This proposal discusses introducing Studd helmets into the Gujarat market to improve road safety. It notes that while government initiatives reduced deaths by 2% from 2008-2014, two-wheeler deaths increased 27.32%. The solution proposes awareness campaigns, discounts on Studd helmets, and working with the government. Financial investment is estimated at Rs. 20 lakhs for campaigns plus Rs. 35 crores to expand helmet production. Support requested includes subsidizing discounted helmets, permission for road shows, and installing stalls at RTO offices. The outcome would be reduced healthcare costs for the government of 4.8% and lowering two-wheeler deaths by 58%. Both Studd and the government would see initial higher

1. PROPOSAL
TOPIC: People’s Attitude towards road safety and the state of road accidents in
Gujarat. (Should the Studs helmet enter into the Gujarat Market?)
Submitted By- Group no- 10
Roll No – 46, 49, 52, 55, 58, 61

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Contents
1. Abstract ....................................................................................................................................................2
2.0 Opportunity/ Statement of the problem ..............................................................................................3
2.1 Government Initiative........................................................................................................................3
2.2 Current Scenario.................................................................................................................................3
2.2.1 Injuries VS Death..........................................................................................................................3
2.2.2 Compulsion vs. Moral Responsibility...........................................................................................4
2.2.3 Sales of Helmet VS Two-Wheelers...............................................................................................5
3.0 Solution...................................................................................................................................................5
3.1 OUR APPROACH...............................................................................................................................5
3.1.1 Schemes .......................................................................................................................................5
3.1.3 Advertisements............................................................................................................................6
3.2 Implementation..................................................................................................................................6
3.3 Solution Provider (Who We Are).......................................................................................................6
4.0 Financial Investment..............................................................................................................................7
5.0 Support from Your End ..........................................................................................................................7
5.1 Subsidisation ......................................................................................................................................7
5.2 Road Show..........................................................................................................................................8
5.3 RTO......................................................................................................................................................8
6.0 Outcome .................................................................................................................................................8
6.1 Benefit ................................................................................................................................................8
6.2 Support from your end.......................................................................................................................8
6.3 Conclusion ..........................................................................................................................................8

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1. Abstract
This proposal talks about various govt. initiatives that were taken during the year 2008 and
proved to be successful until 2014 when the finding backed by TRIP shows that there is
substantial increase in no. of deaths of two wheeler accidents. In this proposal we have tried to
present a possible solution to this problem.
This proposal consists of strategy which will help us to spread awareness among the people for
road safety and rules. It also comprises various schemes and offers which will boost this initiative
and will help to sell more and more helmets. Our various marketing techniques and road shows
will help us to cover more people. We have mentioned every financial detail of investment
involved in this initiative.

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2.0 Opportunity/ Statement of the problem
2.1 Government Initiative
Since 2008, Government of Gujarat has taken strong initiatives for improving Road Safety.
The initiatives are mentioned below:
Raise awareness about issues related to road safety
Launch a Road Safety Information Database
Safer Road Infrastructure
Safer conditions for Vulnerable Road Users
Road Traffic Safety Education and Training
Safety Laws Enforcement
Emergency Medical Amenities for Accidents on the Road
HRD and Research for Road Safety,
The above mentioned initiatives were able to reduce the death rate by around 2%, but in this
mirage of data, one failed to notice the pro-rata increase in death rate of people driving two
wheeler, which has raised up to 27.32% as per latest finding by TRIPP. The reason for the same
was described as Lack of quality Studd category Helmet and up to some proportion people failure
to wear helmet at all, in spite of having strict law.
2.2 Current Scenario
The detailed current scenario is mentioned below. This survey was conducted by us in
collaboration with TRIPP and IRTE. This led us to certain conclusion, which are mentioned below:
2.2.1 Injuries VS Death
This comparison shows the scale of injuries which lead to death in road accidents. In most of the
cases the victims of accidents were not wearing the helmets. Following data shows the stats of
accidents over the past three years.

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40000
35000
30000
25000
20000
15000
10000
5000
0
2013 2014 2015
Accidents 33671 31034 26206
Deaths 7070 6983 6067
Injuries 35772 32944 28646
Accidents Deaths Injuries
2.2.2 Compulsion vs. Moral Responsibility
Government initiatives force people to wear helmet .Reason behind this may be whether it is
made compulsory to wear helmets or they are taking it as a moral responsibility. It differs from
person to person as it is a subjective matter. Some data mentioned below show the trend over
the past years.
COMPULSION VS MORAL RESPONSIBILITY
700
600
500
400
300
200
100
0
2013 2014 2015
Compulsion 657 600 550
Moral Responsibility 343 400 450
10%
25%
20%

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2.2.3 Sales of Helmet VS Two-Wheelers
It is compulsory to wear helmet while riding two-wheelers which indicates the sales of helmet
must be align with the sales of two-wheelers. But somehow trend is not as per expectation, sales
of helmets are more far from the sales of two-wheelers. It is merely near to 30% of two-wheelers
sales. We can compare the numbers from data which we have available over past 3 years.
Following graph shows the comparison of it.
SALES COMPARISON
180000
160000
140000
120000
100000
80000
60000
40000
20000
0
2013 2014 2015
Two Wheelers 137000 141000 158000
Helmets 37000 33000 36000
3.0 Solution
At stud we believe “Whatever the problem, there is always a solution” With this initiative we
bring solution in two phases, in terms of our approach and implementation
3.1 OUR APPROACH
3.1.1 Schemes
Under this initiative we will offer various schemes and discounts to customer which are as
mentioned below:
5% discount on MRP of helmet if people bring AADHAR card along with them.
10 % discount on MRP of helmet for college students.
25% discount helmet on replacement of non-standard helmets.

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3.1.2 Campaign
To spread awareness among the people we will do various programs at public crowded places
like Petrol pumps, Government Institution, Traffic Junction, Gardens, Malls, Two-wheelers
showrooms etc. We have planned one road show in the city to outreach the people as much as
possible.
3.1.3 Advertisements
We will do advertisement in News-papers, Social Networking sites, Radio stations. We will take
help from volunteers to make more and more public engagement to aware them about road
safety.
3.2 Implementation
As a part of our strategy we will launch a campaign named as “WEAR HELEMT WEAR SAFETY”.
Under this initiative we will sale discounted stud helmets to the people, with an initiative to
improve their safety. For the same we would like Department of Road Transport and Shipping,
Government of Gujarat’s involvement in this process.
The awareness programme will be carried out at public places, traffic junctions, government
institutions .This is in tandem with Government’s recent initiative to spread awareness about
road safety at Grass Root level.
3.3 Solution Provider (Who We Are)
Company –Studds Accessories Ltd.
Background – STUDDS is arguably the world’s largest manufacturer of helmets. We are ISO
9001 certified company.
A state-of-the-art manufacturing plant churns out over a million helmets every year. The range
of helmets and two-wheeler accessories is the largest in the segment, and it keeps evolving
with every passing year.
The driving force behind the DNA of innovation is the urge to constantly upgrade our portfolio,
and provide world-class options to our customers.

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At the heart of this Endeavour is our Research & Development Cell that spearheads innovations
in both design and technology, and creates a constant stream of ideas, concepts and
breakthroughs.
STUDDS has emerged as India’s leading helmet and bike accessory brand that sets benchmarks
in the industry, and leads the way with a network of dealerships across the country. And a
global footprint across 35 countries in North and Latin America, Europe, Africa, Middle and the
Far East.
4.0 Financial Investment
It will cost us in two ways as Fixed Cost and Variable Cost. Fixed cost includes all costs regarding
to Campaigns, Advertisements, Road shows which will cost around nearly 20 lakhs. Variable cost
depends mainly on how we are able to increase the sale.
We will also be investing substantially for specific stud category helmet production. The
expansion will cost us around Rs35 crore.
The detail cost structure is mentioned below:
SR. No. CATEGORY INVESTMENT (RS.)
1 Campaign 800000
2 Advertisement 1000000
3 Road Show 200000
5.0 Support from Your End
5.1 Subsidisation
After detailed costing, pricing of this helmet will be at Rs1500 per unit. But to be in tandem with
government initiative, we have proposed certain discounted rates, for which we believe will help
consumer get the good quality helmet, thus increasing overall safety of the public. We would
require government’s help to subsidised the discounted rates, as we will be working on miniscule
margin. Below we have mentioned the subsidised helmet rates:
COMPANY SIDE GOVERNMENT SIDE
PRICE DISCOUNT RATE SUBSIDY
1) 5% with AADHAR card purchase
1500
2) 10% for college students
5%
3) 25 % for replacement with non-
standard helmet

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5.2 Road Show
We plan to create awareness through Road Show at different districts of Gujarat. We have
already patched in various NGO’s such as Rotaract club and Lion’s club. The detailed plan for the
same is ready. We will require certain permission from your side. We would also want several
RTO staff to be part of this initiative.
5.3 RTO
We would like to install our stalls and put awareness Banners at each and every RTO locations.
Along with that we would like to provide certain demo helmets at RTO offices. These helmets will
be used during trial runs, done by public to get their license.
6.0 Outcome
6.1 Benefit
A recent survey conducted by Indian Statistical Institute states that, Government of Gujarat
spends substantially on Health care services, and it is proportionately more for people involved
in road accidents, specifically two wheeler. With above mentioned initiative, we believe
government’s burden on exchequer will reduce significantly, thus totalling 4.8% of government
saving.
Another feasibility survey conducted by TRIPP also shows, that with above mentioned initiatives
there is 89.98% chances that number of deaths on two wheeler accidents will substantially
reduce by 58%.
The main benefit of all is people will develop habit of wearing quality helmet
6.2 Support from your end.
To achieve above benefits, we would require your help at each and every stage of this project.
The help needed would not only be be in terms of financial aspect, but also in terms of certain
prior permissions, that would be needed for smooth flow of this project.
6.3 Conclusion
From above analysis, we have come to conclusion that initially the investment required by both
Studd Helmet and Government of Gujarat is substantially more for initial three years. (Of course
Government of Gujarat investment is in terms of Subsidies) But eventually Marginal Benefit will
surpass Marginal cost just maximizing the effective returns both for government and Studd.
One’s the equilibrium state is achieved, the initial subsidies given by the government can be

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stopped. Ultimately as per our analysis, this 27.32% of death will substantially come down, thus
saving 4.8% of probable exchequer money.

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