GSS to spend heavily on R&D

The company has invested Rs 25 cr in the upcoming facility

With extended product portfolio, Godrej Security Solutions (GSS), providers of comprehensive security solutions in India, is coming up with second manufacturing facility near Mumbai and heavily spending on advertisement, marketing, and research & development. Today, GSS has introduced its new range of products including Matrix, E-Bio, E-Swipe, Privy, and Secreto.

The company has invested Rs 25 crore in the upcoming facility.

Mehernosh Pithawalla, head of marketing, Godrej Security Solutions said, "Home security products have huge potential in India. However the problem lies in adoption of the category. GSS holds 60 per cent market share in the banking segment in Maharashtra (excluding Mumbai region ) and Goa. The technology for the safe has been completely built in-house at GSS. Despite the evolving mindset and increased awareness, in 2012, research revealed that consumers still had concerns that in spite of taking preventive measures taken, threats cannot be completely eliminated. Last year, the revenues from home security product was Rs 80 crore and this year we are targeting to touch Rs 110 crore."

Speaking about new commercials and advertisement, Pithawalla said, "Our research revealed that while many consumers have heard of Godrej Safes, there is a lack of knowledge about the range of safes offered by GSS and how they can fit in their lives. Hence we decided to further dimensionalise control and give the consumers reasons to believe in this year's campaign."