While Indian consumers are still to wake up to their safety needs, Godrej Security Services (GSS) has vowed to establish a name for itself in the security industry of the country. Mehernosh Pithawala, GM, International Business & Marketing Communications, GSS, talks to 4Ps B&M about how the company plans to move up using its marketing initiatives.
Branded security is still at a very nascent stage in India. But Godrej Security Solutions (GSS), a division of Godrej & Boyce, and a part of $2.6 billion Godrej group, is eyeing to build up on its first mover advantage to become a Rs.1,000 crore company in revenue by 2014. In an exclusive interview with 4Ps B&M, Mehernosh Pithawalla, GM, International Business & Marketing Communications, GSS, discusses about how he is planning to make this dream come true.
Do you feel that the Indian consumers are ready for such branded safety that comes with a high cost attached to it?
Indian market is growing and so is the need for security. With the proliferating crime scene, the need for security solutions is also increasing. Moreover, today while consumers are becoming more aspirational and spending heavy amounts on the luxuries like latest TV sets, ACs, Music systems, laptops, mobile phones et al, there is a constant fear in their minds that they are being watched. Thus they need to protect their valuables and loved ones. Talking about their will to pay for the cost attached with such security system, when a consumer doesn’t mind spending Rs.70,000 on a TV set or other such home luxuries, he also would not mind investing another few thousands to protect it. Also I must say that our products are priced to suit the requirements of various security needs and budgets.
You yourself believe that the Indian consumer is worried about safety, but ends up merely expressing anxiety than taking action? What plans do you have to convert that anxiety into action?
Yes. I believe that the Indian consumer is very much worried about the safety, but there is lack of action. Take an example of the Mumbai terror attack. Post attack, we held meetings and rallies, we lighted candles and then went back to our lives normally. No action was taken in terms of personal safety and security. We behave the same way when it’s about a burglary that takes place next door. We see that people remain cautious for a few days and then forget the whole episode without actually taking any action to avoid such a thing from happening in our life. Hence we have initiated this campaign “Musibat bataa ke nahi aati” (Trouble doesn’t come announced) to increase public awareness. The campaign shows trouble in the most unique way, something very unheard of. It provokes the consumers to sit back and think and invites call for action. We are also organising a unique activity called the “Break IN Challenge”. This takes cues and insights from our daily lives and security practices and replicates them in the form of a game. Apart from that, we have been participating in a lot of security conferences and have proposed to set standards in this industry.
Branded security is still at a very nascent stage in India. But Godrej Security Solutions (GSS), a division of Godrej & Boyce, and a part of $2.6 billion Godrej group, is eyeing to build up on its first mover advantage to become a Rs.1,000 crore company in revenue by 2014. In an exclusive interview with 4Ps B&M, Mehernosh Pithawalla, GM, International Business & Marketing Communications, GSS, discusses about how he is planning to make this dream come true.
Do you feel that the Indian consumers are ready for such branded safety that comes with a high cost attached to it?
Indian market is growing and so is the need for security. With the proliferating crime scene, the need for security solutions is also increasing. Moreover, today while consumers are becoming more aspirational and spending heavy amounts on the luxuries like latest TV sets, ACs, Music systems, laptops, mobile phones et al, there is a constant fear in their minds that they are being watched. Thus they need to protect their valuables and loved ones. Talking about their will to pay for the cost attached with such security system, when a consumer doesn’t mind spending Rs.70,000 on a TV set or other such home luxuries, he also would not mind investing another few thousands to protect it. Also I must say that our products are priced to suit the requirements of various security needs and budgets.
You yourself believe that the Indian consumer is worried about safety, but ends up merely expressing anxiety than taking action? What plans do you have to convert that anxiety into action?
Yes. I believe that the Indian consumer is very much worried about the safety, but there is lack of action. Take an example of the Mumbai terror attack. Post attack, we held meetings and rallies, we lighted candles and then went back to our lives normally. No action was taken in terms of personal safety and security. We behave the same way when it’s about a burglary that takes place next door. We see that people remain cautious for a few days and then forget the whole episode without actually taking any action to avoid such a thing from happening in our life. Hence we have initiated this campaign “Musibat bataa ke nahi aati” (Trouble doesn’t come announced) to increase public awareness. The campaign shows trouble in the most unique way, something very unheard of. It provokes the consumers to sit back and think and invites call for action. We are also organising a unique activity called the “Break IN Challenge”. This takes cues and insights from our daily lives and security practices and replicates them in the form of a game. Apart from that, we have been participating in a lot of security conferences and have proposed to set standards in this industry.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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