A majority of Godrej Security Solutions’ sales comes from the offline channels with online contributing less than 10 pc, said Pushkar Gokhale, Senior Vice President and Business Head.
He was speaking with Medianews4u on the sidelines of an event where the company announced the launch of its new platform billed as ‘Secure 4.0’ on October 5, 2023, and unveiled a campaign ‘Desh Ki Tijori’ with brand ambassador Ayushmann Khurrana.
“We have an omnichannel strategy because we have to cater to everybody in the country. There are still people who buy through physical stores, general trade. We have around 3,500 outlets across the country wherein we have the typical distributor-retailer model. We have the MBOs like Vijay Sales and Croma who also sell our products. We also are available online on Amazon and Flipkart and have our own shop site called GodrejSecure. We are following a very clear omnichannel strategy and because consumers need to touch and feel the product. Online sales are not even 10 pc for us,” noted Gokhale.
Addressing the media, Gokhale had explained that ‘Secure 4.0’ represents fourth generation security devices created to cater to changing needs of consumers.
The company showcased a demo of the three product offerings – Matrix Locker with I-Warn Sensor, Smart Fog and Flap Barrier with Face Recognition System.
“What we have built into our products is intelligence, we have built interconnectivity and that’s how we have made our products much smarter. There is a two-way communication that can happen. These are the kind of things which we have launched as a part of this platform and that’s why this is fourth generation security,” he said.
To showcase its latest security innovations, Godrej has designed four safety vans that will cover 100 cities and towns in 100 days.
He explained, “One of the insights that we got from customers is that touch and feel is very important for this category. As a customer, you would actually want to touch the product and see how strong the door and the locking system is, how the paint is, and the weight of the safe. Based on that insight, we said let’s go into the interiors of the country and reach out to the consumers. People want to buy a safe but they don’t know what exactly to buy and that is where we are trying to solve this puzzle for them. Basically, we are helping the customers to select and make the right choice.”
He added, “When asked about how to select a safety product, buyers had no clue. For that, we have created three categories. The first category is the 10X category where we have safes which are 10 times stronger than your wooden wardrobe which is more prominent in the household. It starts at a low price point of Rs.7,000. The next range that we have is 100X which is 100 times stronger and then we have 250X. Now it becomes much more simpler for you when I break it up. If you want to keep a small amount and you know you don’t have too much money to keep, you will go for a 10X. If you have something which is medium then you may go for a 100X or if you have too much storage, you will go for a 250X. This is the way we have actually simplified this entire thing for a buyer. Safes is still underpenetrated. We have still tried to simplify and that’s how we are going to create this awareness going across to customers.”
Currently, the company exports to more than 60 countries across the globe. Godrej Security will look to export the latest products as well.
“Safes and vaults are definitely a part of our export portfolio. We have so far launched the intelligent products only in India. As we go, these will definitely be rolled out in the international markets. Today, the USA and Europe are big markets for us,” remarked Gokhale.
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