solutions. In each of these fields, Godrej Security Solutions, a division of Godrej & Boyce Mfg. Co.

Limited and part of the US$ 3 billion (Rs. 14,400 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 wellrecognised. The brand, quite simply, is synonymous with trust and security and commands a dominating 70% share of the domestic market.

Achievements
The security systems industry in India has typically been a lowtechnology 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 the technological advancement this business has seen has been the result of the efforts Godrej has made. Unfortunately, the mettle of such advancements can be tested in laboratories under simulated conditions or in times of adversity. In both, products developed by Godrej Security Solutions have come out virtually unscathed. The blast of a 7000-tonne 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 at 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.

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 Indiamade 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 safes for the Princess of Wales when she and her entourage visited India in 1905. Six years later, the companys 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 becoming 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 as well as entrance doors for homes and products for the marine and defence sectors. Godrej Security Solutions exports to over 45 countries.

Product
As challenges have advanced, so have solutions. The brand believes it needs to constantly stay ahead to meet growing needs. 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 every category, 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.

Market
Increasing consumerism, greater wealth, growing investments, a profusion of sensitive documents and an environment charged with uncertainties, has heightened security concerns and brought safes into prominence. Not so long ago, the only reminder most people had of their existence was through Hindi movies and jewellery shops. Today, however, they are a necessary feature in most upmarket homes. 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. The market now comprises a bewildering range of diverse products. These include technologically advanced surveillance cameras with analytics, detectors for identifying substances such as bombs, guns, narcotics, liquids 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, besides an assortment of banking
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History
The fag end of the 19th century was a time of great political turmoil. The 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

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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 aroundthe-clock surveillance, advanced analytical software provides users with potent tools to assist in the complex task of security monitoring. Amongst its latest innovation is the company's crash-rated blocker with intrinsic features like remote operator control panel, vehicle detection loops, Programmable Logic Controller (PLC) programming and barrier up/down position sensors, making for the highest level of protection for all access points.

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 solutions. Every security concern of a proposed site is evaluated by the company using a four-pronged process. This time-tested protocol involves security consultancy, security audit, an all-inclusive analysis leading to a comprehensive solutions plan and annual maintenance contracts on a turnkey basis.

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. For the first time the brand has associated itself with a movie 8x10 Tasveer directed by the maverick director, Nagesh Kukanoor. The association has been distinctive and marks a first off in the security industry. While the film itself showcases Akshay Kumar's extra sensory perception, which helps him unravel the mystery, the brand draws a parallel in talking about extra sensory intelligent solutions that can secure people's futures. The film is scripted to seamlessly integrate the brand with the company's products. To draw mileage from this association the brand developed the 'Access to Akshay' contest. This effort was designed to promote hi-tech home security solutions by building awareness, strong brand registration and recall. The contest invited people to buy any Godrej home security product and avail of an opportunity to win a date with the lead actor of the Indian film industry, besides a host of other attractive prizes.

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 payoff line 'Be intelligent. Be safe' is actually its attempt to focus back 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.

Promotion
The audience for specialised products manufactured by Godrej Security Solutions is a very narrow band of professionals. As a result, the company focuses its communications energies in reaching out to them through direct marketing. This media vehicle helps the company drive preference for the brand by communicating the benefits of its hi-end security solutions, even as it creates opportunities to cast itself as a young, vibrant and innovative organisation. It expects that between these two platforms of technology and vibrancy the company will continue to win support and trust for its products and services. 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, thematic features, sci-fi films, testimonials and interviews with industry leaders. Focusing its energies on an integrated communication 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

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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 Godrej Security Solutions has also recently won at the Times of India Smart Living Awards 2007

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