Using existing hardware, we engineered a simple piece of technology that recognises the presence of the helmet on the rider’s head and starts the bike. In other words, no helmet, no ride.

The innovation became instantly appealing to bikers by making the helmet a hardware extension of the motorbike - replacing the need for enforcement with novelty, intrigue value and personalised ownership ("my bike can recognise me!").

The response was overwhelming. In less than a week, more than 100,000 online visitors spoke about, shared, tweeted, posted, pinned, blogged and took the word from the site to the streets.

www.TheGoodRoad.in was swamped with requests for the 'The Good Road helmet'. Bangalore Traffic Police equipped their entire fleet of 600 motorbikes with the new helmet. We collected over 150,000 orders for the helmet - a multinational automotive giant has expressed interest in mass manufacturing the helmets.