SUPERBRANDS 2012

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godrejsecure.com

GODREJ SECURITY SOLUTIONS

thematic features, sci-fi films, testimonials and interviews with industry leaders. Focusing its energies on an integrated communications approach, the Godrej Security Solutions brand covers several touch points. Break in Challenge was a unique initiative to ensure a two-way interaction with customers on the company's products. The main objective of this activity was to turn passive exposure into active engagement. It focused on home security solutions like home safes, video door phones, alarm systems, home doors, closed circuit television etc. This activity was held across various towns and was immensely successful in reaching new consumers. Today, Break in Challenge has become an annual brand property.

When a MiG crashed into a building, when a fire raged for two days in a bank, when a blast ripped through a ship in Mumbai harbour, when an explosion set off a fire at a refinery... all these events had one character in common. Each had Godrej Security Systems in place. And they all survived. The genesis of this company goes back to 1897 when the first Godrej lock was manufactured. Since then the company has been in the forefront of security and a pioneer who has never relinquished its first mover advantage.
the technological advancement this business has seen has been the result of the efforts Godrej has made. By their nature, these products are tested under simulated conditions with their true test coming up only in adverse circumstances. In both, products developed by Godrej Security Solutions have come out virtually unscathed. The blast of a 7000tonne ship in the Mumbai Docks, Iraq's invasion of Kuwait, the blast at a major refinery site in South India, the Gujarat Earthquake, a MiG 21 crash in a bank building in Jalandhar, the fire at Centurian Bank at Lalbaug which lasted for more than two days or the fire at a mall in Dubai have all been testing times for Godrej Security Solutions. In each, the company has gone up further in esteem and reputation.

Market
There is an inalienable connection between success and security threats. Success breeds jealousies. It also does something most people leave unsaid. Success creates a bigger difference between the haves and the have nots driving the latter to crime as a means to at least economic success, if not social acceptance. Crime in turn enhances security threats. The increasing consumerism, greater wealth, growing investments, a profusion of sensitive documents and an environment charged with uncertainties has heightened security fears in India. This has nudged alive the security industry in general and security products in particular. The enhanced interest has resulted in the market growing at an astonishing 25% per annum (Source: market data). Even the relatively more recent electronic security industry is surging forward at this same exponential rate of growth. Not so long ago, the only security products generally available in the market were latches, locks and safes. Today, a bewildering range of diverse products dot the market. These include technologically advanced surveillance cameras with analytics, detectors for identifying substances such as bombs, guns, narcotics, liquids

safes for the Princess of Wales when she and her entourage visited India in 1905. Six years later, the company's services were once again requisitioned when their Imperial Majesties, King George V and Queen Mary, used a Godrej safe during their Coronation Durbar in India. In the next near-one hundred years this fledgling company would go on to become India's most complete security solutions organisation, offering a comprehensive suite of security solutions for residential, industrial and business premises. Today, the company also manufactures equipment for the banking industry including vaults and products for the marine and defence sectors.

solutions. Every security concern of a proposed site is evaluated by the company. The protocol involves fully analysing the threat and evolving solutions that comprehensively negate the peril.

Promotion
Research has shown that up to 75% of all Indians are brooders worrying about security but unwilling to take remedial steps. This paralysis has simply multiplied their anxiety leading the mind into the misconception that ill can happen to others but the probability will ensure they escape the fall out. To expand the market, Godrej Security Solutions consciously targeted those home owners who expressed concern over security issues but did little more than worry. While most admitted that a home security solution was important, very few had invested in one. Security as a category seemed to suffer from the inertia to act. There seemed to be complacency about security needs. While some felt that existing measures like peep holes, safety doors, security guards and the like were adequate, others had not got down to actively thinking about it or seemed to postpone their purchase decision, even if they felt the need for it. With severely low category relevance in the home segment and low usage of basic security products like home safes and video door phones, the market was still a very nascent one. Without doubt it was the one that had the most potential and the most need. In its quest for leadership, Godrej Security Solutions faced competition from several new entrants like Bosch, Zicom, Safe Well, Honeywell, Eurovigil and several unorganised players in the category. Godrej Security Solutions took the boldest steps forward; it took the lead into shaping the industry and arrogating for itself the first mover advantage. The company's communications, therefore, revolved around building awareness in the minds of consumers without stoking fear. They were able to do this by helping the consumer understand the need for security in a manner that was friendly and bordered on the humorous. Amongst its many positioning initiatives is its quarterly security magazine FIR (First Information Report). Published to give insights into the banking industry, FIR is designed to build desired brand imagery and help the brand maintain its leadership position. The newsletter covers a vast array of subjects such as trivia on security, the latest products and technological breakthroughs, security threats and solutions,

Brand Values
Godrej Security Solutions operates in a critical area of human concern. It, therefore, views itself as a serious player discharging a serious responsibility. Its pay-off line Be intelligent. Be safe is actually its attempt to focus on the poor quality of the environment and to communicate the harshest threat in the nicest way possible. The brand hopes that by viewing this warning, audiences will take control of their lives rather than permit a casual approach to make it hostage to circumstances. In as much as the brand itself is concerned, it is obsessive about continuing to develop technologies that allow it to stay that important step ahead of both, crime and competition.

Product
As challenges have advanced, so have solutions. The brand believes it needs to constantly stay ahead to meet growing demands. This is the reason why the company graduated from simple lever and tumbler locks several years ago to modern, intelligent technologies. It is not surprising then, that the brand is a leader in most categories, offering a value proposition far greater than just functionality. With the pioneering spirit of its founder still the driving force, Godrej Security Solutions is at the helm of every breakthrough in the country. In many ways, the company is the security solutions industry of India. Of the plethora of solutions it offers, the surveillance system is the more intelligent. It enables local and simultaneous remote monitoring, viewing and recording across multiple sites irrespective of geographical area. Since every threat must be taken seriously, powerful computers analyse data being inputted from thousands of data recordings using motion, time and camera search criteria, saving valuable critical incident time. Apart from around-theclock surveillance, advanced analytical software provides users with potent tools to assist in the complex task of security monitoring. Amongst its latest innovations are the company's port guard protection system, parking management systems and intelligent safes with in-built electronics.

and contraband articles, X-ray baggage scanners, biometrics, access control systems, alarms, perimeter security systems, entry and exit barriers, fire and burglar resistant safes and vault equipment, intelligent safes with in-built electronics, besides an assortment of banking solutions. In each of these fields, Godrej Security Solutions, a division of Godrej & Boyce Mfg. Co. Limited and part of the US$ 3 billion (C16,500 crore) Godrej Group is a pioneer leader. Its security solutions for homes, banks, offices and institutions ranging from temples and airports to government organisations and high security zones are well-recognised. The brand, quite simply, is synonymous with trust and security and commands a dominating 65% share of the domestic banking security market.

Things you didnt know about

Godrej Security Solutions

Godrej Defender safes withstood a 24-hour fire assault in 2005 when an entire mall in Dubai burnt down ATM safes were developed by Godrej Security Solutions for the world's leading ATM manufacturers The company manufactures high-pressure doors for nuclear reactors and marine applications Godrej Security Solutions is amongst a handful of manufacturers to be ISO 9001:2000, ISO 14001:2004 and OHSAS 18001:1999 approved The confidence in the company's products can be gauged from the fact that they are certified by and listed at the Underwriters Laboratory, USA; SP Laboratories, Sweden; BRE of the UK; VdS Laboratorie of Germany; ECBS from Germany; the Bureau of Indian Standards, the Central Building Research Institute and the Electronic Regional Testing Laboratory in India Godrej Security Solutions is the first brand in the Indian security industry to be awarded the Superbrands status

History
In the late 19th century India was in the midst of a great social upheaval. The revolution to gain independence had turned into a nationalistic movement, had gained momentum and people from all walks of life were joining in the struggle to free India from British rule. One such person was a young lawyer who went by the name Ardeshir Burjorji Godrej. No one could have imagined that an important part of India's industrial history was being commissioned when he chose to give up law. His mission was to develop a product that would displace brands with the Made in England label and give them a worthy India-made competitor. In 1897 he decided to manufacture locks. The product he had in mind would be manufactured using modern techniques and machines. This was the only way, he believed, that his produce could equal or better brands already available in the market. The success of this launch led to the development of India's first home-grown safe in 1902. It was a satisfying moment in its history when the company was called upon to provide

Recent Developments
Security threats come from many sources and in many guises. Since each is typical, Godrej Security Solutions has moved from being simply a seller of security products to a company selling security

Achievements
The security systems industry in India has typically been a low-technology one, driven mostly by the unorganised sector. It was left to Godrej Security Solutions to upgrade this segment and introduce a high level of professional discipline to it. As a result, much of
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