Steelbird Helmets Launches 'Mission Save Lives 2.0 India' Road Safety Campaign

Steelbird Helmets, Managing Director, Rajeev Kapur, launched "Mission Save Lives 2.0 India" at the National Summit on Vulnerable Road Users (VRUs) and Road Safety. The summit was dedicated to providing insights into the objectives of the Marrakech Declaration in India's context, bringing together key stakeholders, including government officials, researchers, industry experts, and road safety advocates to discuss a safer path forward.

Mission Save Lives 2.0 India was launched against the backdrop of this summit, which focused on critical areas such as the VRU safety crisis, safe road design, the role of government, media, NGOs, and private sector enterprises on road safety.

During the event, Rajeev Kapur, Managing Director, Steelbird Helmets, said- "Every day, India loses lives that could be saved by simply wearing a real BIS-certified helmet. "Mission Save Lives 2.0 India is a national commitment to make these helmets accessible, affordable, and mandatory for every rider and pillion passenger, including children."

The initiative proposes a phased, nationwide implementation beginning in Tier 1 cities in 2028, expanding to Tier 2 cities by 2029, and reaching Tier 3 cities and rural areas by January 2031. The mission aims to systematically tackle helmet non-compliance by region while ensuring manufacturers can scale production to meet the rising demand.

Steelbird MD Rajeev Kapur at National Summit on Vulnerable Road Users (VRUs) and Road Safety

According to the data, India recorded approximately 1.72 lakh road fatalities and 4.63 lakh injuries in 2023, primarily two-wheeler riders and pedestrians, bearing the brunt. Two-wheeler users alone accounted for nearly 44.8% of all deaths (around 77,000), with an estimated 54,000 fatalities linked directly to the non-use of helmets. Pedestrians contributed to nearly 20% of fatalities (approximately 35,000 deaths). Together, these two groups represented around 65% of total road fatalities, highlighting the urgent need for targeted interventions.

Steelbird's presentation revealed that 95% of BIS license holders are currently flooding the market with substandard helmets falsely bearing the ISI mark. These helmets, often sold at prices as low as Rs 110, fail to meet the IS 4151:2015 safety standards, putting countless lives at risk. Mission Save Lives 2.0 India also calls for stringent licensing reforms-real-time verification and periodic audits of BIS license holders, targeted raids, and strict legal enforcement to dismantle the fake helmet ecosystem.

The brand's mission also emphasizes the need for a fourfold increase in helmet manufacturing capacity to meet the projected annual demand of over 130 million BIS-certified helmets. Further, the brand claims that the expansion amounts to Rs 6,000 crore in investments and a workforce of 80,000, in order to meet the safer helmet requirement and helmets.