According to media reports, the Mumbai based Tiivra Ventures Private Limited is planning to release a range fibre reinforced plastic helmets soon.
In an interaction with AlpanaParida, Founder & Chief Executive Officer of Tiivra Ventures Private Limited, where she reveals the launch timeline of Tiivra’s composite fiber helmets, their USPs, price range, and much more. Read along to find out!
Road traffic injuries are a major public health problem and a leading cause of death and injury not just in India, but around the world. Wearing a good helmet is the most effective way of reducing head injuries and fatalities resulting from two-wheeler crashes. Now, in India, we already have loads of helmet manufacturers, both Indian and global players. But, a new brand, Tiivra, is all set to enter the game and it aims to disrupt the market.
Tiivra Ventures Private Limited is a Mumbai-based company. Tiivra translates to ‘intense’ in Hindi and the company aims to build an ecosystem around motorcycles and riders in India. AlpanaParida is the Founder & Chief Executive Officer of Tiivra Ventures Private Limited. She has over 20 years of experience in the retail, luxury, branding, and design sectors. We recently got a chance to interact with her, where she revealed the launch timeline of Tiivra’s helmets, their USPs, price range, and much more.
Tiivra was launched in April 2020 and since then, it has spent time on research, pooling talent, designing products from scratch, and getting them ready for the market. According to Alpana, there are three things that inspired her to start Tiivra. She says that ‘unless you do things on your own, you can’t do things differently,’ and that primarily motivated her to become an entrepreneur.
Moreover, she believes that there are several brands that are targeting young women, but almost no company is addressing young men. So, as a brand, Tiivra could take this place and have a much deeper connection with young men. In addition, India is the largest two-wheeler market in the world. As our motorcycles are getting more powerful, how one can make helmets more enabling and safer was the third thought process behind starting Tiivra, she added.
The reason behind the company’s branding as Tiivra
Alpana says that there is no Indian brand in this industry that is genuinely global. Tiivra aims to be a global brand with pride and so the identity had to come from an Indian language. The company’s target audience is sports bike riders who love to ride fast. Since Tiivra translates to ‘Sharp’, ‘Fast’, and ‘Intense’ in Hindi, the word resonated with the brand’s philosophy and that’s how it was selected. Moreover, all its helmets are said to be 100 per cent made in India.
The company will launch not just one or two but eight composite fiber helmets in India in May this year. While six of them will be glass fiber helmets, scheduled for launch in the first week of May, the other two will be carbon fiber helmets, prices of which will be revealed after a few days but within the same month. All these helmets will be positioned in the Rs 10,000 – Rs 15,000 segment. Tiivra will launch Carbon/Kevlar helmets as well in the near future.
Tiivra helmets will be made up of composite (glass and carbon) fibers which are much safer than thermoplastic ones. Secondly, the company claims that its helmets are aerodynamically optimized. They have a spoiler at the back for downforce with multiple vents for optimal design and airflow. Moreover, the company has developed a highly visible yellow gold colour in association with Nippon paints for high visibility at night and they get reflectors as well. Tiivra says that all its helmets will be ISI certified at the time of launch and eventually, they will get ECE and DOT certification as well. Moreover, they are claimed to be internally tested by the manufacturer in the labs not just to pass the tests but even surpass safety ratings. In addition, all Tiivra helmets will get an anti-fog visor and double D-ring fasteners. Tiivra believes that its uniquely designed helmets that will be made available at a lesser price than rivals will give it an edge over the competition.