- Road accidents have increased 27.32% in Gujarat, with injuries outpacing deaths. Continuing at this rate, annual losses are projected to increase by over 55cr. Only 18.58% of deaths involved proper helmet usage, indicating significant market potential. - A survey examined injuries vs. deaths, compulsory vs. moral responsibility for helmet usage, current market shares, and sales of helmets vs. two-wheelers. Government policies aim to increase road safety awareness but have fallen short in some areas. - A proposed strategy involves launching an awareness campaign and offering helmet discounts with schemes to increase sales. Working with the government can boost both social welfare and the company's position in the market in Gu

1. FEASIBILITY REPORT
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, 52, 54, 58, 61

2. 1 |
PURPOSE:
After conducting survey in Gujarat state, we found that, the two wheeler accidents have increased
by 27.32% and if we consider injuries vs. death, the later leads by 2.1%. If it continues at this rate,
it is assumed that exchequer will incur additional loss of more than 55cr per annum, which is
9.3% more than previous year.
Along with that it has also been found that the number of deaths with person wearing standard
helmets is around 18.58%. This concludes the enormous market potential we can tap, if
Government of Gujarat is convinced of their shortcomings and thus giving us the first mover
advantage.

3. 2 |
TABLE OF CONTENT
1. Abstract.....................................................................................................................................................................................3
2. Scope..........................................................................................................................................................................................3
2.1 Government Policies.......................................................................................................................................................3
2.2 Government Shortfalls...................................................................................................................................................3
2.3 Current Stats .....................................................................................................................................................................3
2.3.1 Injuries VS Death ......................................................................................................................................................4
2.3.2 Compulsion vs. Moral Responsibility...................................................................................................................4
2.3.3 Market competency.................................................................................................................................................4
2.3.4 Sales of Helmet VS Two-Wheelers.......................................................................................................................5
3.0 Strategy...................................................................................................................................................................................5
3.1 Schemes..............................................................................................................................................................................6
3.2 Campaign ...........................................................................................................................................................................6
3.3 Advertisements................................................................................................................................................................6
4.0 Financial aspect.....................................................................................................................................................................6
5.0 Conclusion..............................................................................................................................................................................7

4. 3 |
1. Abstract
The feasibility report represent the available opportunities for the business of Helmets in the
Gujarat state. It links our future strategy with current situation of market. This report comprises
of various parameters on which survey had been conducted. This parameters help to define the
potential market. It also includes how government is taking initiatives towards road safety. This
report indicates various causes behind occurrence of accidents of two wheelers and surprisingly
in many cases the main reason is that victims have not been wearing Helmet. Somewhere
government is lacking behind to spread road safety awareness among the people.
This report consists of strategy which will be used to expand our market in Gujarat with the help
of government involvement and support. By doing collaboration with Government we will get
financial benefits as well as social benefits .It also helps government to spread awareness regarding
road safety. It also includes financial analysis of strategy to evaluate cost-benefit analysis.
2. Scope
2.1 Government Policies
After Year 2011, Government of Gujarat came up with an initiative, to implement 11 step
policy, with an intention to reduce accident. The policies 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
2.2 Government Shortfalls
According to the statistics of road accident deaths available, 24.9% fatalities were of motorcyclists,
of which 21% were not wearing helmets. It also states that nearly 45% victims of road accidents
are two-wheeler riders. It states that the Government policies are lacking behind in spreading
awareness among the people towards the road safety.
2.3 Current Stats
We had surveyed the situation of road safety based on various comparisons which are mentioned
below.

5. 4 |
2.3.1 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.
2.3.2 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.
2.3.3 Market competency
Different companies are available with types of helmets in the market. We are the leader in
various region of the country but in Gujarat we have to do better to gain the share in the market.
This proposed strategy will definitely help us to compete the market. Current stats of market
share in Gujarat is as shown in figure.
2013 2014 2015
Accidents 33671 31034 26206
Deaths 7070 6983 6067
Injuries 35772 32944 28646
0
5000
10000
15000
20000
25000
30000
35000
40000
Accidents Deaths Injuries
2013 2014 2015
Compulsion 657 600 550
Moral Responsibility 343 400 450
0
100
200
300
400
500
600
700
COMPULSIONVS MORAL RESPONSIBILITY

6. 5 |
2.3.4 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.
3.0 Strategy
As a part of our strategy we will launch a campaign named as “WEAR HELEMT WEAR
SAFETY”. Under this initiative we will sale helmets to the people by offering various offers and
discounts. We will engage the government in this process by taking their help to do awareness
25%
35%
20%
10%
10%
MARKET SHARE (%)
Studds Steelbird Ninja Vega Others
2013 2014 2015
Two Wheelers 137000 141000 158000
Helmets 37000 33000 36000
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
SALES COMPARISON

7. 6 |
program at public places, traffic junctions, government institutions .This will also advantage them
to do welfare as well as will give boost to their initiative of spreading awareness about road safety.
3.1 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.
3.2 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.
3.3 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.
4.0 Financial aspect
It involves various financial investments from our side as well as from government side. We will
offer stud helmet on discount price which ultimately reduce our profit margin but on other hand
sale will increase .Increase in sale will balance the marginal loss in helmet price. We are also
demanding subsidy from government on helmet sales which may be around 3-5 % of MRP.
Financial model is as per following table.
COMPANY SIDE GOVERNMENT SIDE
PRICE DISCOUNT RATE SUBSIDY
1500
1) 5% with AADHAR card purchase
5%
2) 10% for college students
3) 25 % for replacement with non-
standard helmet

8. 7 |
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 .More sales will generate more revenue
which will also reduce production cost per unit increase profit margins. We are expecting sales
of 12000 units in first month which will generate revenue of 1.8 Crores. After deducting all costs
the net profit will be around 25-30 lakhs per month. Hence it will be a business of 15-20% return
on investment. We will also propose government to offer some subsidy which also boost sales
and will strengthen our market position.
5.0 Conclusion
It is an opportunity for us to mark new position in market with better sustainability. It will
definitely benefit us as well as government in one or more ways which we can infer from this
report. It will also create better competency in market. This strategy will boost the government
initiatives and policies and will increase awareness among the people regarding road safety. We
can also consider it as a social welfare and contribution to the people safety and Society.