Security Solutions: Godrej & Boyce To Focus On Home Segment

New Delhi: | Updated: Oct 18 2002, 05:30am hrs
The Security Equipment Division of Godrej & Boyce Manufacturing Co, pioneers in providing customised security solutions to the banking and institutional segments, has extended its domain to the home segment with the launch of a branded offering Godrej Secure Homes (GSH). Godrej hopes to straddle the fragmented home security segment, conservatively estimated to be a Rs 100-crore market, by using the strength of the Godrej name.

Sanjay Mandlik
Says vice-president & business head of the division Dara Byramji,In the first year we are targeting a turnover of Rs 10 crore from this segment. The USP of our range is that we are the first to offer a comprehensive, cost effective range of security solutions customised to the customers needs. We offer free consultancy through our Website for configuring the right solutions. The market consists of players in various segments eg Steeledge, TataHoneywell, Zycon, but no one else has offered one-stop solutions under one umbrella brand.

In the first year, the focus would really be on creating awareness for security products and exploding the commonly held belief that such products are expensive.The cost of securing a one bedroom flat would work out to roughly Rs 28,000, with the price going up according to the needs and sophistication of the products, says general manager marketing Neville Bachana. It is also in the process of tying up with finance and insurance companies for bundled offers in a bid to increase sales.

The company will shortly be launching a series of TV commercials, print advertisements and jingles for FM. The creative proposition for the entire communication strategy would be: Safe & secure in a Godrej Secure Home. The company has earmarked Rs 1 crore for the initial three-month campaign.

GSHs products include Avanti security steel doors (Rs 15,000 onwards), Private Eye video door phones, Eagle burglar and fire alarm systems (Rs 5,000 plus) and a range of safes (Rs 5,000 onwards) that include Safire electronic safes that give at least one hour protection against fire and burglar-resistant safes with high precision six-lever locks. The products are all indigenously manufactured at Godrejs Vikhroli facility, which has 20 large plants.

Godrej & Boyces Security Equipment Division, which is ISO 9001 and 14001 certified, is the largest supplier of security equipment to the banking sector and public institutions and enjoys almost 75 per cent share of the domestic market. Having achieved a turnover of Rs 100 crore, the division is targeting to double its turnover in four years. Exports currently contribute five per cent to the overall turnover.