Women's helmet brand Tvarra has announced that Indian cricketer Jemimah Rodrigues has joined the company as an investor partner, marking a shift from traditional celebrity endorsements to long-term equity ownership.
The partnership aims to reinforce Tvarra's focus on women-centric design and safety in the two-wheeler market. Founded by Alpana Parida, Tvarra was established to address what the company identifies as a gap in helmet design for women riders in India.
According to the company, most helmets available in the market are adapted from men's products, often resulting in issues with weight, fit, and comfort for women users. Tvarra's helmets are designed specifically for women, taking into account factors such as head size, weight distribution, hair accommodation, and earring compatibility.
The helmets carry ISI certification for Indian roads and DOT certification, meeting both domestic and international safety standards. The brand targets everyday scooter riders, particularly young women in urban areas making short commutes.
"Every woman deserves the freedom to step out into the world with confidence," said Alpana Parida, founder of Tvarra. "Whether it's riding to college, heading to work, or pursuing something meaningful to her, safety should never be a barrier."
As investor partner, Rodrigues will be involved in the brand's long-term strategic direction and advocacy efforts around responsible riding and women's safety. "Mobility builds confidence. Safety builds courage. Tvarra is building both—and that's why this partnership feels personal to me," Rodrigues said.
Tvarra currently operates in over 600 cities through online channels. The company plans to expand into offline retail in 2026 and is developing additional product categories, including helmets for riders aged 5-16.
The brand's product features include lightweight certified shells, hair-safe interiors, earring-friendly design, and optical-grade clear visors, all engineered for urban commuting conditions.