Studds Nolan joint Venture is a public limited company that manufactures helmets. It has 800 dealers across India and produces 370,000 helmets annually at its plant in Faridabad. Studds is the market leader in helmets with 36% share, and its main competitors are Aerostar and Steelbird. The company decided to enter a joint venture to help it grow and remain one of the top ten helmet manufacturers in good financial condition.