Locks

Locking on to Growth

India’s leading lock maker has started promoting the concept of security by reaching out to building professionals, launches its products in Sri Lanka

Concerned about thecasual approach with which security is viewed both by residents and building professionals, Godrej Locks wants to raise awareness about safety and security in residential complexes. The company has recently launched an initiative to reach out to architects and interior designers across the country, and highlight the importance of using the correct security hardware. For this purpose it has joined hands with Indian Institute of Interior Designers (IIID) and will be organising meets with design professionals in various cities and towns. 

Most recently, Godrej organised the first meet in Mumbai to mark the launch of its awareness programme. Speaking on the occasion, Shyam Motwani (shyam@godrej.com), executive vice president & business head of Godrej Locks said, “Today customers mainly concentrate on the interior beauty of the apartment rather than bothering about the safety features. This short-sightedness can prove costly in the long run. Therefore, we aim to create a platform to discuss this issue and share the importance of safety and locking systems amongst industry experts.” Godrej is also participating in various industry conclaves and seminars, and plans to engage more and more professionals from the architect and builder communities. 

“We are addressing the community of building professionals because they are the ones who influence the design, architecture, and selection of many things inside homes. This knowledge sharing can help them to influence developers and owners about selecting the right security and safety products, both from aesthetic and functional angles,” Motwani asserted. 

Godrej’s solutions address five levels of security. At level one is the mechanical locking system. At level two is the precise computerised dimple key with advanced multi-row pin-cylinder technology. Level three is addressed by its advanced, angular multi-row pin-cylinder technology. This is followed by level four, the Godrej EVVA, that comes with a revolutionary 3 Curve System (3KS), which also conforms to European standards of locking solutions. The highest is level five security, which comes from smart electronic technology.

Godrej wants government authorities to invite recommendations from municipal bodies and the local police, in order to evolve certain minimum standards on security, and mandate them to residential developers. It also wants developers to specify in their project application document what kind of security they are providing, as a minimum requirement for gaining licenses for the building. “We need to stop taking a casual approach towards safety and security in the residential environment,” he says. 

In the meanwhile the company has launched its products in the Sri Lankan market by tying up with leading marketing group Abans. The entire range of Godrej’s access control devices and locking solutions will now become available in the island country through this tie-up.

“We are delighted to tie-up with the Abans group, which has a wide distribution network of around 600 dealers and 350 showrooms. The prestigious association will help us gain a strong foothold in the rapidly developing Sri Lankan market, build credibility and increase our distribution network,” Motwani said in Colombo.

According to him, the Sri Lankan market has immense potential for Indian products due to the close proximity, and similarity of economic development and tastes, both in the retail and institutional segments.

Speaking on the occasion of the launch of Godrej products in Sri Lanka, the company’s international business head Prasad Sane stated, “We have started strengthening our presence in markets like Sri Lanka, and Africa is the next in our expansion plan in international markets. We are planning to add 12-15 new markets in the next three years by way of a focused business development approach. And for the first time, we are also looking at making inroads into North America, Australia and Europe.”

Sane explains that Godrej will embark on a series of new channel initiatives in Sri Lanka, with a strong focus on influencer management, key account management and retailer offers. He adds that a major after-sales service plan will also be implemented, and will feature installation of key duplication machines at major malls and establishment of call centres. All of its locking products, including padlocks, mortise locks, furniture locks, cylindrical locks, architectural hardware, rim locks and customised solutions will be available through the Abans network.

Abans director Tito Pestonjee stated at the launch ceremony, “I am elated to be associated with a brand like Godrej Locks, as its manufacturing and sophistication would definitely boost our product portfolio and give us an opportunity to provide our customers with superior products at affordable prices.”

Godrej, according to Motwani, remains market leader in the Indian organised security sector with a 35% share. He, however, laments that the industry still remained largely unorganised, with over 50% of the country’s lock sales coming from small units that did not adhere to any quality standards. “In the last three years Godrej Locks has grown at a CAGR of 27%, and in the next threeyears beginning 2011-12 the division is targeted to grow at about 24%. However, as a division we will contribute about 8% to the total revenue of Godrej & Boyce in the current fiscal,” he states. 

Deepak Gupta