas kapur- NBB

Subhash Kapur-The man who made it possible.
Source:- The Economic Times

SBHT has a cutting edge manufacturing facility in all 6 of its plants and the largest one is in Baddi (Himachal Pradesh), with over one hundred and fifty thousand square feet. SBHT has installed capacity of 22000 Helmets per day and 1600 Pannier Box per day. SBHT has deployed a fleet of advanced equipment, Injection Moulding Machines, Automatic Robotic Visor Lines, and Balloon Moulding Machines.

One key factor working in our favor was the previous experienced with automobile industries during the selling oil filters. These auto accessories dealers and shop owners now became a ready customer base for the product, and we soon rolled out three new helmet designs. In the first year of operations, our turnover was around Rs 7 lakh. Since one of our objectives was to save lives, we organized several campaigns aimed at increasing awareness about wearing helmets.

Besides, there were only two companies, Lambretta and Vespa, which manufactured a total of 3,200 vehicles a month. Making matters worse was the low awareness level regarding the importance of helmets. So our sales were low despite the attractive price tag of Rs 70.40 per helmet. Still, against all odds, we had sold 115 units within a month of starting operations, making Rs 8,000, all of which was plowed back into the business.


SBHT has a complete range of 51 Helmet models and 17 Pannier Boxes models, each having 3 to 9 color variants. To serve all customer segments, SBHT manufactured a wide variety of helmets including Open Face, Full Face, Flip-Up Helmets, Flip-Off Helmets, Moto-Cross Helmets, and Carbon Fibre, etc. It also develops customized Helmets with anti-scratch, anti-glare and anti-fog visors as per the requirements of the individual customer. 

steelbird helmet- NBB

One of the products.

To reach nation-wide potential customers, SBHT has opened RiderZ Shopee.SBHT has 4 major brands- Steelbird, Ares, Steelbird Air & Ignyte. Air Helmet and Ignyte Accessories have been launched very recently. Ares is branded as a premium product of SBHT manufactured in collaboration with OUTLAST, NASA certified technology. Steelbird Air is another world-class brand crafted with a revolutionary ventilation system. Ignyte is a compact kit bag of biking accessories. On 11th April 2015,  both Steelbird Air and Ignyte were launched, at Steelbird Awards Ceremony.

SBHT has already embarked on real estate business, entertainment and is also actively involved in organizing motorsports events on a regular basis. Premium products include Motorcycle Helmets with Sweat Resistant Interiors, Pannier Boxes, Helmet Locking Devices (HLD) and Auto Accessories, all manufactured with avant-garde technology.

SBHT specializes as an OEM to top-notch clients as Honda, Yamaha, Suzuki, and Royal Enfield. It has marked terrific presence across all business verticals, national and international alike. It has a PAN India distribution channel together with a presence in 2-tier and 3-tier cities too and sells a wide variety of products to government agencies like CSD and CPC as well.

Now the most important aspect of bike safety comes with the freedom to jump, run and flip some crazy stunts for a terrific ride.

#steelbird #brandstory

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About the author

Pritish raj

Pritish raj

Born and brought up in Bihar.
An engineer by education, the content creator, photographer and writer by profession and traveler and poet by passion.

Give me chaos, I'll create masterpiece :)

9113327413 | A-73, Hackerspace, Noida sector- 2 Noida UP 201301

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