상품DB/인도 오토바이 헬멧 시장동향(2013.4)/안전모자

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인도 오토바이 헬멧 시장동향(2013.4)

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2015-12-09

국가

인도

작성자

오새봄(뉴델리무역관)

품목

안전모자

품목코드

650610

작성일자: 2013.4.16

작성자: 뉴델리 무역관 Mr. Saurav Deb (saurav@ktcdelhi.net)

1. 수요동향

□ 시장동향

 ○ India’s organized and unorganized market for Motorcycle Helmet

  - In India the Helmet market can be divided as: Organized and Unorganized Market.

  - More than 85% of helmets used by two-wheeler riders across India do not meet ISI standard. The Indian market is flooded with sub-standard products that compromise on safety despite a fourth of all road deaths in the country involving two-wheeler occupants. There are no more than 100 manufacturers of ISI-approved helmets in the country, although non-ISI helmet makers number a couple of thousands. The poor quality helmets also known as plastic helmets - are found all over the country.

   · Note: ISI mark is a certification mark for industrial products in India. The mark certifies that a product conforms to the Indian Standard, mentioned as IS:xxxx on top of the mark, developed by the Bureau of Indian Standards(BIS), the national standards body of India. The ISI mark is by far the most recognized certification mark in the Indian subcontinent. The name ISI is an abbreviation of Indian Standards Institute, the former name of the Bureau of Indian Standards. The ISI mark is mandatory for certain products to be sold in India. But in the case of most other products it is voluntary.

  - In India there is a ‘Helmet Action Committee’ at the Central Govt. but little has been done so far. Moreover, the Motor Vehicle Act is silent on the wearing of helmet. It only mentions that rider should ‘wear protection’. So wearing of helmet has not been made compulsory. There is no research on the helmet crash standard and whether the existing 'certified' ones are fit for the tropical standard.

 ○ Supreme Court’s guideline regarding Helmets

  - The SC, in an order in June 2010, had made it compulsory for every motorcycle-seller to give a quality helmet, certified by the Bureau of Indian Standards, as ‘original equipment’.

  - However, in a blatant violation of the Supreme Court order, most motorcycle-makers continue to sell their vehicles without helmets.

  - The Supreme Court in its June 2010 order had made it compulsory for every motor cycle seller to give a quality helmet at the time of selling motor bikes this is hardly followed. People don't buy quality helmets because the price ranges between Rs 1,000 and Rs 2,000.

  - Only a handful of companies are following it. Also, even among those people who wear helmets, about 85% use sub-standard quality ones. Though a few players such as Yamaha and Honda are taking some steps towards enforcing the SC order through tie-ups with branded helmet-makers, most others continue to disregard it. This is the key reason for the three times volume growth of unbranded helmets compared to the `500 crore organised helmet market in India.

  - In fact, though the estimated demand for helmets is around 90 million pieces per annum, the total capacity of ISI helmets is not more than 10 million pieces. The market is flooded with sub-standard products so much so while there are 100 makers of ISI-approved helmets, there are thousands of manufacturers of non-ISI helmets. There is no clarity or enforcement of government norms, branded helmet-makers are not willing to do any capacity addition. Also, the SC verdict does not take into account buyers who already own two-wheelers and helmets and may be buying their second or third two-wheelers.

□ 수요동향

 ○ Market Demand of Helmets in India – (Rough statistics and approximations from published media reports and industry experts)

  - The estimated demand for helmets is around 90 million pieces per annum

  - The total capacity of ISI helmets is not more than 10 million pieces per annum.

  - The organized helmet market is worth INR 500 Crore in India, i.e. US$ 92 Million approximately.

  - According to market reports, roughly 13 million two-wheelers were sold in India in 2010.

□ 소비자행동

 ○ Consumer behavior regarding Helmets in India

  - In India generally people prefer to avoid wearing Helmets due to our weather condition which is mostly hot and wearing a helmet means inviting a lot of sweat in summer months.

  - There is no research in India to have a helmet that can fit to our weather condition so that people feel comfortable wearing them. The ISI standard has been aped from Europe and doesn't fit to our needs.

  - Mostly People don't wear helmet and if they wear the quality is not good.

  - Mostly Women and children don't wear helmet.

  - Though there are many road accidents and people die, the propensity to wear Helmets is less.

  - Even trauma care experts blame inadequate legislation and poor enforcement for the noncompliance of helmet norms in the country.

 ○ Price Range of Helmets in India

  - Quality helmets are priced between Rs 1,000 and Rs 2,000

  - Key statistics

Automobile Production Trends

Category	Number of Vehicles
	2005	2006	2007	2008	2009	2010	2011
Passenger Vehicles	1,309,300	1,545,223	1,777,583	1,838,593	2,357,411	2,982,772	3,123,528
Commercial Vehicles	391,083	519,982	549,006	416,870	567,556	760,735	911,574
Three Wheelers	434,423	556,126	500,660	497,020	619,194	799,553	877,711
Two Wheelers	7,608,697	8,466,666	8,026,681	8,419,792	10,512,903	13,349,349	15,453,619
Grand Total	9,743,503	11,087,997	10,853,930	11,172,275	14,057,064	17,892,409	20,366,432

Automobile Domestic Sales Trends

Category	Number of Vehicles
	2005	2006	2007	2008	2009	2010	2011
Passenger Vehicles	1,143,076	1,379,979	1,549,882	1,552,703	1,951,333	2,501,542	2,618,072
Commercial Vehicles	351,041	467,765	490,494	384,194	532,721	684,905	809,532
Three Wheelers	359,920	403,910	364,781	349,727	440,392	526,024	513,251
Two Wheelers	7,052,391	7,872,334	7,249,278	7,437,619	9,370,951	11,768,910	13,435,769
Grand Total	8,906,428	10,123,988	9,654,435	9,724,243	12,295,397	15,481,381	17,376,624

Automobile Exports Trends

Category	Number of Vehicles
	2005	2006	2007	2008	2009	2010	2011
Passenger Vehicles	175,572	198,452	218,401	335,729	446,145	444,326	507,318
Commercial Vehicles	40,600	49,537	58,994	42,625	45,009	74,043	92,663
Three Wheelers	76,881	143,896	141,225	148,066	173,214	269,968	362,876
Two Wheelers	513,169	619,644	819,713	1,004,174	1,140,058	1,531,619	1,947,198
Grand Total	806,222	1,011,529	1,238,333	1,530,594	1,804,426	2,319,956	2,910,055

Source: SIAM – Society of Indian Automobiles Association

Note: The Two Wheeler includes Motorcycles, Scooters & Mopeds

2. 공급망 및 유통단계

□ Supply Chain

□ Total Number of Vehicle Registrations in India from 2001 to 2008

Year	Two Wheelers	Units
2001	38,556	Thousands
2002	41,581
2003	47,519
2004	51,922
2005*	57,417
2006*	63,487
2007*	70,141
2008*	77,588

     Source: Department of Road Transport & Highways

□ Geographical Segmentation: Sate-wise motor vehicles registration in India from 2001~2008

States

                                                                                                                       (Unit: Thousands)

Year	2001	2002	2003	2004	2005	2006	2007	2008
Andhra Pradesh	3,966	4,389	5,002	5,720	6,446	7,232	8,042	8,989
Arunachal Pradesh	21	21	21	21	21	21	21	21
Assam	542	596	657	727	798	883	973	1,086
Bihar	949	1,024	1,121	751	726	694	647	593
Chhattisgarh	857	948	1,076	1,216	1,367	1,536	1,726	1,939
Goa	341	366	397	436	483	537	585	638
Gujarat	5,576	6,008	6,508	7,087	7,892	8,785	9,633	10,543
Haryana	1,949	2,122	2,279	2,548	2,883	3,267	3,689	4,164
Himachal Pradesh	217	244	269	289	329	375	421	480
Jammu & Kashmir	330	364	399	439	493	556	628	719
Jharkhand	909	984	1,101	1,217	1,341	1,479	1,630	1,796
Karnataka	3,537	3,636	3,738	3,977	4,338	4,717	5,036	5,360
Kerala	2,112	2,315	2,552	2,792	3,180	3,612	4,034	4,564
Madhya Pradesh	3,095	3,173	3,459	3,804	4,119	4,442	4,710	4,968
Maharashtra	6,760	7,414	8,134	8,969	10,055	11,281	12,477	13,817
Manipur	77	90	97	106	114	123	134	145
Meghalaya	62	67	73	73²	78	84	89	95
Mizoram	31	34	37	42	48	54	61	70
Nagaland	160	177	162	172	186	201	215	230
Orissa	1,096	1,215	1,359	1,525	1,717	1,936	2,159	2,417
Punjab	2,910	3,103	3,308	3,529	3,859	4,225	4,571	4,992
Rajasthan	2,943	3,197	3,487	3,834	4,285	4,791	5,281	5,815
Sikkim	12	13	15	17	19	21	23	25
Tamil Nadu	5,162	5,658	8,005	8,575	10,085	11,901	13,860	16,207
Tripura	50	57	66	76	85	95	105	117
Uttarakhand	364	406	457	516	580	651	732	822
Uttar Pradesh	4,921	5,171	5,928	6,460	7,271	8,144	8,970	9,919
West Bengal	1,690³	1,690³	2,366	2,548	2,816	3,138	3,464	3,833

Union Territories

                    (Unit: Thousands)

Year	2001	2002	2003	2004	2005	2006	2007	2008
Andaman & Nicobar Islands	25	28	28²	28²	31	34	38	42
Chandigarh	386	386	562	586	629	677	732	799
Dadra & Nagar Haveli	13	13	31	35	43	54	67	86
Daman & Diu	37	41	44	48	55	63	71	79
Delhi	3,635	3,699	3971	4,237	4,544	4,868	5,166	5,469
Lakshadweep	4	5	5	5	6	7	7	8
Pondicherry	252	270	293	313	359	418	495	552

3. 인도 이륜차 시장 주요 제조업체

Company

Bajaj Auto

Hero Moto Corp (formerly Hero Honda)

Honda Motorcycle & Scooter India

LML

Mahindra & Mahindra Limited

Royal Enfield Motors

Suzuki Motorcycle India

TVS Motor

India Yamaha Motor

Lohia Machinery Limited (LML)

4. 인도 자전거 시장 주요 수치 및 통계 분석 (2013.3)

 ○ The two-wheeler market in India is quite big in volume. In a single month, more than a million (10 lakh) vehicles get sold from all the manufacturers. We will see how every manufacturer has contributed this month. Hero MotoCorp is focusing on exports and has started expanding its reach into more countries. Company’s sales figures have dropped once again in March when compared to the previous month as well as the previous year. Market share of the company has also reduced by 2% to 37.61%. Hero MotoCorp ended last fiscal year on sorrow note as they have faced 6.58% (MoM) and 11.36% (YoY) drop in sales volume. In the last quarter of FY 2012-2013, the company has managed to sell a total of 15,27,351 two-wheelers.

 ○ Bajaj Auto takes a hit in the falling market and has reached an alarmingly low monthly sales figure. The company is quite strong in the performance bike segment but is still struggling in the entry level segments even after the launch of Discover 100T and 125 ST. That is why Bajaj Auto is seeing huge drop in sales. The situation is alarming because Honda is now few thousand units away from Bajaj in terms of monthly sales. The company ended the month of March with drop in sales figure of 8.33% (MoM) and 11.24% (YoY). In the last quarter of FY 2012-2013, the company has managed to sell 8,59,695 two-wheelers.

 ○ Honda has addressed wider audience of the two-wheeler industry by strengthening its bike portfolio, which directly reflected in their sales figures of March. The bike sales figure of the company is on the incline and is taking the company’s sales volume ahead. Bike sales of the company registered a record rise of 46.61% over the last year and 11.22% over the month of February. Scooter sales seem to have reached stagnancy as it keeps on hovering in a certain band. Overall the company recorded a rise in sales figure of 10.65% (MoM) and 14.64% (YoY). In the last quarter of FY 2012-2013, the company has managed to sell 7,11,521 two-wheelers.

 ○ Honda has addressed wider audience of the two-wheeler industry by strengthening its bike portfolio, which directly reflected in their sales figures of March. The bike sales figure of the company is on the incline and is taking the company’s sales volume ahead. Bike sales of the company registered a record rise of 46.61% over the last year and 11.22% over the month of February. Scooter sales seem to have reached stagnancy as it keeps on hovering in certain band. Overall the company recorded a rise in sales figure of 10.65% (MoM) and 14.64% (YoY). In the last quarter of FY 2012-2013, the company has managed to sell 7,11,521 two-wheelers.

 ○ For TVS, the situation has not been good in the last year as they continuously lost market share to others. But the company managed to record a marginal rise in sales figure in March over the last month. Aging scooter portfolio is mainly causing sales to drop continuously. The company recorded a marginal 1% rise in sales on MoM basis but at the same time they are also seeing drop in sales of 9.86% on YoY basis. In the last quarter of FY 2012-2013, the company has managed to sell 4,94,915 two-wheelers.

 ○ Yamaha Motorcycles - There is some change in the sales figures format from the company this time. Until now, they used to release just the domestic sales figures, but now they have come up with sales figures in totality. But that change has caused huge difference. Now the company takes up fifth place ahead of Suzuki and with a very good margin. Overall the company’s sales volume has increased by 6.28% (MoM) and 20.5% (YoY).

 ○ Suzuki Motorcycles is the company which silently grabbed market share with good quality products. Unfortunately we will not be able to comment much about this company as this time also they have not released monthly sales figures.

 ○ Mahindra 2-Wheelers managed to sell 5938 two-wheelers. In March, the company surpassed one more milestone of selling 1 lakh units in a single financial year. Further Mahindra management and marketing team are taking strong efforts to maintain buzz around the brand, by introducing new variants and using social media.