Studds Bets Big on Premium Helmets as India Trades Up on Safety and Style

18 December 2025

For decades, Studds has been synonymous with affordable, mass-market helmets. 

Studds Accessories Limited  formally an Indian manufacturer of two-wheeler helmets and motorcycle accessories has been a dominant name in head protection for riders.

Founded in 1983 by the Khurana family, with Madhu Bhushan Khurana and Sidhartha Bhushan Khurana in leadership roles, Studds Accessories has spent nearly four decades building India’s largest helmet manufacturing business. The company’s portfolio spans full-face, open-face, flip-up helmets and a range of riding gear marketed under its own brand names: Studds and SMK.

From Mass to Premium: The Strategic Shift

India’s largest two-wheeler helmet maker is accelerating its shift up the value chain, aiming to double the share of premium helmets in its revenue mix over the next two years, a move that signals changing consumer behaviour as much as corporate strategy.

According to industry commentary and statements from the company’s Managing Director, Studds Accessories expects to double the revenue share of premium helmets from around 15.5% to ~30% within the next two years.

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The backdrop is compelling. India remains the world’s largest two-wheeler market, but helmet consumption is evolving beyond basic compliance. Rising disposable incomes, stricter safety awareness, and aspirational buying especially among urban riders are pushing demand toward higher-priced, feature-rich helmets. Studds is positioning itself right at this intersection.

• Premium helmets, typically priced multiple times higher than entry-level models, offer structurally better margins. For Studds, this means profit growth can outpace volume growth, even if overall industry demand remains steady.

• The company has been expanding its premium portfolio with better ventilation systems, lighter materials, aerodynamic designs, and global safety certifications, features that appeal to both domestic riders and export markets.

• Exports are another quiet lever. Studds already has a strong overseas presence, and premium products improve competitiveness in developed markets where pricing power is higher and safety norms are tighter. As premium penetration rises, average realisation per helmet improves, reducing dependence on sheer volume-led growth.