German brand Hella and India’s Steelbird have joined forces to introduce a new range of automotive horns and spark plugs in the two-wheeler Indian market. The two companies aim to complement each other’s strengths in product offering and market distribution respectively.

Supported by Hella’s product portfolio, Steelbird will soon be launching Steelbird horns and spark plugs. The objective is to leverage Steelbird’s marketing and distribution strength in reaching the product to maximum retail points across the country, while the products from Hella will enable the best German reliability in delivering a world-class product.

Steelbird International also manufactures automotive filters, rubber parts and accessories and is a key supplier to leading two-wheeler OEMs across segments. The company has also forayed into tyres, lubricants and bearings.

The Hella-Steelbird partnership was announced last week at a dealer’s meet in Dubai last week, in the presence of Rama Shankar Pandey, MD, Hella India Lighting; Pankaj Kapur, MD, Steelbird, and Manav Kapur, executive director, Steelbird made the landmark announcement about launch of Steelbird Horns and Spark Plugs, (Powered by Hella), to their leading channel partners.

Steelbird’s Manav Kapur said, “We are privileged to collaborate with Hella for our new market intervention. The market holds great potential for such a quality product, and I am confident that our new venture will achieve resounding success at the marketplace.”

Hella India Lighting’s Rama Shankar Pandey added, “We are looking forward to create positive experiences for two-wheeler customers and channel partners of Steelbird by offering our product expertise in horns and spark plugs. With extensive distribution coverage of Steelbird the two-wheeler segment, these products, powered by Hella, are sure to make an impact, to make every ride safer and smoother for road users. "