Godrej Security Solutions, a unit of the Indian conglomerate Godrej Group, aims to expand its market share in the Middle East and Africa through its business hub in Dubai. The company plans to increase its retail touchpoints by 25% and grow its export revenue from the UAE by 30% over the next two years. Godrej Security Solutions has a strong legacy and is already exporting to more than 60 countries. UAE offers good business opportunities for the company despite its status as one of the safest countries in the world with a zero crime rate in the emirate. The demand for Godrej Security Solutions’ products is on the rise, particularly after recent building fire incidents in the UAE. The company has launched a wide range of products starting as low as Dh1,000 to cater to everyone’s needs. Godrej Security Solutions has a reputation as the first choice for security solutions and products, with a dominant market share in the physical security solutions space in the region, including home safes.
Godrej Security Solutions targets Middle East and African markets
Godrej Security Solutions, a unit of the Indian conglomerate Godrej Group, plans to expand its safety and security solutions business in the Middle East and Africa through its Dubai business hub. Dubai has become an essential financial center in the region, and the company aims to capitalize on this. The UAE is a crucial market for Godrej Security Solutions, with 15% of its export revenue coming from the region.
Godrej & Boyce, the parent company, has an ambitious growth plan in place for the next 3-5 years, with exports set to bolster the strategy. Currently, close to 10% of its revenues come from exports, with a focus on the Middle East, SAARC countries, and Africa. The company aims to increase its retail touchpoints by 25% and its workforce in the region by 15% over the next two years.
Godrej Security Solutions is among the top five manufacturers of $100 million safes and vaults globally and is striving to become one of the top three manufacturers in the coming years. The company is targeting 30% growth in the Middle East market over the next two years, with particular emphasis on the home security segment, where it aims to achieve 15% growth.
Pushkar Gokhale, business head at Godrej Security Solutions, said that while physical security exports from India to the UAE are not significant, the company believes there is considerable potential for growth in this area. Consumers demand smarter and more aesthetically defined solutions, making the residential and commercial security solutions segment an attractive opportunity.
The company is also focusing on technology, with the “Secure 4.0” initiative aimed at offering more advanced security solutions in line with evolving landscapes and technology adoption. This approach aims to differentiate the company and supports its vision for growth.
Godrej Security Solutions sees promising cooperation between the UAE and India, with a commitment to enhance bilateral trade and investment. The company is well-placed to meet its export demands due to its engineering capabilities, experience, and capacity expansion plans. With the UAE emerging as an important growth market, the company expects exports to play a significant role in achieving its ambitious growth targets over the coming years.
Godrej Security Solutions is looking to expand its market share in the Middle East and Africa through its business hub in Dubai. The company aims to increase its retail touchpoints by 25% and grow its export revenue from the UAE by 30% over the next two years. The UAE is an important market for the company, generating 15% of its export revenue.
Pushkar Gokhale, the business head at Godrej Security Solutions, said the company is currently dominant in the physical security solutions space in the region, with the home segment growing steadily. Demand for home safes in the UAE increased by 20-25% in the last year.
Godrej Security Solutions already has strong associations with leading players in the region, including Zayani & Co LLC, Khimji Ramdas, Abdullah Abdul Ghani, and Al Naboodah Group. The company is available on major e-commerce marketplaces like Amazon.ae and has 50 retail touchpoints in the UAE. The company plans to aggressively increase its retail touchpoints by 25%.
Gokhale said the company is constantly innovating in the space of home security and introducing connected safes and IoT-based products and solutions. The company has introduced innovation-led products and security solutions in the region, such as Smart FOG, a fogging security system designed to stop intruders in their tracks. The company also recently launched AccuGold, a gold purity testing machine equipped to determine gold purity with the highest accuracy without damaging the ornament.
The UAE and the Middle East are markets that have always been ahead of the curve when it comes to adopting technology, Gokhale said. The company is geared to launch products that are connected, integrated based on IoT, and extremely high on design and convenience, he added.
Godrej & Boyce, the parent company, has an ambitious growth plan in place for the next 3-5 years. Currently, close to 10% of its revenues come from exports, with a focus on the Middle East, SAARC countries, and Africa. The company has established itself as a leader in the last century and more, with landmark moments such as being assigned the responsibility by the Indian government to manufacture 1.7 million ballot boxes in a matter of just four months for India’s first election after the freedom struggle. The company also made India’s first home safe.
Godrej Security Solutions: Carrying Forward a Strong Legacy
Godrej Security Solutions, a unit of the Indian conglomerate Godrej Group, is the first choice for security solutions and products, not just across 20 million homes but also institutions and premises globally, according to Pushkar Gokhale, the business head at Godrej Security Solutions. The company is currently exporting to more than 60 countries.
Gokhale said the UAE offers good business opportunities for the company, despite its status as one of the safest countries in the world with a zero crime rate in the emirate. He believes that a strong and fire-resistant safe and vault is a requirement for everyone in the UAE to safeguard their important documents, gold, jewellery, and money in the post-Covid era. The demand for Godrej Security Solutions’ products is on the rise, particularly after recent building fire incidents in the UAE.
The company has launched a wide range of products starting as low as Dh1,000 to cater to everyone’s needs. Gokhale also noted that visa reforms, a successful Covid strategy, and a promising economic outlook have inspired many UAE residents to consider the emirate their first home, further driving demand for Godrej Security Solutions’ products.
Godrej Security Solutions has a strong legacy that it will be carrying forward as the market evolves, not only in India but globally, Gokhale concluded.
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