Secure strategies

"We are in the business of providing peace of mind to our customers,” asserts Dara Byramjee, executive vice president and business head, Godrej Security Solutions (GSS) in a press release, before elaborating on their recently launched products that are new to the Indian market:
Matrix with I-warn technology is a home safe (vault) that has an inbuilt vibration sensor that triggers off an alarm if it is being tampered with and sends instant SMS alerts or recorded voice messages to pre-registered phone numbers. Another safe, Ritz, has a vibration sensor built in and produces a local alarm on tampering. Seethru in the video door phone category is specially designed keeping in mind working couples worried about who may have visited their homes in their absence. Seethru’s distinctive features are its 3.5” LCD (liquid-crystal display) screen and a magnetic handset which ensures that it fits easily into the frame.
Motormate is considered a revolutionary safe that protects cash, wallets, mobile phones, debit/credit cards, important documents, etc that need to be left in the vehicle when travelling. The portable safe that measures 8.3”x6”x2.7”, weighs 1.38 kg, is easy to attach and detach, and has space for a wire to pass through so that electronic gadgets can be charged. It can be hidden anywhere in the car without attracting attention unlike a glove box that usually does.

Range of Godrej Security products: for smart living

GSS Division is the largest manufacturer and marketer of security solutions in India and the company’s vision is to be amongst the top three brands in the global physical security market by the financial year 2016 with eight percent market share, states Byramjee. To reach out to their target audience, their brand strategy chose not to incite fear but to stoke vulnerability by adopting the catchphrase "Musibat kabhi bataa kar nahi aati (Trouble doesn’t come announced).” To demonstrate the role the brand can play in making a consumer’s life secure with the range of Godrej safes they followed up the first campaign with another "Ab musibat se darna kaisa (Now where is the need to fear trouble).”
Security measures that can deter, detect, deny and defend are the only ones that are truly reliable, reiterates GSS’s marketing team that constitutes a well-established distribution network with a pan India presence of more than 650 dealers and more than 1,100 retail touch points. Many of the GSS products are now available on online shopping portals like HomeShop18, Amazon, Snapdeal, Naaptol, Indiatimes Shopping, Shopclues, etc "We are planning to target 8,000 outlets in 130 cities by March 2015,” declares Byramji who expects their futuristic products to cater to the consumers’ demand for "smart living.”