How big is GSS at present?
Well, in terms of revenue, currently we are a Rs.400 crore company.
You are quite visible in the North Indian market. Do you have any specific targets for the particular region?
North India is a big market for us. We have already initiated a campaign in public awareness. We have introduced a host of intelligent security products for the market. We are also planning to expand our distribution and service network in the North.
Are you also eyeing for a pan India expansion?
We are already present in almost all the cities with a network of over 700 dealers. Moreover, we are planning to expand our presence in modern retail outlets too to make our products readily available to the consumers.
Do you have any plans for a paradigm shift in tier 2 and tier 3 cities or want to make it a niche for Godrej securities?
Security is just not the concern of the niche, but of every individual. We are already present in almost every city in the country with a strong network.
What is your pricing strategy?
We are well priced. Our products are not as cheap as those of the fly-by-night operators. But then, they come with a warranty and the trust of Godrej. As mentioned above, our products are priced to suit the requirement of various security needs and budgets.
Indian real estate sector is on a boom as builders are coming up with new projects every passing day. Do you have tie ups with any of these builders?
Yes. Post campaign, we have been receiving many enquiries and we are in the process of finalizing deals with some prestigious builders across the country.
Do you think mass media ads for products of Godrej Securities, which has a niche market, is a viable move?
In the context of Indian consumers, category awareness is a major issue, and we have tried to address the problem with this campaign. The campaign has got a very good response not only from the metros, but also from non-metro cities.
Who do you think are your existing competitors?
Security solutions is a very unorganised market. There are a few organised players in the market offering either electronic security, premise security or physical security. But Godrej is the only player in the industry to offer comprehensive security solutions comprising all three.
Ashutosh Harbola
Well, in terms of revenue, currently we are a Rs.400 crore company.
You are quite visible in the North Indian market. Do you have any specific targets for the particular region?
North India is a big market for us. We have already initiated a campaign in public awareness. We have introduced a host of intelligent security products for the market. We are also planning to expand our distribution and service network in the North.
Are you also eyeing for a pan India expansion?
We are already present in almost all the cities with a network of over 700 dealers. Moreover, we are planning to expand our presence in modern retail outlets too to make our products readily available to the consumers.
Do you have any plans for a paradigm shift in tier 2 and tier 3 cities or want to make it a niche for Godrej securities?
Security is just not the concern of the niche, but of every individual. We are already present in almost every city in the country with a strong network.
What is your pricing strategy?
We are well priced. Our products are not as cheap as those of the fly-by-night operators. But then, they come with a warranty and the trust of Godrej. As mentioned above, our products are priced to suit the requirement of various security needs and budgets.
Indian real estate sector is on a boom as builders are coming up with new projects every passing day. Do you have tie ups with any of these builders?
Yes. Post campaign, we have been receiving many enquiries and we are in the process of finalizing deals with some prestigious builders across the country.
Do you think mass media ads for products of Godrej Securities, which has a niche market, is a viable move?
In the context of Indian consumers, category awareness is a major issue, and we have tried to address the problem with this campaign. The campaign has got a very good response not only from the metros, but also from non-metro cities.
Who do you think are your existing competitors?
Security solutions is a very unorganised market. There are a few organised players in the market offering either electronic security, premise security or physical security. But Godrej is the only player in the industry to offer comprehensive security solutions comprising all three.
Ashutosh Harbola
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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