Steelbird International: Driving the Future of Auto Components through Legacy and Innovation

While the brand "Steelbird" is a household name in India, synonymous with safety and the ubiquitous helmets seen on every road, there is a much larger, often unseen powerhouse driving the brand's enduring success: Steelbird International. Founded in 1964, the company has spent six decades as a cornerstone of the Indian automotive component industry, manufacturing critical parts that keep millions of vehicles moving.

At the helm of this transformation today is Manav Kapur, Executive Director of Steelbird International. As a second-generation leader, Manav joined the family business in 2005 with an engineering degree and an MBA from the US, tasking himself with a monumental goal: professionalizing a legacy giant and preparing it for a rapidly evolving global market.

The Era of "License Raj": Survival of the Fittest

To understand Steelbird's resilience, one must look back at the India of the 1960s and 70s—a time dominated by the "License Raj." In his interview on the ELI Podcast, Manav shares the stories passed down from his father about an era where every decision, from raw material procurement to production quotas, required a government license.

"Those were different times," Manav explains. "It was a seller's market because everything was controlled. Interest rates were as high as 24% to 30%, and you had a quota for how much you could produce. Liberalization in 1991 changed everything. It shifted from knowing the right people to 'survival of the fittest.' Only the most efficient companies sailed through."

Steelbird was one of those efficient survivors. Starting with filter manufacturing for Royal Enfield in 1964 and expanding into rubber components in the 80s, the company built a foundation of trust that would allow it to scale even as global competition entered the Indian market.

Trial by Fire: The 2008 Market Crash

When Manav Kapur joined the business in 2005, he was a "new kid on the block." In a large organization with decades of history, he faced the unique pressure of high expectations and skeptical eyes. "As the son of the MD, you have many more eyes on you. The pressure builds—everyone is watching to see if you can deliver."

Just as he was beginning to find his footing, the 2008 global financial crisis struck. For a young leader, it was a baptism by fire. "By the time I was able to take control, the market crashed. It was a tough time, and some people left because they thought we wouldn't make it. But I was consistent. I knew I had to do the right thing, regardless of who stayed or left."

The DNA of Steelbird: Integrity and Long-Term Vision

What keeps a company sustainable for 60 years? For Manav, it comes down to a core DNA that rejects shortcuts. "We are here for the long game. We have 'nerves of steel.' No matter the circumstances, we never cut corners or do things in a funny manner."

This high integrity has built deep trust with stakeholders—suppliers, customers, and employees alike. In an industry where reliability is everything, Steelbird's reputation for ethical behavior has been its greatest competitive advantage. This culture is maintained through a "professionally managed, family-owned" structure, where boundaries are clear and authority is respected.

Professionalizing the Family Dynamic

Managing a business where stakeholders are also relatives can be a minefield of conflict. Manav's approach is rooted in professional boundaries. "As long as you have clarity on authorities and responsibilities, there is no question of conflict. You must work professionally, not taking anyone for granted or overruling them just because of family ties."

This professionalism extends to the organizational structure. Steelbird maintains a relatively flat hierarchy, emphasizing agility over bureaucracy. "We keep agility at the center. I tell my team we have to act like a startup. If we behave like a rigid, large company, a smaller startup will come in and disrupt us."

Vision for the Future: More Than Just a Product

Manav Kapur's vision for the next decade is to move beyond being synonymous with a single product category. While they are a leader in filters and rubber components, the goal is for Steelbird International to become a global brand synonymous with the entire auto component category.

Their recent expansion into Bangladesh with TVS is just the beginning. By focusing on international markets and maintaining the same quality and integrity that built the brand in India, Steelbird is positioning itself as a global tier-one supplier.

The Meaning of Entrepreneurship

For Manav, the definition of an entrepreneur is simple yet profound: they are problem solvers. "An entrepreneur identifies a problem that people have taken for granted—something we assume is just the way things are—and they solve it better."

He emphasizes that true entrepreneurs aren't driven by money. "They are driven by solving the problem and serving a purpose. If you do that well, the money follows."