Startup News Magazine

Steelbird brings to India SMART patented technology in Car Cabin Filters

With Aromatic Sense, in partnership with A.L. Group of Israel.

New Delhi: Steelbird International, India’s leading automotive components manufacturing company and a pioneer in the Automotive Filters category, has announced a strategic partnership with A.L. Group of Israel, a company specializing in turnkey customized Filtration Solutions for the automotive industry worldwide – covering all types of Filters ranging from Air Filters, Oil Filters, Fuel Filters, Cabin Filters. With almost 6 decades of industry experience, Steelbird announced this partnership todayon itslandmark occasion of the company’s 59th Founder’s Day.Under the agreement, Steelbirdwillmarket a new concept-driven product to its established OEM customer base, which will be manufactured by the Israeli major. The objective is to access the Indian OEMs through Steelbird’s strong foothold in the Indian market, while the manufacturing by A.L. Group will leverage the best precision engineering in delivering a world-class product. Thus, both brands are poised to complement each other’s strengths in manufacturing and marketing.

The Product

A radically new concept that combines Filtration technology with Freshness/ Perfumery while you’re driving or seated in a car, the product (soon-to-be-launched under a new name) is defined as ‘Auto Wellbeing System’ has 4 Aromatic Capsules of different scents for your choice of mood. Embedded seamlessly in the cabin air filter, it is controlled by an app and works automatically for the user’s convenience.

“Today we have made a significant breakthrough with the signing of the agreement with A.L. Group. Both parties are single-minded in their commitment to offering the best to OEMs worldwide, be it innovation in product, service, product quality, customer safety & satisfaction, delivery and strength of the product width and depth. We have decades of expertise of manufacturing all types of Auto Filters. This is a natural progression where we aim to impact the end-user experience with a cool new product. I am very pleased to partner with A.L. Group”, says Mr. ManavKapur, Executive Director, Steelbird International.

On this occasion, Mr. Boaz Roseman, CEO of A.L. Group, said, “We are delighted to start this new venture with Steelbird, the leading automotive component manufacturing company of South Asia. The automotive sector is growing worldwide at an exciting pace both in terms of innovation and technology as well as the transformation to entirely new fronts with emerging concepts. I am particularly very optimistic about the Indian OEMs and hope to amplify our presence from now on.”

About Steelbird:

Steelbird is a pioneer and market leader in Air Filters, Oil Filters, Fuel Filters and Cabin Filters, having established its first Automotive Filters Plant in North India in 1964. Overall ithas over 3000 products in its portfolio including Filters, Rubber Parts, Tyres, Lubricants, Bearings, Horns and more. Steelbird has stood for excellence through its own manufacturing facilities and research-driven innovation to achieve best-in-class product quality, design and delivery to the After-market and leading OEMs worldwide. 

Steelbird today markets Auto Filters even to German OEMs with proven expertise in research, design, manufacturing, marketing and innovation. Manav Kapur, Executive Director, Steelbird has authored a book titled ‘An Introduction to Automotive Filters’ which serves as the single most effective user’s handbook for any professional related to the category.

Steelbird has brand presence in 15+ countries and across 5000+ retail points pan-India, built on strong relationships with channel partners. Adds Manav Kapur, “Today we have the best of brands collaborating with us, the best customers buying from us, and the best people working for us. I am proud to say that Steelbird has achieved the Great Place to Work accreditation, awarded by the Institute. The certification recognizes our company’s commitment to provide a learning-based and growth-oriented working environment.”