Helmet makers cash in on court order

Helmet manufacturers are doing brisk business in Gujarat as two-wheeler riders in the state will have to wear a helmet from today. So much has been the demand for helmets that even some newspapers are offering helmets against subscription.

Wearing a helmet became mandatory after the Gujarat High Court passed an order to this effect recently.for two wheeler riders in the state.

In Ahmedabad alone, over 700,000 two-wheeler riders will have to use helmets from now on, but not all are happy with the court order.

Users of all two-wheelers' above the 50 cc range will not require to wear a helmet. This has caused a "boom" in the helmets market. Women and children below the age of 12 will not enquire to wear a helmet.

The traffic police has been empowered to slap a fine of Rs 50 on those caught travelling without a helmet.

In Ahmedabad, Maldharis (desi cow boys) have moved the court against the order as they claim that wearing turban is part of their culture.

Such has been the demand that helmets went out of stock in most part of the city and roadside vendors mushroomed overnight in the capital.

Helmets are available in the range of Rs 150 to Rs 1,500. To avoid the problems related to price and quality of the product, a number of companies went for bulk buying of helmets from the market.

Moreover, one of the major religious groups in Gujarat selling products such as T-shirts, caps, key chains under their logo and brand name have started selling helmets for its followers ensuring appropriate quality and price.

Similarly, print media that is introducing promotional offers in Gujarat on account of increasing competition has also join the bandwagon.

Leading evening newspaper of Gujarat, Deshpardeshni Aajkaal has launched a subscription scheme targeting the helmet users, "We have launched a subscription scheme wherein three models of helmets, priced at Rs 625, Rs 650, Rs 725, are being provided as gift along with one year booking for any of our edition," explains Deepak Rajani, editor of the newspaper.

He also claimed to have received overwhelming response from subscribers.